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Back from administration: EBTM,
Tactics
247electrical, Empire Direct
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Three companies that fell into administration similar to that of Route One but that there
during the past eight months have been was virtually no overlap of customer names.
bought out and will continue to trade online. “We are already in the youth market,” he
The trading name, domain names, explains. “We know the type of customer, and
customer list, and trademarks of electricals through EBTM we’re able to communicate to
etailer 247electrical, which fell into a wider customer base.”
administration in November following the EBTM was relaunched in late April in a
collapse of one of its major suppliers, were “fairly low key” way, says Boissevain. As the
bought by Spyder Enterprise in early 2009. acquisition did not include any stock, TKC
Simon Dack, Spyder Enterprise’s managing has added lines from the Route One range.
director, also operates Popcorn UK, Boissevain also worked on reestablishing
a rival of 247electrical. relationships with suppliers, which he says
“Popcorn was always aware have responded positively to the acquisition.
of 247electrical as a competitor, There are still 3,000 products to be uploaded
with a very similar product range onto the ecommerce platform.
but perhaps a different approach Once the site is “fully loaded,” says
to internet retailing,” says Dack. Boissevain, the company will embark on
“247electrical clearly based their a marketing push. Adverts will appear in
business model targeted publications such as Front magazine,
solely around price and the company will have a presence at the
competitiveness, summer’s music festivals. It will also undertake
whereas Popcorn, affi liate marketing and social networking.
whilst as focused on Boissevain says that he doesn’t want to limit
price as any online EBTM to “gnarly” heavy metal and intends
retailer, realises to expand its scope to attract more female
that service is as customers. “We have the capacity to get
important, if not 250,000 units out of the door a year. We’ve a
more so.” In keeping long way to go before we reach that,” he says.
with that philosophy,
Dack is relaunching
247electrical with
an emphasis on
service and customer
engagement. The
247electrical website—
in soft launch since
the beginning of
May—is on a new
ecommerce platform
that can support blogs,
customer feedback,
and user reviews. Dack is also undisclosed sum; the acquisition
increasing the product range: did not include Empire Direct’s
“Previously the site offered around 14 bricks-and-mortar stores. The
3,000 lines. By creating a number company will offer Richer Sounds
of new supplier partnerships it will credit vouchers to any members
now stock in excess of 6,000.” of Empire Direct’s EdXtra loyalty
Dack is pushing ahead with a programme with an outstanding
consumer PR campaign, and in balance. Richer Sounds didn’t
the near future the site will begin comment on whether it would
running offers and incentives. operate the business as a separate
He told Catalogue e-business that entity or fold it into the Richer
he is already engaged in affi liate Sounds brand.
marketing for his other business TKC Direct, the parent
and will involve the 247electrical company of urban fashion
brand in due course. cataloguer/retailer Route One,
Another electricals retailer acquired the website, trading
rescued from oblivion is Empire name, and customer database of
Direct, which was acquired by Everything but the Music (EBTM)
Richer Sounds in February. A in April. The online seller of
30-year-old business with 48 music-inspired fashion had fallen
UK stores, a catalogue, and an into administration in March.
online presence, Richer Sounds Route One managing director
bought EmpireDirect.co.uk Richard Boissevain says that
from administrator KPMG for an EBTM’s customer profi le was very
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