Retailers Continue Shift To Online Ad Initiatives

When Future Shop wanted to make a splash this summer, it launched an online forum on its website to make it a destination for customers who crave information about the electronics chain’s products and technology.

To pitch the initiative, Future Shop rolled out ads on Yahoo, MSN and other sites. While five years ago, the retailer would have channelled those marketing dollars to radio and newspaper advertising, today Future Shop has shifted a lot of that spending to trumpeting itself online or running promotions in its stores, said Anita Sehgal, marketing director at the chain.

[Full Story by Marina Srauss at Globe and Mail]