Industry Eye: Prospecting - Target, Staples, Wizards of the Coast
Staples hopes to encourage many small businesses to sign up with stickK. "If this helps get new customers to try us out, we're glad to show them how Staples makes it easy," says Amy Shanler, a spokeswoman for Staples. —Melissa Campanelli
While we're talking about Twitter, Facebook or LinkedIn, there are two social networks with millions of captive users that get no attention: Xbox LIVE and the PlayStation Network, hubs for users of the Xbox 360 and PlayStation 3 home video game consoles. One company, in fact, has been able to use Xbox LIVE to drive players to 88 percent of retail stores that carry its products.
Wizards of the Coast publishes the trading card game "Magic: The Gathering," which is sold in local specialty stores around the world. In June 2009, a video game, "Magic: The Gathering — Duels of the Planeswalkers," was released on Xbox LIVE. Users who downloaded it could get a voucher for a free introductory product at any participating retail store.
The video game was downloaded 252,000 times by November 2009, and 86 percent of participating retailers fulfilled vouchers, according to the hobby retail news site ICV2.com. Sixty-two percent of those retailers reported that new customers returned to their stores, and 45 percent saw those new customers become repeat buyers. —Thorin McGee