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Creating Links between Sales Channels Boosts Advertising Impact

  • Coordinate offline and online marketing campaigns
  • Align search engine optimization with keywords from TV ad
  • Easy management of multi-channel campaigns with Intershop

Jena, Germany, March 1, 2011 Companies should harmonize their marketing campaigns across all platforms and channels. That is the conclusion of a study by market research company Forrester in conjunction with JupiterResearch, which notes that advertising impact is significantly boosted if offline and online marketing activities are coordinated at an early stage. For example, consumers who see a commercial for a washing machine on TV tend to search online for more details of the product before making a purchase. If they cannot find the product or a description of the new features on the manufacturer’s website, they will move on to other brands. Peter Mark Droste, Management Board member of e-commerce provider Intershop: “Today’s online stores offer a host of options for informing and inspiring consumers. Product videos, background information, and ratings by other shoppers all make the purchase decision easier. Sellers who enter into a dialogue with their customers can respond to specific questions and increase customer identification with the brand.”

Online activities include using popular, meaningful keywords from TV ads for search engine optimization of the Web store, thus ensuring that surfers who don’t go straight to the manufacturer’s site are directed to the store or a special landing page. Discounts can also be awarded, e.g., for orders within a certain timeframe, to manage sales more effectively. The coordinated advertising approach must be consistently applied across the online channels and in the Web store. Intershop customers benefit here from a combination of advice, campaign management, and sophisticated e-commerce software, enabling full leverage of the opportunities provided by a multi-channel concept as demonstrated by companies, such as Hagebau, ProMarkt, and others.

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About Intershop

Intershop Communications AG (founded in Germany 1992; Prime Standard: ISH2) is the leading independent provider of omni-channel commerce solutions. Intershop offers high-performance packaged software for internet sales, complemented by all necessary services. Intershop also acts as a business process outsourcing provider, covering all aspects of online retailing up to fulfillment. Around the globe more than 300 enterprise customers, including HP, BMW, Würth, and Deutsche Telekom run Intershop solutions. Intershop is headquartered in Jena, Germany, and has offices in the United States, Europe, Australia, and China. More information about Intershop can be found online at

This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.

Intershop Public Relations

Heide Rausch
Head of Corporate Communication