Virgin Megastores launches new e-commerce site

Chain partnered with Baker & Taylor for Web store

By Susanne Ault -- Video Business, 11/13/2007

NOV. 13 | Virgin Megastores has partnered with Baker & Taylor on a new e-commerce Web site designed to reflect the chain’s in-store merchandising.

The site, www.VirginMega.com, is now fully operational.

Previously, Virgin utilized the Amazon.com storefront to power its online purchases.

But as consumers increasingly did their shopping on the Web, Virgin wanted to ensure that their experience at the chain was the same whether they purchased items in-store or online.

Citing Jupiter Research, Virgin predicts this holiday season will bring in more than $39 billion in online retail sales.

“Jupiter Research believes that more than 126 million Americans, 6% more than last year, will buy products online this year, increasing sales volume by 20% over 2006,” said Simon Wright, CEO of Virgin Entertainment Group, North America. “We are confident we’re launching the new site at the perfect time.”

Also, as Virgin enjoys rising sales success at stores, chain management believed it was necessary to raise the bar on the value of its e-commerce offerings by controlling its design. Year-to-date, Virgin has enjoyed 19% comparable store growth over 2006.

Baker and Taylor helped develop the site, and going forward, it will oversee Web hosting and product fulfillment responsibilities.

New features of the site include a section dubbed MegaBoutiques. In this area, similarly themed products are displayed together, much like Virgin displays its in-store merchandise. Current MegaBoutique themes are ‘Guys Rock,’ ‘Girls Rock,’ ‘Games’ and ‘Punk,’ and they include a mix of fashion, movie, music, book and electronics items.

Additionally, VirginMega.com offers blogs, streaming video and news feeds.

“If people decide to shop in our Megastores or from home on Black Friday, we are prepared either way,” said Dee McLaughlin, Virgin VP of marketing, North America. “We are excited to announce that we are launching an online version of our popular Virgin Megastores, which will offer shoppers an easy way to shop for fashion, electronics, DVDs, videogames, books as well as music. We have worked hard on re-branding Virgin Megastores as a lifestyle destination filled with great and unexpected products. Now we will be able to showcase these products online so that the brand offline and online will be consistent.”

Baker & Taylor is pleased to boost its portfolio with its involvement in VirginMega.com.

“The new VirginMega.com is designed to bring all the fun and excitement of Virgin’s in-store experience to online shoppers everywhere,” said Richard Willis, chair and CEO of Baker & Taylor. “As the world’s leading fulfillment partner and wholesale supplier of entertainment and book products, Baker & Taylor is uniquely positioned to help make VirginMega.com the premier online destination for unique and hip music, movies, books fashion and electronics.”