Following stores, Hastings spruces up Web

Retailer site not significantly updated since 2002

By Susanne Ault -- Video Business, 6/5/2008

JUNE 5 | Hastings Entertainment next year will redesign its Web site to bring it in line with its new store design.

The retailer hopes to match its evolving in-store merchandising with its Web site, which hasn’t significantly been updated since 2002. Since 2006, Hastings has been gradually sprucing up its stores, including the expansion of such popular product categories as catalog DVD. Hastings also added a new tagline to its chain, “Discover Your Entertainment.”

Upcoming Web enhancements include carving out a section for Hastings’ boutique, toy and trend merchandise. The chain also wants to add interactivity to enable site users to download MP3 tracks and find out about in-store events.

“We do a significant amount of business on the Web, but a lot of the features are automated and generic,” said Owen Marmaduke, Hastings director of e-commerce. “After our re-branding, we felt like it was necessary to start over with the Web.”

Marmaduke was named to his post in December to spearhead Hastings’ Web efforts. Online design firm Fry, whose past clients include Ann Taylor and Wet Seal, has been charged with helping to redesign the site.

“We are trying to come up with something that carries the excitement of the Hastings brand,” added Marmaduke. “We want to extend the store experience to the Web.”

Hastings plans to redesign nine more stores this year, bringing the total number of stores done over to 26. The chain operates more than 150 outlets, primarily in secondary U.S. markets.

With these latest store improvements, Hastings plans to beef up its children’s sections and slot new trend merchandise in its lifestyle and video departments.

“We are always innovating and testing new concepts and expanding successful tests,” said Hastings CEO John Marmaduke.