HASTINGS 40th ANNIVERSARY: Casting a wider Web

SEPT. 29 | HASTINGS 40th ANNIVERSARY: Hastings Entertainment’s Web site is undergoing a makeover to better complement the broadening merchandising strategies inside its stores.

Over the last few years, Hastings has been rebranding its 154 outlets as one-stop entertainment superstores, carrying virtually any product themed around music, TV, film and literature. For instance, the Hannah Montana guitar, carried within Hastings’ expanding trend sideline category, is currently marketed as aggressively as the pop star’s traditional DVD and CD media offerings.

When GoHastings.com relaunches in spring 2009, it will feature this themed tie-in merchandise for the first time, as well as introduce digital music downloads. Also planned for the site is a social networking community, where customers can bond over shared interests. This will be GoHastings.com’s first extensive facelift in seven years.

“We are looking to create an online experience that replicates and enhances the Hastings store experience,” says Owen Marmaduke, son of Hastings CEO John Marmaduke and director of Internet for the company. “Throughout every level of interface, the site will deliver a playful and engaging experience that fosters finding something each person really likes but possibly didn’t know existed.” He uses company catchphrases to explain, “We want to communicate that Go Hastings is the 'Primary Source for All Home Entertainment Products’ and further develop the understanding, as in physical stores, that 'Hastings Probably Has It.’”

Integrating social networking should strengthen Hastings’ new brand tagline, Discover Your Entertainment, because others’ recommendations help customers feel confident in their purchases. The idea is that customers’ product feedback will boost future sales.

“The social networking features of Go Hastings will offer an outreach utilizing customers’ opinions, their circle of interests and that of others,” Marmaduke says. “Customer loyalty provides testimony that perpetually supports the Discover Your Entertainment brand that we live by.”

Online design firm Fry, whose past clients include Ann Taylor and Wet Seal, is assisting Hastings in its Web efforts.

Hastings is one of several entertainment specialists that have been improving their Web site design to suit people’s increasing desire to shop online. Borders and Virgin Megastores recently took the operational reigns on their respective sites, both previously managed by Amazon.com, in order to ensure that their online and in-store presences match. Like Hastings, Borders and F.Y.E. also have recently started selling used products through their sites. And Virgin just introduced online social networking capabilities and digital music downloads.

In its relaunch next year, GoHastings.com might have to play some catch-up to these rivals. But Marmaduke thinks the site will be distinguished by mirroring the company’s physical stores, which include many product categories, spanning books, CDs, DVDs, videogames, trend apparel, toys and collectibles.

“This site will be made for people who love entertainment and love to shop the vast amount of entertainment products we sell,” Marmaduke says. “We believe we already have a unique offering with our bricks-and-mortar stores and know that our site will be an extension of helping people find and interact with their favorite types of entertainment.”

He continues, “As a total entertainment superstore, we believe that we have an experience few retailers can match. Online retailing will not only add to our customers’ experience but will allow us to have total delivery of the unique discovery our stores deliver.”