Future Shop drives consumers online with holiday ‘gift-o-meter’

The electronics retailer wants to share shoppers' holiday wish list videos, and is getting social on Facebook in efforts to bag techy gift buyers.

A recent survey by Burnaby-HQ’d Future Shop, conducted by Leger Marketing, revealed that nine out of 10 Canadians want consumer electronics this holiday season, while 90% of Canadians are using the web for research and product info.

In response, Futureshop.ca has once again launched its holiday ‘gift-o-meter,’ an online tool that generates a list of ‘best gifts’ based on a recipient’s level of tech knowledge. The tool divides consumers into five categories: tech-shy, tech-flirt, tech-social, tech-savvy and tech-wild. The site is expected to receive an average of 300,000 daily visits over the holiday season, and 3 million on Boxing Day alone.

‘The Future Shop media strategy for this holiday season was to get into market early with strong weight levels to capitalize on early gift buying and list making,’ Debbie Hoover, group account director at Media Experts tells MiC. ‘The campaign reaches beyond the Future Shop historical more male-focused target to encompass the broad base holiday shoppers with the ‘Best Gifts’ message’.

A newly launched Facebook page and a contest are two new ways that Future Shop is reaching shoppers online. Consumers can compete for a $10,000 Future Shop gift card by uploading videos showing holiday wish lists until Nov. 20. From Nov. 28 to Dec. 11, an online voting system will determine the grand prize winner.

Also included in the holiday campaign are weekly flyers, in-store signage, TV and radio, with creative by Cossette and media planning and buying by Media Experts.

The survey also reveals that men plan to spend more on tech gadgets than women do, and that flat-screen TVs, computers and GPS navigation systems are must-haves.