I guess that depends on how effective the ad campaign will be. This Christmas, IMO, is make or break for ETYS. They need to establish the brand further, create new accounts and increase revenue, hence the large ad buy. I think once people click on, they will come back. FWIW, I have seen at least three people in my neighborhood with eToys caps which, I assume, were given to them gratis after a purchase. I guess if they didn't like the experience, they would have threw the hats in the trash :)
BTW, did everyone read today's WSJ on the ETYS ve AMZN view of e-commerce, speciality store vs online mall. There is room for both, but IMO, the speciality guys seem more focused. AMZN wants to sell the world, but after books and tapes, everything else is a tough sell. I can see people going to several sites for different items rather than one large e-mall. Malls are great in the physical world, but online?
Any thoughts,
Pat |
