Hay House UK
The UK’s Leading Mind Body Spirit Publisher’s eCommerce Website
Hay House UK is the European arm of the world leading ‘mind, body, spirit’ publisher. It publishes a range of books on a diverse range of alternative lifestyle subjects such as self-healing, psychic, astrology and divination and spirituality. They have a range of over 500 books currently on sale, alongside these there are a number of supporting products such as Calendars, DVD’s and Cards.
A key growth area for the publishers is the hosting of events for the sector, in particular the immensely popular annual ‘I Can Do It’ conference where attendees can choose which workshops they’d like to attend.
Aardvark Media developed the new site (www.hayhouse.co.uk), a consumer-friendly environment that marries seamlessly with Hay House’s eCRM system. Whilst many booksellers’ online approach is to “stack ‘em high”, we deployed a more graceful design that optimises the e-commerce conversion funnel but also enhances users’ experience of the Hay House brand.
Growing the company’s database is one of the site’s key objectives, to enable Hay House to sell tickets to its events directly and remove the need for a third party vendor.
The secondary aim is to build book product sales. The new site is far more flexible, allowing for tailored marketing campaigns around specific books, authors or collections of titles. With over 600 items for sale online, the fully integrated back office allows Hay House to amend promotions quickly and easily.
Using content to attract new audiences and to sell both print and digital titles is part of Hay House’s digital strategy moving forward. Customers now have access to a range of free content via the site including Hay House Radio, a daily affirmation from Louise Hay and links to the Hay House YouTube Channel.
Hay House is uniquely placed within the publishing arena in that we have a recognisable brand with a recognisable figurehead in Louise Hay, all within a niche market. This gives us a unique advantage over our competitors. Our online marketing aims to leverage brand recognition and loyalty. Coupling this with our events programme has allowed us to develop a strong direct-to-consumer relationship. Joanna Lal, Marketing Director, Hay House
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