In a recent post I talked about the value of microsites beyond pure marketing campaigns.  Merchants can leverage a microsite approach for a number of different on-line store types and we’ll be talking about a few them in an upcoming webinar here at Cactus.

Being top of mind lately, a colleague alerted me to an article announcing that Office Depot had just launched a new microsite Top30SmartGifts.com for the holidays.  There are certainly plenty of examples of more and more merchants doing just that, but what was interesting about this one is that although they are promoting products on the site, the site itself is non-transactional.  In the article, Office Depot stated, ‘We tend to try to keep the microsites away from the transactional business, especially during the holiday … we want the customers to distinguish between the store and a community.’

A microsite is a great way for merchants to connect more personally with their consumers by providing smaller more focused sites. A gift microsite is a perfect example that can provide high value to holiday shoppers either stifled in their gift selection process or just overwhelmed by the choice.  However, after reading the announcement I wondered how a non-transactional site was providing that value seamlessly or if I was just missing the point of the site all together.

Now I have to tell you that I read the article on my phone as I was in the middle of long drive to Florida.  This is relevant to my impression of the site because my first access to the microsite was from my parent's Florida vacation home and although the connection here is probably perfectly sufficient for all their needs, the flash on this site was painfully slow to load the first time.  In fact, I went back to double check the article to make sure the site was actually live, as it really didn’t appear to do anything after loading the initial images.  I must remember to consider this when thinking about my site focus and customer segment.

Once over that initial hurdle, I did like the look and feel, the innovative experience and ease with which I could visually scan the 30 gifts.  Although I personally don’t play many on-line games, I did love the idea of the ‘gift of the day contest ‘ and the stickiness it promoted for the site.  However, if your intent is to research and purchase gifts, the site does not provide this functionality.  As stated the site is non-transactional, but also it doesn’t provide the detailed information typical for purchasing electronics.  A ‘Shop Now’ link on each item will re-direct consumers to the main site.  Unfortunately, there is no way to navigate directly back to the gift site and even if you keep a separate window open for the gift site, each ‘Shop Now’ link will open a new window to the main site to purchase.  Luckily a persistent cart will contain all items added, but it is a bit confusing depending on whether you are logged in or not.

The article also makes mention of the OfficeDepotRacing.com site, designed as an interactive destination for loyal Tony Stewart fans and as a showcase for the new No. 14 Office Depot/Old Spice race team.  I also recalled that earlier this year Office Depot launched another microsite, thesurvivalofthesmartest.com, an online resource dedicated to small businesses that features solutions including weekly videos with smart tips, special product and service offers, small business resource tools and promotions specifically for small businesses, plus executive advice from USAToday.com small business columnist and author, Steve Strauss.

I guess my point is that I understood these first two microsites and the focused purpose and value they can provide to their consumers, but I’m left wondering about this latest microsite.  Is it really a community site or a gift guide?  I’m a little confused on the focus.  In this case, in addition to the online activities and the gift of the day contest (which is a great example of encouraging site stickiness), wouldn’t a gift guide that provides a seamless path to purchase provide great additional value to its consumers?  Personally I’d love to see a dynamic selection of gift ideas each time I visit as well. 

A microsite doesn’t have to be just a campaign site.  There’s a real opportunity for merchants to provide sustainable value to its consumers through these types of focused sites.  

I’d love to hear other thoughts or ideas on this, if you’d like to comment.