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April 7 2011

Updated Makroshop is also a powerful new marketing channel

The successful e-commerce story of Makro enters a new chapter. To ensure that the users of Makroshop.be can continue to easily find their way in the widening product range, Makro, along with e-commerce partner The Reference, decided to thoroughly test the site before determining the next steps at this crucial stage. Based on the results, the site was optimized for the ever growing product range. On top of this 'revamp' the website was also prepared to function as an online marketing channel. Given the significant reach of the Makro websites these websites are, in fact, an ideal online advertising space for companies targeting retail customers.

A new step in a successful e-commerce story

In 2011 The Reference launched Makro's webshop: Makroshop.be was very well received by the public and has even received the International 'Site of the Year award' from Sitecore in the category 'Best Retail/eCommerce Site' last year. At the start Makro's online sales channel consisted of two theme stores: a shop for the office (for professional clients) and a garden shop for all/private customers. Along with the e-commerce specialists of The Reference, the full service online agency from Ghent, "home delivery" was introduced in a following step. Although the Makrocard is not required for online shopping, the card for the Makro stores can now also be requested on the site. Furthermore, the online product range was expanded in several stages. Today online customers can order multimedia, telephony, electrical, do-it-yourself and much, much more on Makroshop.be. An offer that will continue to grow every day. These additional product offered, however, require that the interface evolves. So recently, after a thorough analysis, it was decided that the navigation structure would be adapted to make it as easy as possible for users to find their way in the many new product categories. Besides a number of changes to the design, the checkout was also made another step simpler than before.

Makro's websites: a powerful marketing channel, in cooperation with Adhese.

With the considerable reach of Makro's web presence, Makro also wanted to start to offer different options for bannering (skyscraper, imu, leaderboard ...) and online display packages on the corporate website Makro.be and shopping website Makroshop.be. With at least 656,000 page views/week on these websites, companies that focus on retail customers can discover a new powerful online marketing channel. The Reference set out to find the right solution in the market to make this specific offering commercially available and found it in Adhese. Adhese is an advanced and comprehensive online advertising solution that besides the management of the inventory also does the campaign and order management for you. It also takes care of ad serving and comes with advanced reporting tools and forecasting offers. Finally The Reference made and designed an attractive rate card to offer marketers an overview of the new advertising opportunities on the websites of Makro.

Sven Marievoet, one of the founders of Adhese says: "It was a great opportunity for us and a nice challenge to work with the team of The Reference to dive even deeper into the possibilities that our adserver offers. The time that online advertising only revolved around bannering is over and the focus controlling both content and ads on the same system brings a multitude of opportunities. In the future we expect more of this kind of developments and collaborations like the one we've established with The Reference bring us to places we didn't think of before, what is actually a very nice thing ".

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It's more than digital, it's your business
The Reference is nothing without its customers. Melexis is the stock market-listed global player in the semi-conductor and sensors industry for whom we facilitated future company growth by updating the brand, building the completely new corporate website and giving shape to the use of online channels. Read more about this client.