Shop Direct Group, the parent company of Littlewoods Direct, hopes to have the internet account for 70 percent of total sales by 2011. To drive more traffic to its websites, the company is
investing £16 million in offline and online advertising.
Shop Direct launched an eight-week, £4 million campaign on 7th July to support its flagship website, LittlewoodsDirect.com. In addition to sponsoring the new series of Undress the Nation,
hosted by Littlewoods spokespersons Trinny and Susannah, the campaign will buy adverts on other TV programmes including Big Brother, Coronation Street and X Factor. Print ads will appear in women’s magazines including Glamour, Marie Claire and OK!, and web ads will run on sites such as Osoyou.com and ITV.com.
Shop Direct Group’s other catalogue titles include Additions Direct, Great Universal and Kays.