Wii Want to Buy. Target Doesn't Care?

Ian Lurie

Have you tried to buy a Wii lately? Target stores apparently doesn’t want you to. Ever.

I visited a few major retailers’ sites, found by searching for ‘Nintendo Wii’ on Google:

nintendo wii search result

To me, the Target ad means ‘buy a Wii from us’. So I clicked on the ad, and got this page:

Wii page on Target.com

No console. Lots of accessories available for purchase, but that’s it. And no information about when I might purchase one, or why there aren’t any available.

That’s OK though. I can wait. I figured I could at least pre-order, or put my name on an e-mail list so they could notify me when more Wiis become available.

Nope. I can sign up for the Target newsletter. Nothing else.

Is the Target site just broken? Did they remove the Wii for a few days? Or is it gone forever? The lack of information is aggravating for me, and I know there’s a Wii shortage. It’s probably downright maddening for less geeky consumers. Target is driving away customers with the silent treatment.

So, Target, here are three things you can do to sell tons more stuff. That’s what you want to do, right?

  1. Point your PPC ad for ‘Nintendo Wii’ at a landing page that explains the Wii shortage.
  2. On that page, let visitors click through to the Wii accessories pages on your site, or sign up for a special notification list.
  3. On all Wii-related pages on your site, link to the same page.

Then, the day you get more Wiis in stock, you can notify the list.

It’s an easy, economical fix, and a way to turn a shortage into a marketing opportunity.

And hey, Nintendo? Don’t even get me started on your site.

Ian Lurie

Ian Lurie is founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at www.ianlurie.com

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  1. Poor Target. They seem to really get everything they do that is not online. Apparently they didn’t learn from the legal trouble they are in over accessibility issues. Who is paying attention to their online efforts anyway? If I were on their executive team – these things would be red flags and I would give my web strategy folks a good talking to. It only takes a few things like this to create a tipping point against you…

  2. Target could totally capitalize on the Wii shortage by providing a website where people can be assured to get a Wii. Your numbered list is pretty much exactly what they should do. Maybe they were just counting on no one ever clicking those ads? Who knows…

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