E-Commerce

Bing Is Music to Instrument Retailers' Ears

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Executive Summary

With competition growing fiercer in the music retail space, Music Destock needed to find a way to drive more drummers, guitarists, and other musicians to its bargain-oriented website. With one of the broadest selections of quality wind, string, and brass instruments in France, offered at near-wholesale prices, Music Destock was confident that it would close more sales if it could attract greater numbers of customers to its online store. Music Destock partnered with Microsoft Advertising to introduce its vast inventory to Bing's high-quality audience. Music Destock was already advertising on Google and Yahoo! The strategy was to replicate - and further optimize - on Microsoft's decision engine what worked on those other sites.

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