MSN UK has added services to its Christmas channel (www.msn.co.uk/christmas), including online discount vouchers that can be redeemed when buying from featured partners. Customers can also chat in real time to online assistants.
To integrate e-commerce further into the site, MSN is hosting mini eShops in other channels, such as sport and women. It has also created an xml buddy that enables MSN's partner sites to place individual products from MSN Shopping on their sites.
The shopping area includes retailer Tchibo alongside Dell and PC World. They join existing partners such as Boots, Tesco, Debenhams and HMV.
Interactive agency AKQA has developed the festive marketing campaign, which includes Tangozebra's Overlayz ad format, with creative focusing on characters such as 'dynamite dad' and 'sugar babe' to help users choose presents for family and friends. Sites featuring the ads include handbag.com, Kelkoo and Guardian Unlimited.
"Last year was our first stab at Christmas shopping online, and we realised what an opportunity this was for us to be a central point for shoppers," said Amanda Anthony, business marketing manager at MSN UK.
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