Hitwise Case Study on Kohl's and Stardoll

Kohl's recently promoted a new line on Stardoll timed around the back-to-school teen shopping spree. Heather Hopkins, Senior Online Analyst, Hitwise US, tracked traffic from Stardoll and to Kohl's and found that the teen avatar site sent 6.45% of its downstream traffic to shopping and classified sites with Kohl's leading the way. In turn, during the peak back-to-school week ending on August 16, traffic directly from Stardoll made up .26% of the traffic to Kohls.com. And, of course, Stardoll might have been more traffic along an indirect route.

"Retailers considering this type of promotion need to do their homework," commented Hopkins. "The Kohls-Stardoll partnership was a good fit as the clothing line being promoted on Stardoll was a new line designed by Avril Lavigne. Much of the activity on Stardoll is celebrity worship making this tie in particularly relevant to Stardoll members. Firms looking to establish such partnerships can analyze clickstream data to understand relationships and to find appropriate promotions, thereby reducing the risk of a flop." [via DMW]