musicMagpie has signed a contract with independent media agency R.O.EYE to help tap into specialist audiences on social channels.

The entertainment retailer will engage with specific segments of its customer base of 3.5 million users, identifying different enthusiasts via strategic social media campaigns. It will also work with R.O.EYE to reach and appeal to new customers.

musicMagpie is primarily using Facebook to get its brand in front of online communities such as vinyl fans or iPhone devotees, and is also in the process of testing Instagram.

Dale Goodwin, marketing manager of musicMagpie Store, commented: “Selling via social is another key route to market for us. Our product range is diverse and R.O.EYE's technology gives us a granular view of customers so we can be relevant and timely with notifications and offers. We see this personalised approach having a very positive impact on sales.”

“The degree of targeting that paid social media offers will enable musicMagpie to access its huge database in a meaningful way,” added Mark Kuhillow, founder of R.O.EYE. “It now has the ability to zoom in on individual audiences across vast platforms in a cost-effective way that achieves scale.”

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