25th July 2007
B&Q grabs all possible customers with Diy.com
Domain name news brought to you by DescriptiveDomainNames.com
When Do It Yourself (DIY) chain B&Q wanted to attract budding DIY enthusiasts to its website, it struck on the idea of using a generic domain name to provide the crucial driver of traffic.
The firm knew that having its brand name was not enough to trap all possible DIY fans to its site because people tend to remember products and services, rather than the specific names of companies they hear about.
Therefore B&Q bought the generic domain name Diy.com so that anyone who types the search term "DIY" into their address bar automatically gets redirected to their branded website.
Domain name sales site MyDomainName.co.uk writes: "On the internet you can have many different addresses. You can use your own company domain name for your website and also use some generic domain names to generate extra traffic.
"If your business domain name has already been registered then don't worry as a generic domain name can make an excellent choice for your website address."
Other examples include bookseller Barnes & Noble buying Books.com and sausage maker Wall's buying Bangers.co.uk.
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