| Sales through www.mint.ca increased 56% in 2002. The Internet continues to be an effective channel for reaching individuals who might not otherwise purchase products from the mint.
2002 Annual Report The Royal Canadian Mint
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The Royal Canadian Mint has produced coins in Ottawa since 1908 with the highest quality and a flawless attention to detail. The Royal Canadian Mint is also the oldest and one of the largest gold refineries in the Western Hemisphere.
the situation
In 1995 the Royal Canadian Mint (RCM) was like many national organizations - looking for a fast on-ramp to the information highway. That year, bv02 began its interactive journey with what has become one of the world's pre-eminent numismatic sites on the Internet.
tactics
The RCM site began as a digital brochure designed to highlight the launch of Canada's two-dollar coin. In advance of wide circulation, collectors could download high-resolution images of the coin, explore the artistic process that went into selection of its artwork and, more generally, explore the Mint's heritage as a century-old Canadian institution. While bv02 prepared this online collection, it also engaged in an aggressive online promotional campaign for the RCM site, which led to online traffic reaching 100,000 hits per month in 1996. After receiving ample feedback from site visitors who wanted to purchase coins online, bv02 introduced an electronic commerce solution in early 1997, establishing a Gift Club offering a selection of RCM products. Later that year, the site expanded with more interactive collections, including a global online chat with a few of the Snowbirds stunt pilots to announce a new series of aviation coins. To continually feed promotion of the site, bv02 developed a catalogue with a database-driven preference engine to generate client listings for future promotions.
results
The Royal Canadian Mint's website has generated a significant annual income, which has contributed to offset the ambitious website development budget. In working with bv02, the Royal Canadian Mint has established a strong and solid digital brand worldwide and will continue to emerge at the forefront of online developments within its industry.
Looking for a fast on-ramp to the information highway, the Royal Canadian Mint partnered with bv02 to create what has become one of the world's pre-eminent numismatic sites on the Internet. bv02's strong and solid digital brand strategy, reflected in the site's e-commerce capabilities and online Gift Club, ensures that RCM will continue to emerge at the forefront of online developments within its industry. http:// www.rcmint.ca
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