Glue Store to offer real-time retail via Twitter

Australian retailer partners with ShopReply on its ecommerce technology to allow consumers to buy goods over social networks while watching their favourite TV program

Australian retailer, Glue Store, is claiming a digital and social first by allowing consumers to purchase goods showcased on TV in real-time via Twitter.

The new offering is based on ShopReply’s wallet technology and will allow viewers of the Channel 11 The Loop Program to buy clothes worn by the show’s presenters by either tweeting a certain brand handle, or sending a text. Glue Store has partnered with the show to compile a range of clothes and accessories immediately available to ship to viewers.

Glue Store claims it’s the first time globally that Twitter has been used in a transactional capacity on a TV broadcast.

“New delivery vehicles like ShopReply extend our business beyond the reach of just an etail or bricks-and-mortar,” said group marketing director for Glue Store’s parent company Next Athleisure, Prue Thomas.

“The technology means we can capture the intent of a large and engaged audience and enabled them to finalise their transaction in an instant.”

Time-of-day marketing touted as retail’s saviour
Price and social factors key with rising number of mobile retail buyers
Coming to grips with omni-channel retailing

Sydney-based ShopReply (formerly BuyReply) offers what it has labelled a ‘transactional advertising’ platform that allows consumers to buy goods from any medium, including billboards, magazines or a TV commercial, without requiring an app. Instead, the offering is based on customers sending a short code by email, text or Twitter, which triggers a text message reply that they simply click and confirm.

The company was launched in 2012 by entrepreneur, Brad Lindenberg, and raised $1m in funding to kick-start growth in April. Investors include Square Peg Ventures and Valar Ventures, whose lead investor is PayPal co-founder, Peter Thiel.

“We believe that Twitter has the propensity to become a significant ecommerce channel capable of processing enormous transaction volumes by leveraging massive real-time TV audiences who are already tweeting, giving these audiences the ability to transact in real-time when they are emotionally engaged in content,”Linderberg commented.

Linderberg told CMO shoppers who tweet or text to purchase goods are sent a link to a shopping cart, where they can choose options such as size or colour, as well as enter payment details and their delivery address. At the back-end, ShopReply sets up a merchant account and full ecommerce platform for brands wanting to sell goods through its service, which can be integrated with their own payment gateway preferences.

Early successes for ShopReply have largely been in the traditional media space such as magazines and TV, where platforms have not previously been transactional, Linderberg said.

Companies signed up to the ShopReply platform to date include publishing group, Bauer Media, which is using the technology to make its magazines ‘shoppable’. Linderberg said the partnership allows readers to instantly purchase multiple items and brands displayed on the pages of each issue through one checkout facility.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why it's time to integrate your website into your digital marketing strategy

As the head of marketing, do small beads of perspiration break out on your forehead when you hear the dreaded phrase: “It’s time to redesign our website?”

The impact of uniforms on consumer brand preferences

Flight attendant uniforms attract attention. From a primary association with sex appeal during the 1960-70s, to the diverse role they perform today, the flight attendant’s uniform sits front and centre in the advertising imagery of many airlines. However, relatively little is known about the ways in which consumer behaviour is influenced by airline uniforms.

Are data and creativity like chalk and cheese?

The industry is experiencing an explosion in data-led initiatives like programmatic buying, as well as a simultaneous increase in the importance of creativity. A less adventurous marketer might see these trends as chalk and cheese, as two developments which have the power to markedly improve a brand’s bottom line, but which don’t have much room for crossover.

When you want to get the most ROI, researching about the tools you need will pay off big time. Take for example your marketing and repor...

TapAnalytics

​How to get the best ROI from your martech investment

Read more

We can see how companies are now developing and improving the digital marketing platform they are using and finding ways to add more feat...

TapAnalytics

CMO's top 10 martech stories for the week - 21 January

Read more

Very nice article, Thanks for sharing this necessary information about digital trends. Specially i like prediction no 3 " Marketers embra...

kevin marshall

Predictions: 16 digital marketing trends for 2016

Read more

Mobile has indeed becoming a big player in the marketing industry. It should be utilized by businesses and mobile campaigns should be pro...

TapAnalytics

Report: Mobile-based campaigns and coupons boost consumer brand sentiment

Read more

Very good points, thanks for this article :) I would also add Virtual Reality to the game changers in 2016 (especially after CES2016). I...

Piotr Maksymowicz

Predictions: 16 digital marketing trends for 2016

Read more

Latest Podcast

More podcasts

Sign in