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

The hidden cost of organisation silos

How do you design and deliver exceptional customer experience in an organisation that still behaves in functional silos?

Graham Winter

Australian psychologist and author

Three killer strategies for data-driven audience targeting

Audience targeting is becoming an increasingly sophisticated art through data. Here, we look at three ways you can drive better engagement through different types of data assets and sources.

Michael Bird

CEO, Social Garden

Artificial intelligence, machine learning and the science of customer engagement

There is no let up for today’s CMO who needs to be the master of an ever-increasing variety of trades. Digital changed the game years ago, and now the CMO must be a skilled publisher, technologist and data analyst.

Yes. But on this issue there seems to be concensus between the fringe and the majority. Here is the industry peak body singing from the...

Paul Smith

CMO interview: Marketing the wool off a sheep’s back

Read more

Social media has become common ground where brands and customers meet and greet and due to its increasing popularity users becomes demand...

Alex Martin

Marketers struggle to provide an enriching and engaging experience

Read more

is this a joke?

andre veerhuis

Ticketek: Modern marketing strategy is about treating people as people

Read more

can you provide Top 10 public relations agencies in Australia

Ethan437

6 ways marketers are using technology in content marketing

Read more

Very true about start-ups changing the mentality of marketing. Ultimately, being quick, and adaptive is a great way to get ahead.

Estia

Are startups disrupting the traditional business model?

Read more

Latest Podcast

More podcasts

Sign in