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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in