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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in