eBay embraces clicks and mortar tactics, launches first paper catalogue

Retail site hopes to appeal to Aussie love of browsing and unite online and physical shopping

eBay Australia has embraced an omnichannel approach to reaching its buyers by launching its first Australian paper catalogue. There will also be a digital shoppable version of the catalogue online from next week.

This following the news in June last year when eBay Plus, it’s loyalty program, was launched.

From the latest tech to men’s and women’s fashion, heating, bedding, kitchen and cleaning, appliances, liquor, glassware, toys and gaming, entertainment, backyard and garage - eBay is using a physical paper catalogue to showcase its 40,000 Australian retailers, demonstrating 90 per cent of what’s on eBay is brand new.

Julie Nestor, CMO of eBay Australia, said eBay is adopting a similar strategy many traditional bricks and mortar retailers have - by having both a physical and online presence. 

“'We wanted to find a way to showcase our fantastic range of products. We know retail catalogues have long been the way Aussie shoppers prefer to browse and purchase the best deals. 

“We're really excited about bringing together the online shopping and physical worlds.” 

eBay’s winter catalogue is being distributed to two million Australian households from tomorrow via walkers into letterboxes. The sale event and digital version of the catalogue will be live from 21 May. 

Nestor spoke to CMO last year and said getting the customer loyalty program right was just one of the ways eBay is attempting to shift organisational focus from a product-led proposition to customer-centric. 

According to Nestor, ‘loyalty’ efforts previously focused on cross-sell and upsell, rather than how to achieve customer stickiness. 

She also planned to invest heavily in brand building, with a fresh brand-led campaign last year emphasising some of the core customer-led capabilities of what the marketplace delivers.

“You have to get away from that constant onslaught of retail promotions, discounts and coupons and start driving a more valuable buyer experience from the product you have,” she said. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

 

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

fdgfd www.google.com

Caroline Natalia

How WW shifted physical engagement to virtual success in 5 days

Read more

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in