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
In this latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
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.
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.
At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.
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
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
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
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
Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...
soham
How to manage social media during Covid-19