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
Our latest CMO 2022 readiness episode on the great resignation and staff motivation and leadership is now live!
Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.
Between further interest rate rises, inflation, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.
Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.
Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...
Hans Jensen
Explainer: What marketers need to know about cryptocurrency
Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...
Dave Sigurd
Gartner: Digital isn't enough of a superpower for CMOs anymore
I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...
Dave Sigurd
CMO's top 8 martech stories for the week - 9 June 2022
Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...
Dave Sigurd
Creating a marketplace for wellness
A solution for an retail industry data extraction. https://e-scraper.com/usefu...
"e-Scraper" Data Extracting
Catchoftheday launches fee-based online shopping club