Shop and tell

Published on Mon, 20/09/2010, 09:35:28


By Aimee Chanthadavong

The hunt is on for Australia’s savviest shopper as a part of a national job search campaign launched by Westfield.

The  Westfield Insider will be offered a 12 month $100,000 position to blog, and inform the online community about ‘on trend on budget’ style, product and retail news, and lead and reward a community of shoppers through the Westfield Insider blog and Facebook page.

John Batistich, Westfield general manager marketing told Retailbiz that the Westfield Insider will become the bridge between social networks and Westfield retailers.

“The blog and Facebook page are new avenues for Westfield to showcase our retailer’s products, promotions and events. We can now communicate with shoppers at any point on their shopping journey,” he said.

“The real benefit to retailers and shoppers is the ability to share shopping advice with a community of people passionate about shopping.  The winner will be challenged with providing the inside word on shopping, fuelling conversations and rewarding participation.”

The Westfield Insider will require multiple shopping, fashion and blogging skills including; understanding and recognising the latest fashion trends, recognising good value when it comes to shopping and of course what makes an engaging blog.

“The campaign is about bringing a community of people together who love shopping and encouraging them to share their savvy shopping tips with each other,” Batistich said.

“By maximising reach during the search for the successful applicant, we accelerate the growth of the community and maximise the shopping conversations we can share,

“The Westfield Insider is an example of the move from ‘user generated content’ to ‘we generated content’. Our involvement provides unique access to retailers in our shopping centres improving the value of the content.”

According to ARC’s ‘the internet’s role in offline purchasing’ survey that was conducted in February 2009, 50 per cent of Australians research online before they shop.

“Technology enabled connectivity allows shoppers to search, review, compare and buy right through the shopper journey,” Batistich said.



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