By Aimee Chanthadavongs
Westfield has launched a national marketing campaign to introduce the country’s first online shopping mall, Westfield.com.au.
The online mall, which was released in late November 2010, has more than doubled in retailers, attracting existing Westfield retailers as well as those who have had never traded in a Westfield centre before.
The site allows shoppers to search for items by store, by category, by brand, by price or by direct product name. Results can be sorted by size, by colour or by recently released.
In addition, shoppers are able to easily compare not only product prices and specifications but also shipping cost and returns policies.
Westfield director of business development Michelle Vanzella told RetailBiz that the new marketing campaign for Westfield.com.au centres around the tagline ‘Unlimited Fashion, One Checkout’ and is designed to create a 24/7 shopping experience.
“So really the tag is focused on two key points of difference for the site. In terms of the aggregation of quality branded retail in the fashion and lifestyle arena, we have over 100 stores in over 3000 brands and it was important for us articulate that range,” she said.
“The one check-out part of the tagline is what makes the site unique. You can buy from all these different stores but use one check-out system through Westfield.com.au. We manage the system on the backend and you are still transacting with these individual stores.”
The launch was celebrated with a runaway show in Sydney, featuring more than 130 retailers signed to the site, representing over 3000 brands including Sportscraft, Saba, Leona Edmiston, Ben Sherman, Jeanswest, RM Williams, Quicksilver, Sass & Bide, Ksubi and Ellery.
The media spend for the campaign is exclusively online, comprising of banner ads and online video broadcasts featuring Westfield ambassador and celebrity stylist Gok Wan.
“First of all, our target market, which is 18-54 skewed female, their consumption of the online media is very heavy and the second point is that when you’re in the online environment you’re only one click away in experiencing the site as opposed to offline. Lastly, over 50 per cent of shoppers are utilising online to research before they buy, so it’s a natural hunting ground,” she said.
Westfield anticipates that it will continue to adapt to digital offerings including mobile and social connectivity.
“Certainly right now there’s already a range of social interactions of being able to save your product and share them with your friends. Already, we have a first stage iPhone app however, due to the increasing shopper use of the mobile devices and shopping beyond your desk then that’s why it’s important for us to continue,” Vanzella said.
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