By Aimee Chanthadavong

In a bid to win over tech-savvy shoppers, who are taking advantage of the e-tailing market both overseas and locally, Westfield has found its ‘insider’ to lure them back to its brick and mortar stores.

Jacqueline Scott, a Westfield spokesperson, told Retailbiz that the Westfield Insider project will act as a bridge between the company and its shoppers.

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

Alyce Cowell, a 23-year-old fashion stylist and journalist, won the 12-month contract, worth $100,000, to blog, tweet and use Facebook to engage shoppers with product and retail news.

“With over 50 per cent of Australians using the internet to research products before buying in store and with the growth of online shopping, the Westfield Insider offers savvy shopping advice to an engaged online community will provide great benefits to both shoppers and retailers,” Scott said.

“The blog and Facebook page are important avenues for Westfield to showcase its in-store and online retailers’ products, promotions and events with an engaged shopping community. Westfield can now communicate with shoppers at any point on their shopping journey,” Scott said. 

Cowell started her job last November and according to Scott, the responses from customers have been positive.

“The Westfield Insider Facebook page has over 13,000 fans and is growing daily. The Westfield Insider Facebook community is actively engaged and members are already sharing savvy shopping tips. Westfield will be looking at a number of initiatives in 2011 to grow the Westfield Insider community and promote its online and in store retailers.”

Westfield was also the first to launch an online shopping mall in November.