Big W targets e-commerce with giant toy catalogue

By By Amy Kellow | 21 June 2012

Retail giant Big W has today unveiled a large-scale interactive catalogue to launch its annual Giant Toy Spectacular Sale and recently updated iPhone app.

The start of the sale, which kicked off at midnight last night, is the "biggest shopping day of the year" for the brand, according to Big W. "More than 350,000 items will be sold online [...] with more than 3.5 million toys, DVDs and gaming products" to be sold in the first two weeks of the sale", said the discount retailer in a statement.

The 2.4 metre-high catalogue outside Sydney's Queen Victoria Building features this year's most popular toys across self-turning pages, embedded with QR codes, and allows people to use the app to reveal exclusive prices. The app itself invites consumers to buy or layby products, check competitor prices and create electronic shopping lists, and is what the brands claims to be an 'Australian first'.

In terms of the brand's engagement with e-commerce, media manager Sarah Wakely told AdNews: "We have very high expectations of growth this year with online". Wakely said the brand expects to see about a 50% increase in traffic compared to last year.

"There will be growth in the market place with "about 3-4% on toys all up," she added. "I think you'll find QR codes and watermarks are things people will be continuously using, particularly with smartphones. It's a very convenient way to shop."

Wakely said that the current campaign, which also encompasses TV, radio, out-of-home and press, is 'the biggest of the year' for the discount retailer.

Big W director Julie Coates said in a statement: "Big W was the first department store to introduce online shopping in 2010 and the first to introduce an app last year. Now, we are the first to introduce a fully transactional shopping app giving our customers more options than ever before."

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