The retail rhetoric is usually about traditional retailers moving into the online space. eBay is doing the reverse. The online site is launching its first physical activation in Australia with 'shoppable windows' in Sydney that allow shoppers to buy through eBay on mobile devices.
eBay has run similar pop-ups in other markets and says it doesn't have any targets for sales conversions or uplift, but that it is more a branding exercise to expose people to “the new eBay”and change perceptions of it away from being an auction site, to be seen as a retail platform.
From today (4 December) to Friday (7 December), four shoppable windows have been set up at Custom’s House to link physical items from retailers with online shopping. It's also creating a “traditional” Christmas scene with snow machines and the “sounds and smells” of Christmas.
It has also curated Christmas gifts based on four types of consumer – Lycra Mum, Daddy Cool, Teenage Dreamer and Little Princess – to offer inspiration for Christmas gifts. Products in the windows are from some of Australia’s top retailers, including Harvey Norman, The Good Guys, and Target.
The activation was created by eBay's PR and communications partner, Pulse. eBay also works with Havas Worldwide on local creative.
Megan English, eBay's communications manager, said: “eBay's entire business model in Australia is about enabling retailers in Australia. If we invest on our platform on behalf of retailer, it helps everyone.”
“It's the first time eBay has been brought to life like this in Australia,” said English. “The truth is that retail has changed and we acknowledge that we have a responsibility to merge the online and offline world. Consumers aren't talking about online and offline retailer. It's not an online or an offline transaction – it's just shopping. They don't feel differently about it.”
eBay is planning more physical activations in 2015.
English claims that since introducing the capability for shoppers to buy online and collect items in-store with retailer partners a month ago, half of all shoppers on ebay have opted to use it, demonstrating the appetite for merged online and offline retail.
“We have to do more of it, not just for consumers but for our retail partners that people are used to interacting with in the world. The reaction to it is clear – people want a physical and real relationship with brands they are buying from online.”
eBay predicts that Sunday 7 December will be the busiest online shopping day. It is expecting 2.6 million visitors to the AU site, 1.5 million of these from mobile devices – a 16% increase on the busiest day last year.
It anticipates that 510,000 items will be sold on this one day – 23% more than last year, with 200,000 items bought on mobile.
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.