eBay’s Top Bid: Physical Catalogues

Ally Feiam By Ally Feiam | 14 May 2019

Marketplace giant, eBay, is set to embrace omnichannel presence with its new physical and digital catalogue.

eBay is launching a physical catalogue, showcasing 40,000 of Australia’s retailers. This is the first catalogue that eBay’s releasing, and is switching their focus on an omnichannel approach. The marketplace will send out two million copies of the catalogue to Australian households, alongside digital copies on its site.

The ‘Winter’ catalogue is set to feature home and garden, men’s and women’s fashion, heating, bedding, entertainment, toys and much more. eBay aims to showcase 90 per cent of what’s ‘brand new’ and available on the site. ‘Hot Deals’ include Apple AirPods, a Dyson Hot + Cool Fan and the KitchenAid Cook Processor.

eBay’s Chief Marketing Officer, Julie Nestor said: “We’re adopting a similar strategy many traditional bricks and mortar retailers have – by having both a physical and online presence.”

The catalogue aims to target a new audience with a traditional approach, for Australian shoppers who prefer to sit down and flip through with a catalogue, rather than just click through. “We wanted to find a way to showcase our fantastic range of products. We know retail catalogues have long been the way Aussie shoppers prefer to browse and purchase the best deals,” Nestor said.

eBay’s catalogue is being sent to two million Australian households.

While digital catalogues have trickled into the mainstream for consumers who shop online, there is still a demand for printed copies. In recent times, sustainability has played a huge role in Australian buyer behaviour, with consumers often turning to environmentally friendly alternatives for the sake of the planet. eBay’s catalogue follows this route for consumers, as Nestor explained: “eBay is committed to operating in the most environmentally sustainable way. Our catalogue is printed on PEFC stock to ensure our impact on the environment is minimal.”

Alongside the launch, eBay Plus members will also get an extra ten per cent off the products featured in the catalogue. “There has never been a better time to be a member of Australia’s leading shopping membership program,” said Nestor. The membership, which is available for AUD$49 annually, provides customers with free delivery and returns, double FlyBuys points and other exclusive offers.

The physical copies will be distributed to households throughout this week, with the digital and shoppable version launching on the site on 21st May.

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