Customers reading the online version of a traditional printed catalogue can now make direct purchases by using an e-commerce platform that has been launched by IVE Group and rolled out across the Best and Less retail chain.
The platform, Nexus, can transform traditionally printed materials, including catalogues and brochures, into a fully interactive shoppable experience which can be used across all electronic media including web, mobile, email and social channels.
IVE Group chief marketing officer Rob Draper says Nexus, which means the link between two or more things, has enabled catalogue interaction to become one-stop with a customer now able to purchase products in real-time straight from the catalogue page.
“Nexus allows people to purchase products from online catalogues or brochures with one simple click-to-cart, rather than just showing them what’s on offer or special. It converts browsers into active shoppers. Once a catalogue or brochure has been transformed into a shoppable experience, we can push it out via social media and email channels in addition to pulling more people onto the retailer’s website”,” Draper said.
“The platform has embedded video and live enquiry capabilities that cater to the travel, real estate and financial sectors too, however, the real beauty of Nexus lies in its live analytics functionality. We can tell retailers what their shoppers are looking at, engaging with and buying, all in real time. This allows us to change content on-the-go in order to maximise sales conversion and over time provide our clients using the platform with deep shopper insights.”
IVE has spent four months trialling the platform with a large Australian retailer which produced positive results and prompted the full rollout.
The trial found that online catalogue views, once converted to eCommerce catalogues, more than doubled to 117 per cent, while page views increased by 125 per cent. There were over 44,000 product clicks on the e-catalogues piloted during the trial with a buy now conversion rate of 14.8 per cent.
“We’ve effectively created a new sales channel for our client,” Draper said.
IVE Group chief executive officer Warwick Hay commented, “we’re thrilled to be moving into the eCommerce space with such a solid and effective platform. Our product has been proven in this market and the results it can generate for our clients are nothing short of fantastic. This technology further expands our retail offering and forms a key part of our diversification strategy. It’s something that our clients, staff and investors alike should all be very excited about”.
When asked about whether or not this new technology would impact some of IVE Group’s traditional catalogue and printing businesses Hay replied, “in the odd case it may, but in general this is a complementary touchpoint to traditional printed catalogues and brochures, not a replacement. Based on the trial results and initial client sentiment, we’re expecting total spend to increase in this space along with our market leadership position”.
The platform is fully operational and as of today it’s open to the Australian market for the first time. For any enquiries contact [email protected]
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