eBay adds printed catalogue to the mix

eBay Australia is for the first time having a physical catalogue printed to advertise its products with two million copies to be sent to the online retailer’s Australian customers this month.

A digital version of the catalogue will also be released on May 21 with eBay Australia wanting to communicate that 90 per cent of the goods sold by 40,000 outlets on the site are new, mirroring the strategy of traditional “bricks and mortar” retailers.

Australian printing and distribution giant Ovato worked with eBay Australia to print and distribute the catalogues with chief executive officer Kevin Slaven saying it has been great to see a leading retail brand recognise the power of print.

“We’ve been delighted to work with eBay Australia to print and distribute their catalogue to more than two million households across the country, using our nationwide printing and distribution network to turn their audience into customers,” Slaven said.

“We know print marketing is a powerful lever through the letterbox that has a proven ability to drive people in store or online, so it’s great to see a leading online retail brand like eBay Australia recognise the power of print. The most effective campaigns reach consumers everywhere they are, which means a multi-channel approach covering digital and physical touchpoints is key.”

eBay Australia chief marketing officer Julie Nestor says the company went with the printed form to find the best way to showcase the retailer’s range.

“We’re adopting a similar strategy many traditional bricks and mortar retailers have – by having both a physical and online presence,” Nestor said.

“’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.

“We’re really excited about bringing together the online shopping and physical worlds.”

eBay Australia head of brand Rebecca Newton said once the catalogue has been distributed and engagement and sales results figures are through a decision will be made on whether the catalogue will be quarterly or monthly.

“This is our first catalogue, so we’re interested to see the results before making any long term decisions. We’ll be looking at the engagement from our buyers and the value we drive for our sellers,” Newton said.

“The printed catalogue is being distributed via a 2-million letterbox drop to a mix of existing customers and those new to eBay. Our digital catalogue will be available on ebay.com.au/winter on 21 May and distributed via digital channels.”

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