eBay Australia has thrown down the gauntlet against Harvey Norman and JB Hi-Fi, by launching its first print catalogue to local residents. An interactive digital magazine will also be published online.
According to Mumbrella, the catalogue was produced in-house by eBay Australia’s creative design team.
The catalogue mimics a strategy famously used by physical retailers, furthering bridging the divide between e-commerce and bricks-and-mortar stores.
“We’re adopting a similar strategy many traditional bricks and mortar retailers have – by having both a physical and online presence,” said eBay Australia CMO, Julie Nestor to Mumbrella.
The catalogue will reportedly encompass 40,000 eBay Australia sellers (e.g. Mobileciti), highlighting the fact 90% of the e-tailer’s products are brand new – i.e. away from its ‘second hand’ roots.
It’s unclear where the print catalogue will be distributed, and how many copies will be released.
An accompanying digital catalogue is set to launch on May 21, allowing consumers to buy items straight from the e-mag.
It’s unclear what payment terms eBay Australia has enforced on sellers, with catalogues known to be a cash cow revenue generator for the likes of Harvey Norman.
The news also amps up competition against the likes of Kogan.com and Amazon Australia, who heavily rely on EDMs and personalised digital marketing.
