F.Y.I.

Online campaign launches for Westfield’s virtual shopping mall

Westfield has launched an online advertising campaign, created by M&C Saatchi with media by Ikon, to promote Westfield.com.au, a new online shopping mall.  The mall is being positioned as a one-stop location for Australian shoppers.

The announcement:

Westfield will this week unveil a national marketing campaign to introduce westfield.com.au, Australia‟s first “one-stop” online shopping mall to Australian shoppers. The official launch event will be held on 13 April 2011, with the staging of the country‟s biggest ever runway show at Customs House in Sydney.

Westfield.com.au now has more than 130 retailers signed to the site, representing over 3000 brands including major names such as Sportscraft, Saba, Leona Edmiston, Ben Sherman, Jeanswest, RM Williams, Quicksilver, Sass & Bide, Ksubi and Ellery.

Westfield.com.au has more than doubled in retailers since its release in late November 2010 and new retailers will continually be added to the site in order to build Australia‟s leading fashion and lifestyle range online. The site has not only attracted existing Westfield retailers, but many retailers who have never had the opportunity to trade in a Westfield centre before.

Westfield‟s Director of Business Development, Michelle Vanzella, said “Westfield.com.au offers Australian shoppers the unique experience of being able to search, compare and purchase goods from multiple stores all in the one location, through a single checkout.”

Importantly for such a large collection, the site allows shoppers to search for items in a number of different ways – including by store, by category, by brand, by price or by direct product name. Results can be sorted by size, by colour or by recently released. In addition shoppers are able to easily compare not only product prices and specifications but also shipping cost and returns policies.

“As wonderful assistance to all those shoppers searching for a bargain, the site also now offers a „search by on-sale‟ section which regularly carries nearly 10,000 products on sale every day. And as part of opening specials, every single store on the site will offer free shipping for a limited time,” said Ms Vanzella.
The new marketing campaign for westfield.com.au centres around the tagline Unlimited Fashion, One Checkout and is designed to make sure shoppers all over Australia know that they can now shop 24 hours, seven days a week through westfield.com.au.

The media spend is exclusively online, comprising of banner ads and online video broadcasts featuring Westfield ambassador and celebrity stylist Gok Wan. A PR program featuring Australia‟s biggest ever fashion parade with over 100 models and 70 brands will also support the launch.

Robert Jordan, Westfield Managing Director Australia and New Zealand, said “The opening of westfield.com.au to online transactions is another example of the ongoing adaption of Westfield to the ever-changing retail market place. The use of digital technology by shoppers to both assist their in-store shopping experience, as well as to transact online, is enhancing the ways shoppers can interact with retailers.”

Westfield.com.au provides Westfield with the opportunity to now bring shoppers and retailers together across the physical and virtual channels, offering shoppers multiple ways to find and shop from retailers they know and trust.

“Westfield anticipates that it will continue to grow and adapt its digital offerings, including mobile and social connectivity into the future,” said Mr Jordan.

The marketing agencies for westfield.com.au are:

  • Advertising– M&C Saatchi
  • Media – Ikon
  • Events – the projects
  • PR – Haystac
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