After only two weeks in the online market, dstore has stepped up marketing competition with the launch of one of the biggest advertising campaigns undertaken by an Australian e-commerce advertiser.
dstore has also acquired one of the country’s largest toy Web sites, Toybox.
The AUS$2 million (US$$1.32 million) campaign will canvas print media, radio, transport, distributed postcards and the Internet, and has seen the company team up with advertising agency Wybin Lawrence TWBA to create a national blitz in time for Christmas.
“We are intent on owning the number one position this Christmas and have made a significant commitment of $2 million to establish dstore as the leading online retailer,” said David Gold, dstore’s CEO. “Our advertising strategy will ensure dstore is synonymous with the best of online retailing in Australia.”
Gold said that sales to date have been four to five times greater than what was projected.
The print advertisements are appearing in The Australian Financial Review, The Bulletin, The Age, The Sydney Morning Herald, BRW, Sunday Life and Australian Net Guide.
One campaign in particular sparked a number of complaints, including union action being taken against dstore. Mr Gold said this exposure has only furthered the site’s profile and brand recognition.
“We realise some people may be surprised by our approach. We’re going to the market with bold statements about traditional retail shopping experiences including some they encounter with under-trained and over-worked sales representatives,” he said.
Heather Albrecht, relationship marketing and new media director with Whybin Lawrence, said the campaign takes a light-hearted look at the stress on traditional Christmas shopping.
Complementing the company’s advertising campaign, a range of sponsorship agreements with leading portals including ninemsn, Excite Asia Pacific, free email siteSTART and Fairfax have been confirmed. Created through a joint venture between sports retailer Rebel Sport and portal Looksmart, dstore’s main inventory is toys and sports merchandise.
It is also due to sign on gift buying site Wishlist.com.au as a supporter.
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