07/05/2008 - 22:00

Window-shopping online

07/05/2008 - 22:00

Bookmark

Save articles for future reference.

Four Perth businessmen are hoping to revolutionise the way consumers shop, turning what used to be an afternoon at a busy shopping centre into a quick search with the click of a mouse.

Four Perth businessmen are hoping to revolutionise the way consumers shop, turning what used to be an afternoon at a busy shopping centre into a quick search with the click of a mouse.

The innovative online advertising medium, ebuyinguide, is the first of its kind in Australia and is the brainchild of marketing director Keith Baird.

The advertising aficionado has almost 30 years’ experience in the industry throughout Australia and South-East Asia and created
www.ebuyinguide.com.au to provide a bridge for retailers to display their offers on the internet in a way that complemented existing newspaper and consumer search habits.

The website is owned and operated by WA-based Online Media Network Pty Ltd, which has on its board Marketforce Ltd director Howard Read, a 25-year marketing veteran, and Paterson Securities Ltd finance executive and former director of KPMG Andrew McMillan.

Online Media Network managing director Jamie Ogilvie joined the company in September 2007 and oversaw ebuyinguide’s WA launch in April, which will be followed by a national roll-out later this year.

Mr Ogilvie is the former regional commissioner of the Australian Securities and Investments Commission’s WA regional office.

The ebuyinguide’s content is an online representation of retail advertising in newspapers.

“For the very first time, Perth shoppers will be able to find the best retail offers in just a few clicks of the mouse, rather than going from one shop to another,” Mr Ogilvie said.

“Not only can you find the best deal currently on offer, it saves people time, legwork and petrol costs.”

According to Starcom WA managing director Alan Matthews, the ebuyinguide would satisfy the 80 per cent of Australian internet users who now research online before buying.

“This enormous influence in consumer behaviour means that serious retail marketers must have an online presence of some description if they are to reach this massive and pro-active market at the crunch-end of the purchase cycle,” he said.

Mr Baird said pro-active shoppers were still a relatively untapped market segment.

“So what we’re really doing is connecting those people to the retailers in a really simple and easy way that works for both parties,” he said.

“I came up with the idea because I could see that retailers were finding it really difficult to advertise online with the options that are available to them.”

“Internet access is now widespread and people are becoming more and more familiar with it, to use it as a research tool.”

Mr Ogilvie said while the ebuyinguide afforded consumers the opportunity to browse in the comfort of their own home, the website was not a buying site and would still drive customers to make the in-store transaction.

A retailer wanting to provide the online buying option can do so through a separate link.

Current advertising partners on the ebuying guide include IGA, Rick Hart, The Good Guys, Friendlies Chemists, Retravision, Midland Brick, Sony Central, Better Pets and Gardens, Abacus, Portacom and Kresta.

STANDING BY BUSINESS. TRUSTED BY BUSINESS.

Subscription Options