Jewellery brands lead with new technology

2.3 k views | Posted September 03, 2012 |

Two Australian jewellery brands are some of the first companies to adopt BuyReply, a new technology that quickly connects consumers from offline marketing messages to the brand’s eCommerce site.

BuyReply is a new internet service that enables consumers to complete online purchases for products they see promoted in traditional media, like magazine or newspaper advertisements. Several Australian jewellery brands have become early adopters of BuyReply and have already signed up to use it.

The service works by offering codes for specific products that are advertised on television, radio or print media, which consumers can insert in an email or Tweet stating intent to buy the product.

The consumer then receives a confirmation text message to their phone, which quickly directs them to the eCommerce “checkout” to complete the purchase. If the user already has a BuyReply account, the transaction proceeds immediately after confirmation at checkout.

After a year in development, BuyReply launched this week with the latest issue of Marie Claire containing several email and tweet purchase-enabled advertisements, including ads for products by Thomas Sabo and pearl jewellery brand Kailis.

BuyReply CEO and founder Brad Lindenberg told Jeweller that the service was a logical next step after the success of online shopping.

“I think this is the future of eCommerce,” he said. “We've been educated by Amazon and Ebay. They've built trust for the system of paying for things for online, now the growth is going to come from the offline world. You've got to think of the size of the audience engaged by TV and print. It’s larger than websites at one single time.”

Lindenberg said that his model offered a simple system that makes offline advertisements become potential direct purchase points, and would be successful because of the popularity of smartphones.

“The idea came from the penetration of smartphones; it has meant that people are spending less time in front of computers and more time on mobile devices,” he said. “This solution bridges online with offline marketing and shopping. TV, magazine and radio ads can now enable people to buy a product immediately and transact it very easily via twitter and email.”

Lindenberg believed BuyReply was the first company globally to use an inbound email and twitter method for shopping directly from ads, and said it is superior to using QR codes.

“QR codes require an education for the consumer,” he said. “They have to download an app, they have to learn how to use it. There are no apps you have to download with this, anyone with a smart phone can buy a product on an ad.”

Both have BuyReply-enabled advertisements in the latest issue of Marie Claire, but would not speak on the record about the promotion.

Lindenberg said that Thomas Sabo and Kailis became BuyReply clients through Marie Claire, but that the service is available to anyone.

“The platform lends itself to selling anything and everything,” he added. “We do deals with everyone. We worked with Marie Claire, and these jewellery brands happened to be advertisers with them. It's a new direct sales channel, the brands saw value in being able to sell directly to readers because it makes sales quicker.”

If BuyReply proves an effective and popular sales platform with consumers, it could have ramifications on the retail jewellery industry. It allows brands and distributors to sell directly to consumers quickly and simply.

“In BuyReply, the seller can create an account, add product and manage tax, stock, shipping all within BuyReply,” Lindenberg explained. “It’s a bit like PayPal in that way, it’s very easy to use.”

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