Fairfax Media’s retail offering, The Store by Fairfax, has increased the company’s e-commerce revenue by 700 per cent in the first two months of its 2016 launch.
The company closed its individual online stores for metro mastheads The Age and The Sydney Morning Herald, and condensed its shopping feature down to one e-commerce product.
The online outlet showcases design-focused items curated by creatives, featuring more than 1000 items including art, clothing, accessories, homewares and garden goods. Through the store, the company aims to target and engage its upmarket audience.
Trudi Jenkins, digital commerce director at Fairfax Media, attributes the surge in growth to the harnessing of in-house talent and building a content-driven business model.
“In a world of fake news, Fairfax Media journalists pride themselves on the quality and integrity of their writing,” Ms Jenkins said in a post on the International News Media Association’s Ideas blog. “The products in The Store by Fairfax aim to meet this integrity level, carefully chosen by our curators.’
Fairfax uses art curators, lifestyle writers, fashion editors from its various newspapers and magazines to create product collections. This ensures products appeal to and are trusted by the audience. The site also has editorial content added daily, including interviews with designers, podcasts and videos to best market the products.
Using print mastheads and magazines also has helped The Store extend its reach.
“Key retail initiatives are promoted across our network of national newspapers, magazines, and websites. An exclusive collection of limited-edition prints might feature in a wrap of The Sydney Morning Herald, where the artist is interviewed about his life and work. The story would also be published online, with additional video content and a link to buy the prints,” Ms Jenkins said.
The Store also partners with artists and institutions to work on major projects. It recently partnered with the National Gallery of Victoria, selling prints of artworks featured in the “Van Gogh and the Seasons” exhibition. Other collaborations include Australian Museum, the Royal Botanic Garden Sydney, and artists John Olsen and Del Kathryn Barton.