Southern Cross Austereo (SCA) has bolstered its digital offering with an investment in online e-commerce platform, My Local Auction.

This resulted in the launch of a new, world-class product – www.mylocalauction.com.au – which connects local buyers and sellers across Australia.

My Local Auction allows consumers to bid online on an extensive range of products from local businesses, spanning everything from electrical to home and garden, new cars and swimming pools. Online buyers can access products and services at often up to 50% off recommended retail price (RRP).

SCA has assumed end-to-end design, development and control of the product to allow better integration with its other broadcast and digital assets, and directly influence the mobile responsive product roadmap.

SCA will conduct its first auction on the platform in Orange and Dubbo, commencing Friday 6th September. There are 26 auctions are planned for 2015, with the inaugural metropolitan auction set to take place in late 2014.

The investment in My Local Auction plays a key role in SCA’s digital business e-commerce strategy. Insights and data derived from directly connecting buyers and sellers will also deliver on SCA’s commitment to improving the effectiveness of digital client campaigns.

Southern Cross Austereo director of digital and innovation Clive Dickens said: “My Local Auction is a key component of our expanding e-commerce and data strategy. The launch of this world-class platform will connect local businesses with potential customers, allowing consumers to access great bargains. My Local Auction is the first step in a multi-phase strategy for the ‘My Local’ online brand, which we’re excited to roll out in the coming months.”

Benefits for clients and consumers: My Local Auction has a wide range of benefits for both consumers and clients. Benefits of using the platform for consumers include paying as little as 50% of recommended retail price on some items, purchasing with confidence through trusted and reputable local brands and supporting local businesses. Benefits to clients include no cash outlay, being able to advertise at wholesale cost and being able to reach new and non-traditional markets.