Storytelling’s The Key In Targeting Gen Ys: Billabong Ecommerce Boss

Storytelling’s The Key In Targeting Gen Ys: Billabong Ecommerce Boss
SHARE
THIS



Collapses, takeovers and boardroom ructions, it would be true to say Aussie surfwear brand Billabong has had its fair share of ups and downs in its lively 42 year history. But, to its credit, it still continues to thrive and remains one of Australia’s most iconic home-grown fashion labels.

The company’s group ecommerce manager, Tora Brophy, is loathed to talk about past difficulties but tells B&T the Billabong brand has an exciting future both in Australia and globally.

AAEAAQAAAAAAAALDAAAAJDhmMzZlOGQ1LTYwMTEtNGMzMC05NWQwLTQ2MWJkM2YwZjNiZA[1]

He believes Aussie shoppers are “catching up to global shopping habits”. We’re becoming “multi-channel dimensional,” he says, where “shoppers demand service, convenience and personalisation”.

Brophy says: “A major area for Billabong is to firstly understand the customer journey across each channel and then evaluate how we can improve our brand experience at every point of interaction. Today a customer’s journey may spark from a blogger’s Instagram post, cross to a print ad, research online then purchase in-store; however we’re only touching the basics of a connected shopper.”

Despite his ecommerce role, Brophy says he’s still a big fan of ‘bricks and mortar’ and says the two – online and traditional retail – need not be mutually exclusive. He says the whole shopping experience – “omni-channel retail” – means brands must empower the customer no matter how they may choose to engage with it.

“It’s about providing the same great brand experience across all channels, be it in-store, online, customer call centre, social, etc and because it’s built around the customer, for the customer, they have the freedom to shop what they want, how they want, when they want, where they want,” he says.

The rise of data is also essential for Billabong and Brophy admits that being a youth brand and having a customer base that’s very digital-centric means data is easy to collect. However, he says the company is still “refining our processes around effective ways to use it”.

He adds: “This could mean shifting our email marketing to deliver targeted and highly relevant messages, curating our product collections to trends, delivering personalised remarketing messages, or using product feedback to improve our garment design.”

Nor does Brophy believe a brand fast approaching its 45th birthday is no longer resonating with a younger crowd and that’s where digital and storytelling has such an important role to play.

“Gen Ys are channel agnostic and have a massive hunger for distinctive content,” he says. “One example is social. We leverage our social channels to help tell our stories and drive brand awareness among the youth through fresh, new content which directly appeals to the target market.

“The content our brands are producing talks back to our brand DNA from multiple angles; swimwear campaigns in Tahiti, athletes catching the latest swell to hit Hawaii, the latest performance board short to arrive, and global surfing events in Tahiti and Hawaii to mention a few.

“I believe our job is to unlock this content and inspire our youth audience through telling these unique brand stories,” he says.

Tora Brophy will be speaking at the Online Retailer And Conference Expo in Sydney on 22-23 July 2015.

Please login with linkedin to comment

Advertising Standards Bureau Brand Finance

Latest News

Nazeem Hussain Mistaken For Waleed Aly In TV Listing Fail
  • Media

Nazeem Hussain Mistaken For Waleed Aly In TV Listing Fail

Comedian Nazeem Hussain took to Twitter to call out a TV guide that mistakenly listed him as The Project’s Waleed Aly. Contrary to what you may read, Hussain hosted the ABC show Australia Talks last night alongside Annabel Crabb, not Aly. The error was published in Binge TV. According to TV Black Box, Binge TV […]

CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns
  • Marketing

CouriersPlease Study Finds That Aussies Don’t Want Small Businesses To Shut During Lockdowns

A survey conducted by CouriersPlease (CP) has found that four in five Australians want small retailers exempt from closing shop during future lockdowns. Leading parcel delivery service CP commissioned a survey of an independent panel of just over a thousand Australians to gauge consumer sentiment on Government-mandated business closures. CP found that three in four […]

Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition
  • Media

Aussie Cannes Young Lions Team Win Gold In Cannes Lions Live Media Competition

Nolan Yu and Max Learmont had been awarded Gold at Cannes Young Lions Live. Yu, senior account manager at OMD and Learmont, senior strategist at Speed, were awarded for their ‘Wake Up To A Better World’ campaign. Placing Silver was Japan, and Bronze was Portugal, while the shortlist also included Norway, Columbia and the UK. […]

by B&T Magazine

B&T Magazine
Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
  • Advertising

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success

Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]

by B&T Magazine

B&T Magazine
Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Ashley Madison Shifts From Shock To Female Empowerment
  • Media

Ashley Madison Shifts From Shock To Female Empowerment

Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]

by B&T Magazine

B&T Magazine
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
  • Advertising

72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO

Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]

Clems Melbourne Snares Charlotte Stevens To Head Myer Business
  • Advertising

Clems Melbourne Snares Charlotte Stevens To Head Myer Business

Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine
Young woman watching TV in the room
  • Partner Content

Household Targeting’s Role In The Cookieless Future

In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]

Partner Content

by B&T Magazine

B&T Magazine
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]