The Woolmark Company launches e-commerce marketplace
The Woolmark Company has launched an e-commerce marketplace on its consumer-facing website, Merino.com.
Recently redeveloped, the Merino.com website aims to increase consumer engagement and provide a central marketing channel for the Merino fibre, products and brand image by taking consumers on a journey from farm to fashion.
Called The Merino Shop, the e-commerce marketplace allows consumers to browse wool clothing and accessories from around the world and to link the products they buy back to the story behind each product.
“Merino.com is our primary channel for educating consumers on the benefits of Merino wool through highly engaging content,” explained The Woolmark Company’s chief strategy and marketing officer Rob Langtry.
Never Miss a Retail Update!He added: “The past two years has seen our digital presence significantly grow and our key campaigns are increasingly moving to a digital basis. Whilst currently we are about 60:40 digital:traditional, within the next three years we are likely to shift towards 90:10.”
The Woolmark Company said the Merino Shop will also enable tens of thousands of Australian woolgrowers to explore the diverse range of products created from the fibre they cultivate.
