Fairfax dips into online retail with latest venture

  • Media
  • December 2, 2016
  • Caitlin Salter
Fairfax dips into online retail with latest venture

Following on from its expansion into the broadband market, Fairfax is now taking a punt at online retail via a new website called Indexed.  

Indexed is the latest venture of Fairfax Media NZ and is run by the company’s digital commerce team at the Auckland office. Launched officially on 21 November, the website aims to make the experience of shopping as easy as possible.

Fairfax digital commerce manager Alexandra Mills says shopping through a website like Indexed takes the hassle out of online shopping.

“Why visit ten stores in the city when you can just visit one that has items from all around the country, all in the comfort of your own home with a wine in hand,” she says.

The idea for Indexed was born after some extensive research into New Zealand consumer behaviour, which showed Kiwis are more inclined to shop abroad for the range and price point they expect.

Most consumers aren’t aware of the great range of products and brands made locally because it’s hard to search for them, Mills says.

“We scoured New Zealand for unique and exceptional products and brought them all together on Indexed.

“It’s now easy for Claire from Christchurch to buy beautiful handmade prints from Auckland and stunning linen cushions from Tauranga – all through one checkout and purchase process.” 

Indexed approaches local brands to come on-board and they send through product catalogues to be put up on the site. Inventory and delivery of products are managed by the vendor, which Mills says adds a personal touch.

“Our role is to maintain the elegant and sophisticated digital shop front and in return we take a small percentage of the sale.”

Similar websites have popped up across the ditch in recent years. Hard to Find was launched by mother-of-three Eri Stewart to give shoppers a chance to buy goods that weren’t dime-a-dozen. The website is a platform for small creative businesses and has grown to incorporate almost all areas of shopping, from gifts and homewares to fashion and jewellery and all that’s in between.

Indexed’s current collections include home décor, bedroom and bathroom and kitchen and dining, but the plan is to introduce new categories in the future so the website covers all the bases in one shop.

Other new features will include gift and wedding registries.

Mills says the best thing about Indexed is that all sorts of shoppers can use it.

“We want the shopping experience to be so enjoyable and seamless that it appeals to all age groups,” she says.

The initial reaction to Indexed has been positive with a number of vendors approaching the company to come on-board after seeing the website advertised online.  

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