online shopping

Pitney Bowes has launched a new television advertising campaign touting its Commerce Complete platform that addresses the complexities of cross-border e-commerce for retailers. The campaign includes several ads featuring different product segments.

Commerce Complete is designed to aid retailers in attracting customers, increasing engagement, informing messaging, staying competitive and navigating new markets via a platform that is compatible with 74 currencies. The marketing campaign illustrates common scenarios encountered by U.S. retailers wanting to expand their businesses globally.

“Each ad focuses on a different pain point that retailers are facing in trying to turn their U.S. online businesses into global businesses,” said Bill Borrelle, the senior vice president of Pitney Bowes. The firm works with over 250 retail brands and is also in a partnership with eBay.

Pitney Bowes aims to reduce global shopping friction points for U.S. online retailers.  Shutterstock / xtock

The “Jeans” ad portrays the obstacles of streamlining online payments while the “Coffee” ad speaks to the challenges of customs regulations and duties. And a “Sportswear” ad focuses on local shopping behaviors. Each ad blends a balance of information and levity.

“The campaign highlights the challenges U.S. retailers face as they work to expand their digital storefront globally,” Borrelle told WWD. “Pitney Bowes cross-border e-commerce solutions remove complexities such as accepting payments in foreign currencies, understanding customs regulations, calculating shipping, duty and taxes, so retailers can turn a U.S. online business into a global one, doing business in more than 220 countries and territories,” he added.

And, the rate of international online shopping is increasing globally: 66 percent of shoppers have already purchased cross-border, according to Pitney Bowes 2016 Global Online Shopping Story. Pitney Bowes introduced Commerce Complete at ShopTalk 2017 in Las Vegas.

For More Retail Business Trends from WWD, See:

Dassault Systèmes Partners With Fossil Group to Elevate Brand Experiences

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Anticipating a ‘Dramatically Different’ Retail Experience by 2030

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