Catch Group and MamaMia Merge Content and E-Commerce

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By Published On: February 15, 20180 Comments has announced a new partnership with women's lifestyle website Mamamia to bring MamaMia Shopping, tapping into the publication’s growing audience of females and mums.

Online marketplace says its new deal with MamaMia aims to offer the publication’s female audience and growing readership of busy parents convenient online deals on their favourite brands. Mamamia Shopping will appear as a new shopping tab on Mamamia’s current website, which links to a dedicated online shopping platform.

“This new relationship shows that Catch understands that they need to be where the customers are, and MamaMia has proven to be a magnet to millions of decision makers over the last decade.  We are very excited to be able to offer our unparalleled buying and logistics capabilities to satisfy a greater army of Australian shoppers,” Gabby Leibovich, co-founder of Catch told Power Retail.

MamaMia’s readership consists mainly of Aussie mums and Catch is leveraging off this. The buying power of the millennial Australian mum is no secret. According to Australia’s first Mums Marketing Conference held in 2017, a study it undertook unveiled by Kids Business Communications that mums are the “powerhouse of the Australian economy”, influencing the vast $132 billion household economy representing a whopping 80 percent of consumer spending.

That same study also revealed that Australian mums are also digital savvy, with 85 percent on Facebook and they use the internet to make their spending decisions; 90 percent of the 2,000 Aussie mums who partook in that survey indicated that online reviews and recommendations were a huge factor when it came to making a purchasing decision.

Catch says it’s excited to be partnering with MamaMia as many of Catch Group’s customers are time poor mums who will benefit from the convenience of online shopping and enjoy savings on some renowned brands. “This partnership will allow MamaMia’s readers to easily access incredible deals on a wide range of products through a new shopping tab on their favourite content site.”

Catch Group and MamaMia Merge E-Commerce and Content mamamia shopping

Offering a range of products that include designer fashion, big brand tech and discounted bulk groceries, the Catch model is online-only and delivered straight to customers’ doors. The partnership aims to increase visits to the online superstore, adding to its current average of two million weekly visitors.

Catch says its convergence with Mamamia presents a win-win situation for both sides, as the core services of the two companies complement each other and create an engaging experience for consumers.

Mamamia creates a mix of content from entertainment to travel, lifestyle to finance and more. The online publication features content from podcasts to videos, articles and social content – a convergence of information and entertainment for women. With 75 million monthly content views across its platforms, the Mamamia brand holds a nationwide audience.

“The hardest part about working on this project with the team at Mamamia and our partners at Catch Group was to try not to buy all the things on all the days before we actually launch,” says Mia Freeman, founder of Mamamia.

“Like Olaplex hair mask which I use on my dry hair in summer. Or a new pair of Asics for my at-home workouts.”

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Heather Bone