PayPal launches new marketing campaign titled ‘Unwelcome'
15 September 2008
The advertising and direct marketing campaign invites retailers to consider if they are alienating their customers by not offering PayPal as a payment method.
The ‘Unwelcome' campaign uses images of shop keepers holding signs saying ‘Go Away' suggesting that retailers not offering PayPal may be sending an unintended message to customers. It also includes a large ‘Unwelcome' mat being sent as a Direct Mail to over two thousand retailers in the UK. The campaign reinforces the message that PayPal is the preferred way to pay for one in three UK online shoppers, because of the convenience and the security it offers.
Mark Hodson, Marketing Director at PayPal UK commented, "We know from research that not offering PayPal as a payment method can discourage a large base of high-spending online shoppers from purchasing on retailer websites, as they feel that their financial details could be at risk. This message is delivered in our new campaign via a bold and eye catching visual. PayPal is the preferred way to pay online and now has 21% market share of all consumer internet payments - retailers should make sure they aren't missing out on a potential uplift in sales. PayPal will be launching a big consumer campaign to drive online sales in the last quarter of the year. Retailers should take advantage and add PayPal to their sites now to boost what could be a tough retail Christmas ahead."
The creative highlights the key benefits of integrating PayPal into merchants' sites:
One in three UK online shoppers prefers to use PayPal
Increase perception of trust and security since shoppers won't have to enter payment details at checkout
Reduce shopping cart abandonment with 3-click convenience: 72% conversion rate
Industry-leading fraud protection
Easy integration alongside existing payment solutions
No set up costs
PayPal worked with Base One to develop the creative, and Brand-Links to build the media plan. Examples of the adverts and direct mail can be seen at paypal-press.co.uk/unwelcome
For more information visit paypal.co.uk/welcome
