Earlier this week, Australia Post promoted Click Frenzy Junior, an online only sales and marketing event for online business partners of Australia Post. It is a partner event to the bigger Click Frenzy, the main event run online.
Since it was the first time for this event, noise on social media was small. I suspect sales were small too. You have to start somewhere.
This event is on of plenty of online only marketing events, reaching out to prospects purely online with no representation in-store of the online offer.
I mention this today as another example of competitor sales event marketing that you in competitive retail may never see. The campaign was targeted by Australia Post to focus on brands that partner with their online fulfilment platform.
Plenty of retailers I speak with say that they are not affected by online that much. This is a common comment among regional and rural retailers. The reality is quite different to this perception.
Talk to any major online business in Australia and they will tell you the geographic coverage of sales is in line with population spread.
I appreciate it may feel too hard to compete online. That should not be a barrier to having a crack.
Doing nothing online is no longer an option for high street retailers.