Friday Interview: Exactly What Does Amazon Down Under Mean For Brands?

Friday Interview: Exactly What Does Amazon Down Under Mean For Brands?
SHARE
THIS


What best describes you?

You can’t turn the page of a national newspaper without seeing yet another story about the imminent arrival of the last of the four horsemen of the apocalypse to Australian shores: Amazon.

Retailers are busy attending workshops to sharpen their “skills” and every one is working on their best American accent so Alexa can understand them.

While horror stories abound about everything from Jeff Bezos’ surly management style through to the wholesale destruction of Australian bricks and mortar retail, it’s an event you really can’t ignore.

Yet even now some people dismiss the development as being as overhyped to the extent of the Y2K bug.

For your delectable Friday consumption, B&T sat down with our resident font of all brand knowledge, CEO of The Brand Institute of Australia Karl Treacher (below), to fill our cup with his wise words.

karl headshot

B&T: When will Amazon actually set up shop in Australia and should we care?

KT: “Anyone selling anything needs to know about Amazon’s launch in Australia. My sources suggest a pre-Christmas launch of Amazon Marketplace is unlikely but possible. Amazon knows how to build brand equity and it has demonstrated that it takes whatever time necessary to understand it’s vendors and local market consumers before pressing go. But when it does press go, my advice is to be on the start line.”

B&T: There’s plenty of horror stories around, are they justified?

KT: “Many Australian vendors won’t understand the opportunity presented by Amazon coming to our shores, but those that do will benefit significantly.

“I expect to see Amazon’s entry heavily influence the marketshare dial across many industries, while helping new brands emerge. Amazon Marketplace is the vehicle of the times, enabling the commercialisation of innovation. It’s a low-risk test bed for brands looking to go to market without the investment and infrastructure of yesteryear.”

B&T: Just how big do you think the impact of Amazon will be?

KT: “The next 18 months will see the online retail landscape evolve. Amazon’s reputation is exceptional so it arrives with a high degree of vendor and consumer trust and excitement. Consumers will welcome Amazon into their field of online shopping choices, smart established vendors will already have contacts in place and product-based start-ups should be right now working through logistics that lead to a presence on Amazon Marketplace.”

B&T: This all sounds pretty positive, give me something to scare the children with:

KT: “The flip side of Amazon in Australia is the enormous pressure it will place on the entire retail sector – particularly the lower end clothing and consumer categories. Big W, K-Mart and Target will no doubt already have strategies in place and Myer have launched their own marketplace, which is a terrific step in the right direction, I just hope it’s not 18 months too late.

Why they didn’t do something exactly like this earlier, like 18 months ago which would have helped reshape their brand image and reputation is a matter for their leadership and board, but they have limited their impact by launching a ‘like’ service at the same time Goliath came to town.

B&T: You’ve singled out Myer before, why’s that?

KT: Like many of us, I grew up with Myer and I sincerely hope it finds a way through the obstacles ahead. The one thing Myer has in it’s favour is the relative unsophistication of a portion of Australian shoppers. For a limited time, some Australian’s will trust an online purchase from Myer over Amazon. It’s a small portion and for a limited time – with a big cliff at the end. It will be very interesting to see how agile Myer can be when it’s time to fly off the cliff or plummet to it’s sad demise. I’m hoping the former. It’s possible and would be a great tale of tenacity and agility from an iconic Australian brand.”

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]