COVID-19: Australian eCommerce Impact | #008

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Nathan Bush is a director at eCommerce talent agency, eSuite. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.

Kate is an eCommerce consultant & growth marketer specialising in Shopify & Shopify Plus with a decade’s experience in eCommerce. She’s often called a “digital Swiss army knife” by clients, with a wide skillset spanning data & analytics, digital and platform strategy, paid media and customer lifecycle marketing. She works with retailers including Nimble Activewear, The Daily Edited and Steele label.

Craig is Managing Director of digital marketing agency Reload Media, a multi-national agency with offices in London, Brisbane and Manila. Craig’s worked with some of the world’s leading brands on all aspects of their digital marketing, and is a regular industry speaker at events such as Online Retailer and Shopify Unite.

In this episode of Add To Cart, we are joined by Kate Collinson, eCommerce consultant & growth marketer and Craig Somerville, Managing Director of digital marketing agency Reload Media.

We discuss the ways in which the CoronaVirus pandemic is impacting the retail landscape in Australia and around the world and how businesses can best respond to this unprecedented crisis. 

Questions answered in this episode include

  • What impacts on retail are we seeing from Coronavirus?
  • What are the surprising trends you’ve seen so far during this crisis?
  • What are some short term tactics to ride out the wave?
  • What other changes do you see coming?
  1. Task focused shopping is subsiding. Purchase lead times are getting longer. 
  2. Auction rates for search and social are decreasing without significant impact to ROAS. 
  3. Branding remains important but needs to be treated sensitively. 
  4. Most (not all) pureplay businesses are benefitting – especially in ‘home activity’ categories. 
  5. Consumer confidence hasn’t reached the bottom… yet. Real economic impacts yet to come. 
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