After last week’s last-minute avoidance of maxtreme litigation from a certain vindictive mining magnate, we resume our regular broadcast schedule. Please check out this week’s contribution to the excellent Macrobusiness Superblog, in which we take a close look at the thought process and actions behind the development of Myer’s MyFind website.
It used to be so easy. In recent decades, controlling the bogan’s retail habits was as simple as spending a few million dollars on an advertising campaign on commercial television, and inviting television cameras to film other bogans trying to kick the front door of the shop in at 5am on Boxing Day. Even the advent of discount airlines and the associated rise in Phuket-sourced fake clothing and DVDs didn’t crack a mention at the boardroom tables of Australia’s largest retailers. But things have indeed changed.
They’ve changed to the extent that Gerry Harvey and Solomon Lew had to disrupt their drowsily symbiotic relationship with current affairs television, and use the medium as a key weapon in their battle to remain the bogan’s pathway to consumption. As has been adequately covered by columnists elsewhere, the PR campaign by the “Retail Coalition” did not go well, with the bogan correctly deducing that being asked to fund Gerry Harvey’s ongoing status as a billionaire did not represent a good value proposition. The debate about the GST is primarily a decoy designed to milk extra years of high margin shopfront duopolistic profits out of the bogan.
Read the rest of the article here.