‘Perfect storm’ of tech, e-commerce and household savings growth means brands are about to hit pay dirt, say Coles CMO Lisa Ronson, Seven’s David Koch, Kurt Burnette
The QR code was once the daggy tech no-one wanted - but it’s now back, and even David “Kochie” Koch’s 87-year-old mother is using them. Five years of e-commerce development has been squeezed into the past 18 months, and Aussies haven’t been able to spend their money in lockdowns. “The economy is going to come out with a vengeance,” Koch, the host of Seven’s Sunrise and Pinstripe Media chair, says. People have money and they want to spend it. Forward bookings with Seven are “extraordinary”, Chief Revenue Officer Kurt Burnette says. “71 per cent of connected TV viewers use their mobile to look up related content… the time between being inspired and purchasing is shrinking,” he says. “All of these trends that are happening are making this the perfect storm.” Coles CMO Lisa Ronson says e-commerce sales have soared – and they don’t expect them to slow. Brands that aren’t ready will be left behind.
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