During a short break I had recently, I finally found the time to watch the controversial Netflix doco-drama ‘The Social Dilemma’. It was an eye-opening insight into what digital media is doing to our lives and how much it is actually controlling our lives, spoken by the very people who built the platforms. A single line from the doco has stuck with me:
“If you haven’t paid for the product you are the product.”
By Drakes Director John-Paul Drake.
Think about that. That product is the change in your behaviour and perception – changing what you do, how you think and what you are.
Coles, the biggest retailer in Australia, has hit the market first with its digital-only platform – coles&co. A digital platform that can be personalised for the user and gives them access to promotions and online ordering at the touch of their fingertips. It’s different from social media platforms but still a digital platform where the business can connect to their customer in a direct and tailored way. Coles is also connecting its customers with products at the click of a button. It won’t be long until other retailers follow suit.
Most significantly, it has heralded the end of the printed Coles catalogue in your letterbox.
Which brings up the debate of digital vs hard copy catalogues. Is this the beginning of the end for the paper catalogue?
We are living and moving in such a fast-paced digital world and as such retailers now need to be in people’s hands, literally, via their phones or tablets to be seen. If you are not right there on their screens will you still be seen? A quick canvas of the office and it’s clear that people these days do not accept junk mail and paper catalogues are put straight in the bin (recycling hopefully!).
Digital media can be a great tool to connect businesses to their consumers easily and I do believe it is the way of the future. However, I think we all need to be aware of how much time we are spending on our devices and how much some social media platforms are controlling our lives.
Do yourself a favour and check on your phone or tablet how much screen time you have had. Did it surprise you?
Use some of your screen-time to connect with me!
YouTube: jp drake
About John-Paul Drake
John-Paul Drake has retail in his blood. Starting out as the trolley boy and shelf stacker 30 years ago in the family business, his passion for retail is firmly solidified as the Director of Drakes. JP is a staunch supporter of supporting local and is not afraid to call it like he sees it.