North Beach’s Josh Cragg on why the internet is everywhere

  • News
  • May 7, 2015
  • Sarah Dunn
North Beach’s Josh Cragg on why the internet is everywhere

He has masterminded the Kiwi street, surf, skate and lifestyle brand’s web and social presence since January last year, managing its web office team and all online campaigns. North Beach has 56,000 likes on Facebook.

In his speech at the Retail Australasia Summit yesterday, Cragg renosed the emerging “Internet of Things” trend as the “Internet of Everything.”

“Everything is becoming part of the Internet of Everything.”

Titled, ‘How online is changing the way retailers connect with their customers,’ Cragg’s talk explored how the internet has become central to… everything. He said online activity is often seen as a “secondary bolt-on” to the core business of bricks and mortar retailing as managers fail to connect with the IT team leading web projects, but to be successful, online strategies need to be integrated into the business model and led from the top down.

Cragg emphasised the richness and breadth of resources on the market which exist to support businesses as they adapt to ecommerce and establish a presence online. There has been rapid growth in this field, especially for internet marketing tools.

“If you haven’t got the right tool, patent that idea,” Cragg says. “It could make you a lot of money.”

Like many other speakers at the summit, Cragg touched on the usefulness of the data produced by screens powering the Internet of Everything. With this data, he said, marketers could do more than consumers thought they could.

“We can give them exactly what they want, in the way they need it, when they want.”

Cragg tipped data security as a “huge, huge” emerging problem which was currently being overlooked, warning that any data generated had to be protected from the new risks which constantly popped up.

Retailers should choose relevant mediums online and excel at them rather than spreading themselves too thin across many apps and platforms, Cragg says. He is a firm advocate of social media, saying users “pour their hearts and souls” into social media personas and share valuable insights.

“[Social] can still be cheap,” Cragg says. “I don’t know for how much longer, but now’s the time to start using it.”

He says the “big six” social media platforms are Instagram, Pinterest, LinkedIn, Facebook, Twitter and YouTube. Not all will be relevant or important for every brand, Cragg says, warning that retailers should choose carefully before establishing a presence on a platform as neglecting or abandoning social accounts can damage their brand.

North Beach favours Facebook but is currently building up its presence on Instagram, where it has just over 9000 followers.

His advice for a retailer who does have abandoned social media accounts lurking online is not to advertise or push them, and don’t completely let them go.

“Take a view of stepping back, but always have a regular posting channel.”

If the mothballed account is attracting negative feedback, it may be best to delete it altogether, but such accounts can be reinvigorated at any time.

For those with the resources for only a minimum social presence, Facebook and Instagram are Cragg’s picks for customer-facing businesses. He recommends LinkedIn for B2B firms.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Read more

Retailers gather for insights at NZ Retail and The Register's breakfast

  • News
  • March 21, 2019
  • The Register
Retailers gather for insights at NZ Retail and The Register's breakfast

NZ Retail and The Register’s sales and marketing breakfast saw dozens of Kiwi retailers come together to network, sharing tips and tricks and absorbing expert advice.

Read more

Who stole Christmas?

  • News
  • March 21, 2019
  • Kelly Withers
Who stole Christmas?

Results are starting to trickle in from Christmas 2018/2019, and for many retailers, they're a little disappointing. Paydar chief executive and co-founder Kelly Withers explores the data.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Chinese businesspeople raise millions for Christchurch victims

  • News
  • March 21, 2019
  • Radio New Zealand
Chinese businesspeople raise millions for Christchurch victims

A group of visiting Chinese businesspeople have raised $2.35 million for victims of the Christchurch mass shooting.

Read more

The Retail NZ Awards: What does it take to be a winning retailer?

Take this time to shine with the upcoming Retail NZ awards, a chance to show the retail industry what makes your business stand out. No ...


Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

  • News
  • March 20, 2019
  • Sarah Dunn
Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit