I do feel a bit like the tech media is saying ?I told you so? after the fact, but the more I look at it, the more this thing was a train wreck from very early on. I asked around today to see if Ferrit had tried any sort of social media campaign, but beyond the traditional banner ads tied into the TVC campaign, there is zero evidence of such.
Do I think there is a gap in the market? Maybe. New Zealand is a tiny market for something like this to work, but like I say in the interview, the wedge might be to get some of the old-school retailers like Farmers online. But even then, your traditional Farmers clientele may not be the tech-savvy shoppers you are looking for.