Australian Interactive Media Industry Association (AIMIA) has announced the creation of the Retail Sector Industry Group (RIG).

RIG’s statement of intention is to act as an education and connection vehicle between retailers and Australia’s interactive industry.

“Victoria is very strong in retail, so I am very pleased we are leading the charge in helping to educate the retail industry regarding the opportunities of e-tail and interactive media” said Simon Goodrich, president of AIMIA Victoria Chapter.

Speaking on the growth online media consumption and the opportunities this presents, Robert Wong, CEO of CC Media who will chair the group, said:

“To date however, retailers have been slow to invest online. According to our research the main reason is retailers simply need more understanding about how to use online for retail marketing outcomes. It’s fair to say retailers mostly think of online primarily as a sales channel, where its real power and money saving capabilities are in using online as an advertising medium. Retail is the single biggest advertising sector at $3.9 billion (including catalogues) and has the potential to be the biggest online marketing category if retailers and suppliers develop a better understanding of what online strategies work for retailers.”

The RIG has already undertaken the following projects:

• A national retail online marketing/etail benchmarking study
• Sourcing of international online retail case studies and data for members
• Regular education and networking event program for 2009/10
• Supplier directory, and
• Senior management discussion luncheons