As an array of retail giants like Amazon enter the local marketplace, retail innovation is imperative for bricks-and-mortar-stores to compete and bring their offerings to the forefront. The City of Adelaide is collaborating closely with retailers and technology businesses in the city and beyond to come up with some smart solutions to guide Adelaide businesses into the new revolution of retail.
The City of Adelaide has partnered with tech retail start-up Brauz to empower Adelaide retailers to shape a unique and immersive experience for consumers. The app uses geofencing technology to capitalise on foot traffic by sending relevant notifications to a user’s phone based on a carefully curated profile. Users can create personal profiles on the app allowing them to filter products and brands they are interested in, enabling them to see local stockists and to purchase through the app with 3-hour delivery.
From 1 October, the project will be initially piloted in the East End, home to South Australia’s largest boutique presence. It will give businesses in Rundle Street and the surrounding area yet another channel to draw customers in-store. 49 businesses will capitalise on the opportunity of a hyper-local online presence connecting consumers with the products they want and the ability to purchase these locally.
Harvey the Label is one of the retail partners who will be embracing the Brauz partnership. The Label already boasts a significant digital presence with over 55,000 likes on Facebook and nearly 33,000 followers on Instagram. The opening of a flagship store on Rundle Street in 2017 signalled an opportunity to expand its local customer base. Head designer Mim Harvey recognises the potential for Brauz to assist in facilitating the consumer experience between the brand’s physical and digital touchpoints.
“Brauz opens up another physical omnichannel for Harvey. Usually a sales apps aim is exclusively to gain online sales with bricks and mortar left behind. As digital channels expand it is great to see an app bridging the gap for digital to turn to physical or online sales,” Mim said.