Adelaide and shopping app partner to help “offline” retailers

The City of Adelaide has partnered with Brauz, a location-based shopping app that aims to drive people into bricks-and-mortar stores.

The app sends push notifications to a user’s phone when they walk past a store that sells a brand or product they are following, thanks to geofencing technology. Users are also able to create a personal style profile on the app. When they find an item they wish to purchase, they can see where it is stocked locally, or purchase it online with three-hour delivery through the app.

Brauz, which has been in development for the past five years, will go live in Adelaide on October 1 and is expected to be available nationwide shortly thereafter.

“I am really excited to see how customers will interact with Brauz,” Rhys Moult, future retail advisor for the City of Adelaide, said. “There will be a concentration of fantastic local and national retailers’ products available in the one platform.”

He added, “This is just one of a host of projects led by the City of Adelaide to bring a competitive advantage to Adelaide businesses and make Adelaide a centre for future retail investment and innovation.”

The partnership, which will be run initially as a yearlong pilot project in Adelaide’s East End district, will encompass 49 businesses, including Dangerfield, Gorman, Tony Bianco, Morrison, Seafolly and Zimmerman.

The trial will allow the businesses to build a “hyper-local online presence” with the intention of making it easier for consumers to locate and purchase goods locally.

“The secret to saving brick-and-mortar stores is outside your four walls, in a solution that takes people on a personal shopping journey; where their search begins online, and ends in a brick-and-mortar store,” said Lee Hardham, CEO and founder of Brauz.

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