Sydney start-up QuickerFeet has partnered with AMP Capital Shopping Centres to bring its location-based promotion app to bricks-and-mortar retailers looking to boost in-store traffic.
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QuickerFeet is designed to complement traditional retailers by enabling customers to access in-store deals and promotions being offered at outlets near them.
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The stores selected by a consumer can then send instant notifications, opening up a direct line of communication between retailers and customers.
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QuickerFeet is already being utilitised by major retailers including Lorna Jane, General Pants and Billabong in addition to Event Cinemas, Thredbo and Rydges Hotels & Resorts.
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QuickerFeet founder and director Darren Winterford says the deal with AMP is simply an extension of these partnerships.
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“We were [recently] talking about bricks-and-mortar retailers and the app we have developed. AMP got in touch and said they were quite keen on this technology,” Winterford says.
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Of all the location-based promotion apps hitting the market, Winterford believes QuickerFeet stood out because it has already partnered with premier retailers.
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“It doesn’t scrape data and it doesn’t go into third-party websites, so retailers are likely to place their deals on QuickerFeet,” he says.
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While the details of the deal are unknown, Winterford confirmed AMP has provided QuickerFeet with a recommendation and access to its retailer base.
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The app enables retailers to notify shoppers of deals whether they’re in a radius of one kilometer or up to 100 kilometers away, which users can then share via social media.
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QuickerFeet also delivers real-time flexibility by driving store traffic during slow periods, and broadcasting promotions or last-minute discounting of perishables or time-dependent products, such as movie and concert tickets.
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With a team of 17, Winterford says he worked on the app for about 12 months, spending somewhere in the vicinity of $500,000 and $1 million.
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His best advice for other app developers is to remain “absolutely single-minded”, encouraging developers to honour their niche.
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“Your app will never please everyone… It comes back to if you need mass-market adoption, it has to be single-minded. Do one thing incredibly well,” he says.
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Winterford says the smartphone phenomenon is good news for app developers.
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“They say that in 2013, more people will be browsing the web on a smartphone than a desktop. One can only assume the smartphone will continue to pay an incredible role in retail,” he says.
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QuickerFeet comes as a growing number of retailers attempt to cash in on the “check-in” trend, suggesting this is an area for start-ups to focus on.
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Earlier this week, Facebook announced the Australian launch of Check In Deals, with 7-Eleven, Commonwealth Bank, KFC and Westfield offering special deals to people who check in while instore.
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