Australian integrated marketing agency The Zoo Republic has created a digital platform that gives Australian retailers and brands unique access to local shoppers ahead of e-commerce giant Amazon’s imminent arrival Down Under.
The It’s On Us (IOU) platform connects a consumer from any existing media to a promotional online campaign where they receive a voucher on their smartphone for a free product sample or discounted product.
The consumer is then able to present their phone, check against the retailer’s point of sale system (POS) and collect or buy the discounted items in-store.
David Lo, CEO of The Zoo Republic, said most retailers and brands are talking about how to deal with the Amazon effect, but the reality of its arrival is imminent, and brands need to make decisions now as to how they’re going to tackle the shifting landscape.
“We believe It’s On Us can create truly meaningful connections between customers, retailers and brands, by leveraging the data captured to drive them in-store,” he said.
“It will help even the smallest retailers get around the Amazon juggernaut.”
Amazon will have its first Australian flagship website up and running in Australia in 2018, with plans to sell a range of products from groceries, electronics, clothing and takeaway food. It’s estimated to wipe $12 billion out of the local retail market.
Described as Australia’s first closed-loop mobile sampling platform, IOU won both the Best Mobile Marketing Campaign at the MAA Globes Awards in the UK and collected gold at the Australian Retail Awards, POPAI, when It’s On Us was successfully rolled out by Aussie liquor retailer BWS.