The country’s first digital shopping wall — which aims to give smaller businesses a virtual presence on the high street — has been launched on Tyneside.
An empty storefront on South Shield’s King Street — once the town’s retail hub — has been remodelled and dressed to promote four local companies. Included in the display are quick recognition codes to allow passers-by real-time internet access to the businesses. By scanning the QR codes with their smartphone, tablet or computer shoppers are linked directly to the firms’ web sites where they can place online orders or make enquiries.
The four local businesses chosen for the pilot scheme are: Mac ’n’ Alli’s tea and gift shop, Little Angels, which sells cards and gifts, and The Finishing Touch jewellers. The town’s Custom House Theatre has also been given a virtual presence, making it the first venue of its kind to use a smart wall for promotion.
The hi-tech site is a joint venture between South Tyneside Council and Wiltshire-based City Dressing.
“Although we create all kinds of imaginative solutions to transform city centre spaces, this is the first time we’ve created a digital shopping wall,” explained City Dressing’s Jeremy Rucker.
The company worked with the local authority to select four companies which might benefit from this kind of presence, but were otherwise unable to afford to take a property on the high street.
Mac ’n’ Alli’s said they were keen to raise their profile and “jumped at the chance to be involved.”
Alan Kerr of South Tyneside Council said: “This initiative plays an integral part in our commitment to growing the retail sector in the borough.”
He continued to explain that the aim is to raise the profile of the businesses involved to the extent that they may one day be in a position to take-up a property in the town centre or on King Street itself.
If the scheme works, and early indications show an enthusiastic uptake from the public, virtual shops could become a familiar part of our retail landscape.
“Coupled with effective advertising smart walls are a natural extension of the explosion in smartphones and tablets.
“We see something we want and we don’t want to wait until we get home, what’s more natural than taking out your phone and requesting more information or placing an order?” said retail analyst Amy de Beur.
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