Retail giant AMP backs QuickerFeet app

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.

QuickerFeet is designed to complement traditional retailers by enabling customers to access in-store deals and promotions being offered at outlets near them.

The stores selected by a consumer can then send instant notifications, opening up a direct line of communication between retailers and customers.

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.

QuickerFeet founder and director Darren Winterford says the deal with AMP is simply an extension of these partnerships.

“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.

Of all the location-based promotion apps hitting the market, Winterford believes QuickerFeet stood out because it has already partnered with premier retailers.

“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.

While the details of the deal are unknown, Winterford confirmed AMP has provided QuickerFeet with a recommendation and access to its retailer base.

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.

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.

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.

His best advice for other app developers is to remain “absolutely single-minded”, encouraging developers to honour their niche.

“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.

Winterford says the smartphone phenomenon is good news for app developers.

“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.

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.

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.