Pilot scheme in Norwich could see shoppers recieving coupons on their smartphones as they pass their favourite stores

City set for a new era in shopping technology.

City set for a new era in shopping technology. - Credit: Archant Norfolk

Retailers in Norwich are set to get a boost thanks to a pioneering technology trial being rolled out in the city.

The scheme, led by mobile commerce company Proxama, will see passers by connect with high street shops on their smartphones, and could be rolled out around the world.

It would see shoppers sign up for incentives like coupons, discounts and loyalty services and get an alert on their phone when they pass the relevant store.

Stefan Gurney, executive director of Norwich BID said: 'Norwich BID is delighted to be involved with this smartphone technology led project, which will change the way we look at and use our city centre.

'The prospect of Norwich being at the forefront of innovative smartphone development will position it as one of the UK's first 'Connected Retail' cities, future-proofing the high street for its consumers and businesses.


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'Norwich is a creative and vibrant technology city and partnering with Proxama will open up Norwich to new opportunities and really put our fabulous city on the map.'

The project is still in the development phase and due to be rolled out later this year, with retailers including Jarrold expressing an interest.

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Independent stores could also benefit, and Dorothy Thompson, owner of children's clothing store Coccolino on Timber Hill, said she'd be interested in seeing where the project goes.

She said: 'As a shop, we've been in the city for 12 years and having come through a really hard two years with the recession, I'd be very interested in anything that helps people find the shop.'

Miles Quitmann, CCO at Proxima said he hoped the new scheme would alow businesses to engage with customers in a more relevant way.

He said: 'This exciting project connects a customer's smartphone, which on average they view 150 times a day, with the high street, by alerting shoppers with incentives from participating businesses.'

What do you think of the proposals? Email polly.grice@archant.co.uk

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