MiiBrand, a website and iPhone App that launched in July this year, has signed up leading fashion footwear brand Tony Bianco taking its list of partner brands to 25. The app uses location-based technology to identify shoppers when they’re near a store and then pushes out location offers with the aim of driving increased store traffic for fashion retailers.
The concept was developed in Australia by four young entrepreneurs who identified a gap in the market. With current retail pressures such as online and overseas entrants, increased costs, reduced consumer spending and reduced impact of traditional marketing channels all contributing to a challenging retail environment, the MiiBrand team decided to tackle the problem head on and leverage mobile technology to provide a much needed solution for retailers.
Shoppers join MiiBrand by invitation and then nominate their favorite brands and store preferences. They can then see all of their chosen brands latest offers and updates in a personalised feed on the MiiBrand website and iPhone app. The app takes it one step further by allowing members to receive notifications of nearby offers and alerts when they’re out shopping, and unlocking surprise offers when they check-in at a store via the MiiBrand app. Members are also rewarded for engaging with brands by taking key actions such as sharing offers with friends, checking-in at stores and answering questions posed by the brands they follow. The more members engage with the brands they follow, the better the offers get.
MiiBrand has been quick to attract attention in the Australian market signing up 25 premium fashion brands with a network of over 2,000 stores to date – among them high street brands such as Sportsgirl, Witchery, Saba, adidas, Diesel, French Connection, and more recently Tony Bianco.
In contrast to the growing number of daily deal sites hitting the market, MiiBrand’s goal is to connect fashion conscious Australian’s with the brands they love, and provide rewards based on brand advocacy and engagement. “Maintaining brand equity is a key success factor for retailers, and MiiBrand offers a communication platform beyond offers and discounting,” says Howden, one of MiiBrand’s co-founders. “Daily deal sites attract the wrong type of customer.” These types of customers often fail to attract repeat business and loyalty as in most cases they’re more interested in the discount than the actual product or brand,” continues Howden.
Online Manager for Sportsgirl, Kate Elton, says this about the MiiBrand offering - "What we like about MiiBrand is how the messages we can share with our customer are relevant to both the online experience and in-store offers, as well as in-store events relevant to her closest store. MiiBrand allows us to pinpoint-deliver targeted messages to our customer in relevant locations.”
The MiiBrand team has big plans for the product with new features such as purchase tracking, incorporation of product images and collections and better social media integration all in the pipeline. With things looking promising in the Australian market, the team are also considering expanding in new markets including the US and China.
Shoppers can request an invite to join MiiBrand on the homepage, where a short video that outlines how MiiBrand works is also available to view www.miibrand.com.au
For further information or interviews, please contact:
03 9008 5602
0467 723 403
MiiBrand is an invite only on-demand Australian based mobile shopping application and website.
MiiBrand allows marketers to target and engage influential ‘brand fans’ and drive them in-store to redeem offers via their mobile phone.
P: 03 9008 5602
M: 0467 723 403