DMG Radio has entered the location-based mobile arena by launching a new app called ShopperNova.
The app lets users find out what shopping deals and retail promos are nearby their current location.
Rebekah Horne, DMG’s chief digital officer said: “Combining the location services of the smartphone and power of broadcast radio, we will have a very compelling offer for both our clients and audience alike.”
A free app, ShopperNova aims to capitalise on Nova’s 18-39 targeted listenership with deals able to be shared on social media and provide an advertising opportunity for sales clients.
Horne said: “For the first time we are going to see the ability for clients to highlight an in-store offer on air, and then follow it through to the point of purchase with a location based app.”
The location-based technology was developed by Sydney mobile agency Creative Licence Digital, the founders of QuickerFeet, on which the concept for ShopperNova was based.
Darren Winterford, director of Creative Licence Digital, said: “Smartphone use in this country has exploded. Each month almost 2% of the population buy a smartphone, and as competition with online heats up, the app will prove itself to be the powerful weapon that retail has been looking for to attract shoppers and drive them into store. Combining it with leading radio will further increase its power.”
The launch comes the day after Google released a survey revealing smartphone penetration in Australia is now at 52%, and that 24% of Australians take their phones with them when shopping to research products. However, 22% of them change their minds while in-store.