Adelaide Central Market goes hi-tech with online shopping, loyalty programs and fast wi-fi
THE Adelaide Central Market is undergoing its biggest trading overhaul in 148 years with plans including online shopping, free wi-fi and a mobile app. Find out what’s in store for shoppers.
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THE Adelaide Central Market is undergoing its biggest trading overhaul in 148 years, launching online shopping, free wi-fi and its first mobile app to attract time-poor customers — and combat the threat of retail giant Amazon.
Shoppers will be able to order and collect products at their convenience as part of a new eCommerce platform to be rolled out progressively from as early as next month.
They will also be able to use a free market app to place orders, earn loyalty points, receive exclusive offers and special deals.
It is hoped it will not only boost stallholders’ revenue, but also drive repeat business, attract younger shoppers and prolong market stays.
Central Market general manager Aaron Brumby said the eCommerce platform — developed at a “significant” investment — is the first of its type to be used in an Australian produce and food market.
“The industry we are in is becoming more and more competitive. There’s a growing number of Aldi stores, Foodlands and IGAs and there’s also the introduction of Amazon Fresh in the near term — we need to be really aware of that,” he told The Advertiser.
“Historically it’s been very insular about how do we do business inside the four walls. This is really about bringing the market to the people, it’s that true click-and-collect style of offer for the market.
“You’ll be able to order a panini from your office and pick it up when it’s ready.
“As we are the first market in Australia to offer this type of system we really are breaking new ground in technology.
“The market broke the mould back when it opened in 1869 and we are breaking new ground again 148 years later.”
The free wi-fi service, to be available as early as next month, would provide download speeds 250 times faster than the existing AdelaideFree wi-fi network, he said.
A click-and-collect shopping system is anticipated to be in place early next year, allowing customers to order goods from multiple retailers and collect purchases at a designated “express area”.
Mr Brumby said delivery is under consideration but would only be pursued if it was economical.
He said conservative estimates were the eCommerce platform would deliver a 10 per cent increase in turnover — or the equivalent of an extra 100,000kg of fruit and vegetables sold each month.
“That is a significant increase in volume and that’s the minimum,” he said.
“The spin-off more broadly for the economy is positive; people say that if the market is humming along and is vibrant it’s a good barometer of the economy.
“The cost of doing business is ever-increasing with things like the cost of electricity, and the value of a lot of our fresh fruit and vegetables has been stagnant ... any opportunity to increase the total volume (sold) we’ll be pursuing.”
He said the yet-to-be named app and integrated point-of-sales and EFTPOS system would be trialled with 10 traders and 200 selected market staff, family and friends over the next two months, with a view to it being released to the public by November.
It will be voluntary for the market’s 80 traders to participate in the eCommerce platform but Mr Brumby hoped most would come on board following the trial.
“We’re keeping the experience of visiting the market but backing it up with the technology of a modern contemporary retail offering,” he said.
House of Organics manager Bill Howison said a major benefit of the technology would be the loyalty programs and the capacity for greater engagement with customers.
“It’s just another tool in the arsenal, alongside charm and wit,” he said of increasing business.
“Fruit and vegetable prices are not moving yet the cost of business is on the rise, fruit and vegetable is a particularly competitive.”
Jen Hill, 40, of Adelaide who shops in the markets two to three times a week, said if the loyalty program “makes it (the market) more accessible it would be good”.
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