MiiBrand Aims to Connect Brands with Fans

An invite-only, exclusive shopping club, MiiBrand delivers offers and rewards from fashion retailers directly to loyal customers on their mobile phones.

The mobile app aims to target and engage influential “brand fans” and drive them in-store to redeem offers from the brands, while also increasing the member-base through social media networks.

Co-founder Ben Howden says MiiBrand offers a win-win situation for consumers and retailers.

“From a consumer point of view it offers a single platform from which to connect and stay up-to-date with your favourite fashion brands. MiiBrand reduces the need to sign up to multiple loyalty programs and then have to filter through all the offers in your email account – you only get relevant content when you want or need it,” he says.

“It also leverages the power of smart phones to deliver offers at the right time. For example, if you’re out shopping and you come within 1 kilometre of a store that has an offer available, we’ll send a push notification to your phone to alert you. You can also pull out your phone at any time and automatically see if there are any nearby offers available.”

The Australian-based fashion technology company launched in May 2012, and has already created a stir within the m-commerce landscape. Brands that are currently on-board include Adidas, DKNY Jeans, French Connection, Gorman, Levi’s, SABA, Sportsgirl, Sussan, Witchery and more. After only a few months, MiiBrand is already enjoying a strong following with 5,000 fans currently connected.

MiiBrand is the brainchild of Howden, Jeremy Fisher, Patrick Carne and Tony Milne, bringing together a breadth of knowledge in digital marketing, design and development, advertising and entrepreneurial pursuits.

Howden says MiiBrand is aiming to “revitalise the retail shopping experience”.

“We recognised that fashion retailers were struggling with a number of environmental factors like the high Aussie dollar, online buying, overseas competitors and declining store traffic. We also noticed that nobody was using technology in a smart way to solve any of the problems that local retailers are faced with,” he says.

“With these issues in mind, we developed an interactive website and iPhone app to help fashion retailers drive foot traffic back in-store and reward loyal customers.”

Leveraging mobile GPS technology to locate members when they’re close to stores and send out push notifications about sales and offers to drive them in-store, is a key differentiator.

Another point of difference is a rewards system to engage with members and keep them updated with their favourite brands. The game mechanics lets members move up an engagement ladder depending on how often they check-in to a store via the iPhone app or share offers on social networks such as Facebook and Twitter. Members begin as a follower, and can move on to become a Groupie, Entourage and Celebrity. The higher the status, the better the offers.

The below YouTube video details MiiBrand and what the new concept offers retailers and consumers.

Howden says the future looks bright for MiiBrand.

“We have big plans for the Miibrand platform. We have almost 5,000 members since launching and we’re aiming to have 50,000 members and 50 premium fashion brands on-board by year-end.

Seamless purchase tracking into the product and developing stronger integration with social media networks are other innovative plans, Howden finishes.

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