City-centre stores could send special offers to your phone as you walk past under scheme to make Norwich Britain’s first ‘hi tech high street’

Norwich Lanes, Jarrolds.

Norwich Lanes, Jarrolds. - Credit: Archant

Norwich is set to begin a new era in digital shopping when pioneering technology is introduced to let city-centre stores connect with shoppers as they walk past.

The pilot scheme aims to combine the online world with the physical high street, and could be rolled out around the world if successful.

The new technology will be delivered by Proxama, a global company which specialises in using mobile phone technology for commerce.

The aim is encourage shoppers to get more engaged with the high street, by connecting them to nearby retailers using their mobile phones.

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.'

'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'

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Customers will be able to use 'proximity engagement points' throughout the city using their smartphone to scan or tap relevant tags, and will then receive messages and incentives that they can then use inside stores.

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