The City of Alpharetta has partnered with local technology firm Digital Scientists to promote a new location-aware mobile application. Called Rately, the Android and iPhone app will offer shoppers rewards programs.
We’ve seen apps like this come and go over the years. The idea certainly isn’t new. And technology like this isn’t new from even Alpharetta-based companies. Back in 2011 NCR (formerly Radiant Systems) rolled out a similar app that leveraged that company’s existing presence in the cash registers of restaurants. It didn’t gain acceptance in the marketplace. The challenge has always been either with flaky GPS locations or having a process that requires restaurant staff to check you in.
Rately stands a chance to make it here for a few reasons. First, they are using a bluetooth-based location technology to check users into a business based on proximity to a sensor. This should be more reliable that GPS however users will have to enable bluetooth on their phones at all times.
Second, Rately already has wide retail participation from the very get go. By partnering with the city and its tight-knit business coalition, they have a huge local adoption rate. Nearly every downtown retailer and restaurant is already on board in addition to several along Windward Parkway and at Avalon.
Another draw with Rately is it’s anonymous. Every other app wants to maintain profiles, collect data and build dossiers on your shopping and dining habits. Not Rately. No login is required and it isn’t spamming your Facebook friends.
This program is very new and way too early to review. However the biggest drawback I see is the lack of serious rewards from the Alpharetta restaurants and merchants participating. For example, South Main Kitchen is offering a paltry 10% off your bill after ten visits. Others are doing buy one get one free deals after several visits. That’s about it. Restaurants are going to have to sweeten the deal a good bit before consumers install apps. But we’ll see.
Do you think Rately will gain widespread use in Alpharetta? You can download it at iTunes and the Google Play store.