3 locals shaking up Sydney retail


Source: City of Sydney

Being successful in Sydney retail requires an innovative approach. Earlier this year, 15 local retailers participated in an intensive City of Sydney workshop that helped them learn from leading entrepreneurs.

The retail innovation program put these small businesses through their paces, challenging the participants to think differently about their business, innovate their business models and embrace new trends. Applications for the next round of this free program are open now.

The owners of a café, vegan shop and furniture and homewares store share how the program challenged them to think beyond bricks and mortar.

The Cruelty Free Shop

83 Glebe Point Road

Owner of national business The Cruelty Free Shop, Jessica Bailey, wanted to learn more about retail, rather than “making it up as I go along”.

Jessica, who has single-handedly run her business since 2001, found the program challenging but “phenomenal”.

"Digital marketing was a revelation for me,” Jessica said. “I realised how powerful digital marketing can be when done right and how many tools there are to help you.”

With the help of digital experts, Jessica identified her target audience and shifted marketing dollars to reach them.

Jessica identified that one-third of the population is interested in reducing its meat and dairy intake. She also discovered that the fastest growing sectors in retail are plant-based products and subscription boxes. Her insight was to combine the 2 and use data to best target her market.

“We have a large customer database I never did anything with. I learnt how to use this data and run paid ads on Facebook, Google ads and target newsletters. This means I’m now sending the right customers the message they want to hear,” Jessica said .

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