Ararat’s main street has been fighting the same battle as every regional retail strip—competing with online shopping, attracting customers to physical stores, keeping businesses viable.

Some retailers have found technology helps rather than threatens. I spoke with several to learn what’s working.

The Hardware Store

One Ararat hardware store implemented click-and-collect two years ago and hasn’t looked back.

“Local tradies want things now, not in three days,” the owner explained. “They check online if we have stock, order from their phone, and collect twenty minutes later. Bunnings can’t match that speed for this region.”

Their system is straightforward: inventory syncs to a simple website, customers see what’s in stock, and orders go to staff phones for preparation.

“Setup cost about $3,000 including the POS integration. We recovered that in additional sales within three months.”

The key insight: they’re not competing with online giants on range or price. They’re competing on speed and local availability—where technology amplifies rather than undermines their advantage.

The Gift Shop

A gift shop owner took a different approach—embracing social media to build a community around her store.

“I post daily. New arrivals, behind-the-scenes, local stories. It takes twenty minutes each morning, and it’s completely changed our business.”

Her follower base—mostly within a 50km radius—treats the Facebook page like a curated catalogue. Comments and DMs translate to sales.

“When something interesting comes in, I post it. Often it’s sold before lunch. People drive from Stawell and Horsham because they saw something they wanted.”

Investment: essentially zero beyond time. She uses her phone for photos and free social media scheduling tools.

The lesson: social media can work for regional retail, but it requires personality and consistency. Sporadic posting doesn’t build audience.

The Bookshop

Ararat’s bookshop survives—even thrives—despite Amazon, by becoming more than a shop.

“We do events. Author visits, book clubs, children’s story time. The shop is a gathering place, not just a transaction point.”

Technology plays a supporting role: email newsletters announce events, an online booking system manages attendance, and social media spreads word.

“People could buy cheaper online. They come here because they like being here. Technology helps us stay connected between visits.”

Event attendance has grown steadily. Sales follow—people who attend events buy books.

The Challenges

Not every digital transformation story is positive.

One retailer invested in e-commerce expecting statewide customers. “We spent $15,000 on a proper online store. We sell maybe five things a month online. It wasn’t worth it for our products.”

Their lesson: e-commerce works for products with unique value or logistics advantages. Generic products compete with established online players who have scale advantages.

Another retailer struggled with social media: “I tried for a year. No engagement. I don’t think I’m a natural at it.”

The reality: not everyone has the personality for social media success. Forcing it rarely works.

Practical Starting Points

For Ararat retailers considering digital technology:

Start with inventory visibility. Before full e-commerce, just showing what’s in stock online removes a barrier for local customers.

Choose one social platform. Don’t try to be everywhere. Pick where your customers are and focus there.

Solve your customers’ problems. What frustrates them about buying from you? Technology should fix that, not add features no one wanted.

Invest in basics first. Modern POS systems, reliable internet, good phone coverage. Fancy technology fails without foundations.

Learn from peers. Other regional retailers have tried things. Ask what worked.

The Telstra Business Support

Several retailers mentioned Telstra Business programs that helped their technology adoption.

Grants for hardware and software, subsidised digital training, and connectivity bundling made upgrades more affordable.

“I got a $6,000 grant toward our POS system through Telstra,” one retailer said. “Wouldn’t have done it without that help.”

These programs change periodically, so check current offerings directly with Telstra or through local business networks.

The Broader Picture

Ararat retail won’t survive by becoming mini-Amazons. The online giants will always have advantages of scale, range, and logistics.

But regional retail has advantages too: immediacy, local knowledge, personal service, community connection. Technology should amplify these strengths, not replace them with inferior imitations of online competitors.

The successful digital retailers I met in Ararat understood this intuitively. They’re not using technology to compete with online—they’re using it to be better at what makes regional retail distinctive.

What’s Next

Several trends are worth watching:

Local delivery: Services like DoorDash are expanding to regional areas. Some retailers are exploring delivery partnerships to offer convenience without full e-commerce complexity.

Buy now, pay later: BNPL services are becoming expected even for smaller purchases. Retailers without these options lose some customers.

Loyalty programs: Simple digital loyalty—email collection and occasional offers—builds repeat business. Sophisticated programs aren’t necessary; consistency is.

Review management: Google reviews influence local shopping decisions. Actively encouraging satisfied customers to review pays dividends.

None of these require massive investment. They require attention and incremental improvement over time.

Ararat retail is adapting, store by store, to the digital reality. The stories of success show it’s possible. The key is choosing the right technology for your specific situation—not chasing every trend.

Business Victoria offers digital adaptation grants that can help regional retailers fund technology upgrades.