Many retailers in Australia may want to take note of a campaign in Melbourne called Look.Stop.Shop., which aims to promote the local businesses in the area for the month of July.

This is a great concept for retail marketing, and will enable participating businesses in the city to expose their brand to many people that visit through the program.

Hosted by the City of Melbourne and curated by Three Thousand, the campaign places an emphasis on the city’s world-class retailing and hospitality services, and aims to attract residents and visitors into experiencing these spaces, and areas that they may not have visited before.

“With over 80 businesses involved, Look.Stop.Shop. has something for everyone – from Swedish massages and Japanese soba tasting to pre-work rock-climbing, bookshop tea parties and rooftop bingo,” said Melbourne marketing portfolio chair Beverley Pinder-Mortimer.

“We have been running Look.Stop.Shop. since 2010, and we do so because we believe our retail and hospitality businesses are key in making Melbourne a vibrant, safe, inclusive and cultural city, open from dawn to dusk.”

On July 25, retailers at the shopping precinct located at Flinders Quarter will be opening their doors late at night for customers and providing them with special discounts, in-store activities, offers and freebies which will be revealed on the night of the event.

A week earlier on July 18, retailers in Albert Coates Lane will be taking advantage of the cold winter weather and providing its visitors with hot chocolates and cookies from nearby cafe Vanishing Elephant.

Fashion retailer Saxony will be planning a mystery window installation for their storefront, and Obus will be providing folk tunes and mulled wine.

By making these events free for the public, it gives customers even more reason to head along to the event and check out local retail businesses and to come back in the future.