Walk through Cronulla Mall on any given Saturday, and you’ll see the usual mix of families, beachgoers, and locals doing their shopping. But behind the scenes, something’s shifted. The small retailers who’ve called this strip home for years are quietly embracing digital tools — and many of them are wondering why they didn’t do it sooner.

We sat down with a few local business owners to hear what’s changed, and what they’ve learned along the way.

From Paper Orders to Online Bookings

Sarah Williamson has run Beachside Blooms, a florist near the Cronulla cinema, for close to twelve years. For most of that time, orders came in via phone or walk-ins. Last year, she added an online booking system to her website.

“I was nervous about it,” she admits. “I thought people would miss the personal touch. But what actually happened is we started getting orders from people who work during the day and can’t call. They’re placing orders at 9pm on a Tuesday.”

Sarah says online orders now make up about 30% of her business, and she’s noticed something else: customers are spending more per order when they book online. “I think it’s because they can browse the full range without feeling rushed. They’re taking their time and choosing bigger arrangements.”

The system she’s using costs her around $40 a month, which she says has paid for itself many times over.

Social Media That Actually Works

Over in Miranda, Dean Patel owns The Corner Deli, a sandwich shop that’s been around since the early 2000s. He started posting on Instagram about eighteen months ago, mostly just photos of the day’s specials.

“My daughter set it up for me,” he laughs. “She showed me how to take a decent photo and write a caption. That’s it. Nothing fancy.”

But the results have been anything but ordinary. Dean now has over 2,000 local followers, and he regularly sees new customers who mention they found him on Instagram. He’s also started running the occasional promotion through the platform.

“Last month we did a ‘buy one get one half price’ deal on Fridays. Posted it on Thursday night. Friday was our busiest day in six months,” he says. “The best part? It didn’t cost me a cent in advertising.”

According to Business.gov.au, social media marketing is one of the most cost-effective ways for small businesses to reach new customers, particularly when targeting local communities.

Better Systems Behind the Counter

At Sutherland Homewares, owner Michelle Tran recently upgraded to a modern point-of-sale system that tracks inventory in real time. The old till worked fine, she says, but she was spending hours every week manually counting stock.

“Now I can see what’s selling and what’s not, all from my phone,” Michelle explains. “If we’re running low on something popular, I get an alert. No more finding out we’re sold out when a customer asks for it.”

The system also emails receipts automatically, which has helped her build a customer database. She’s now sending out a monthly email newsletter featuring new arrivals and special offers, and she’s seeing people come back more often.

“Before, someone might shop with us once or twice a year. Now I’m seeing familiar faces every few weeks. The emails keep us top of mind.”

It’s Not Just for Big Retailers

What’s striking about these stories is how accessible these tools have become. Ten years ago, this kind of technology would have required significant investment and technical know-how. Today, most of it can be set up in an afternoon with minimal cost.

A recent SmartCompany article highlighted that Australian small businesses that adopt digital tools report an average revenue increase of 15-20% within the first year. Our local retailers seem to be experiencing similar results.

The Learning Curve Is Real

That’s not to say it’s all smooth sailing. Every business owner we spoke to mentioned there was a learning period, and occasional frustrations with technology.

Sarah from Beachside Blooms says she still prefers taking orders over the phone when she can. Dean admits he doesn’t fully understand Instagram’s algorithm. And Michelle spent a frustrating week getting her old inventory data into the new system.

But they all agree: the benefits far outweigh the challenges.

What’s Next for Local Retail?

Around Gymea and Miranda Westfield, we’re seeing more shops experiment with click-and-collect services, loyalty apps, and even SMS marketing. The pandemic accelerated some of these changes, but what’s interesting is how they’ve stuck around.

Customers seem to appreciate the convenience, and business owners are finding that digital tools don’t replace the personal service that makes local shopping special — they enhance it.

As Dean puts it: “I’m still making the same sandwiches I’ve always made. I’m still chatting with regulars about their day. The Instagram stuff just means I’m doing it for more people.”

For other local retailers thinking about going digital, the message from these early adopters is simple: start small, pick one thing, and give it a proper go. Whether it’s setting up online ordering, posting on social media, or upgrading your POS system, the tools are there and they’re more affordable than ever.

And based on what we’re seeing around Cronulla Mall, they’re genuinely making a difference.