The Wells Town Crier will be getting a digital makeover for the launch of a new retail initiative next week.
He will swap his parchment for an iPad and will ring in the launch of MyHigh.St with specially commissioned proclamations.
MyHigh.st aims to give shoppers a real alternative in online shopping by letting them browse and buy online from shops they trust and people they know.
The switch-on of MyHigh.St will officially take place at 10am on August 9.
The mayor will cut a ribbon that will straddle the High Street while she is flanked by all the Wells' MyHigh.St members.
A pop-up shop will appear next to the Crown to bridge the gap between the real High Street and the virtual.
In the shop will be an interactive experience for passersby and shoppers.
There will be an opportunity to have your photo taken against a green screen and thanks to some computer wizardry their image will appear in a photo related to one of the products sold by the Wells' MyHigh.St shops.