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Centres hit back with apps

SHOPPING centre landlords are tackling falling sales with social networking technology aimed at drawing customers back to the shops.

SHOPPING centre landlords are tackling falling sales with social networking technology aimed at drawing customers back to the shops.

While this means the now familiar alert "beeping" from phones will increase, it also lets shops tag and target potential shoppers as they move about the centre.

All brands, shops and centres have smartphone applications and the use of them to engage and target shoppers to come back to a centre will only increase.

Westfield, the world's largest shopping centre owner by value, has launched a Facebook Check In page, while AMP Capital Shopping Centres has developed an iPhone application.

The new technologies will allow centre owners to alert a shopper to deals and discounts when they check in to an area or when they are passing a shop.

Owner are trying to dampen the effect of internet shopping on traditional retailing and will target young people who are more tech savvy.

Westfield's general manager of marketing, John Batistich, says the launch of Facebook Check In Deals throughout centres nationally "is a significant step forward for the retail industry".

He said it would provide retailers with the opportunity to target shoppers with localised deals and bridge the gap from the web to the stores.

At AMP Capital centres, such as Knox Shopping Centre in Melbourne's east, visitors will have access to a new technology, QuickerFeet.

Stuart Langeveldt, the head of marketing and communications for AMP Capital Shopping Centres, said QuickerFeet would enable consumers to view in-store deals and promotions in the area around them.

"Australian retailers are now competing on the global stage as a result of the digital revolution and need to embrace different business models," he said .

QuickerFeet will be used by brands including Lorna Jane, Event Cinemas, General Pants, Billabong and AMF Bowling.


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