Centres hit back with apps

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

By InvestSMART · 16 Aug 2011

By InvestSMART ·
16 Aug 2011

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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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Frequently Asked Questions about this Article…

What new technology are shopping centre landlords using to boost foot traffic?

Shopping centre landlords are using social networking technology and smartphone applications to draw customers back to stores. The article says centres are launching apps and Facebook Check In deals that alert shoppers to local discounts and tag or target potential customers as they move around the centre.

How does Westfield’s Facebook Check In help retailers drive in-store sales?

Westfield’s Facebook Check In lets shoppers check into a centre and receive localised deals, providing retailers with a way to target nearby customers. According to Westfield’s marketing general manager John Batistich, the feature helps bridge the gap between web promotions and in-store visits.

Which companies mentioned in the article have rolled out shopping centre apps or technologies?

The article highlights Westfield launching a Facebook Check In page and AMP Capital Shopping Centres developing an iPhone application. It also mentions QuickerFeet technology being used at AMP Capital centres and by brands such as Lorna Jane, Event Cinemas, General Pants, Billabong and AMF Bowling.

What is QuickerFeet and how does it work for shoppers and retailers?

QuickerFeet is a location-based technology used in AMP Capital centres that enables consumers to view in‑store deals and promotions in the area around them. AMP Capital’s head of marketing and communications, Stuart Langeveldt, says it helps shoppers discover nearby offers while giving retailers a way to promote localised deals.

Why are shopping centres targeting young, tech‑savvy shoppers with mobile apps?

Centre owners are trying to dampen the effect of internet shopping on traditional retail by targeting younger, more tech‑savvy customers who are more likely to use smartphone apps and social check‑ins. The article notes owners see mobile engagement as a way to bring those shoppers back into stores.

Will shoppers receive more phone alerts and notifications because of these shopping centre apps?

Yes. The article notes that the now‑familiar beeping from phones is expected to increase as apps and check‑in deals alert shoppers to discounts when they check in or pass a shop, which is part of the centres’ strategy to drive in‑store visits.

How do shopping centre apps aim to bridge online shopping and physical stores?

Apps and social check‑in features let retailers translate online offers into localised, real‑time deals for shoppers on site. Westfield says Facebook Check In Deals and AMP Capital’s QuickerFeet help connect web promotions with in‑store traffic, effectively bridging the gap between online marketing and physical retail.

What should everyday investors know about the trend of shopping centres adopting mobile and social technologies?

Everyday investors should note that shopping centre landlords are adopting mobile and social technologies to tackle falling sales and compete with internet shopping. The article highlights this as an industry trend—large owners like Westfield and AMP Capital are rolling out apps and location‑based tools, and brands are participating—so monitoring adoption could be relevant for investors tracking retail and shopping‑centre businesses.