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Consumers become mobile targets for struggling shops

SHOPPING centre landlords are fighting back against falling sales with the use of social networking technology, with the specific aim at drawing customers back to spending.

SHOPPING centre landlords are fighting back against falling sales with the use of social networking technology, with the specific aim at drawing customers back to spending.

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

Westfield has launched a Facebook Check In page, while AMP Capital Shopping Centres has developed an iPhone application.

The new social media networks will allow the mall owners to alert a shopper to deals and discounts when they check in to an area or when they are passing a shop.

Westfield's general manager of marketing, John Batistich, said the launch of Facebook Check In Deals throughout Westfield centres would help to bridge the gap from online retailing to bricks and mortar stores.

Meanwhile, at AMP Capital shopping centres such as Warringah Mall on Sydney's northern beaches, visitors will now have access to a new technology, QuickerFeet.

Stuart Langeveldt, the head of marketing and communications for AMP's centres said QuickerFeet would enable consumers to view in-store deals and promotions in the area immediately around them.

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


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