Mall Mate: Intu, Deal-Based App
Manchester's Intu Trafford Centre – the second largest shopping mall in the UK – has launched a new mobile app that allows brands to send consumers location-based deals. Shoppers can see their location on a GPS map of the complex and navigate their way around the stores based on offers updated in real-time.
The move is a bid to encourage dwell time and give retail tenants greater real-time control over their discounting systems. "The app allows retailers to control revenue figures more than they ever could before," said Karen Harris, managing director of Intu's digital division.
This is thanks to the agile way it allows brands to define their offers according to what's happening in their area, rather than adhering to directives from a remote central HQ. For example, retailers could offer new deals as soon as they realise sales aren't doing well on a particular day, and entice consumers who hadn't planned to visit their store before they discovered the deal.
In 2014, consumers spent £5.5bn ($8.4bn) across Intu's malls in the UK and an average of 100 minutes each at the Trafford Centre. According to Intu, the additional dwell time created by the app translates to as much as £55m ($84m) per year for every extra minute spent in the complex.
For more on mobile-based in-store wayfinding, see Innovations in Wayfinding. See also Location-Based Mobile Marketing, Sales-Boosting Beacons, Re-defining Consumer Loyalty and Reactive Retailing for more on the real-time perspective. See also Mall Worlds in our Future of the Store Industry Trend.