Interactive Wayfinding Network Enhances Mall Experience


Simon and Elevate Digital To Launch Digital Concierge Network Across 30 US Markets in 2014

Simon and Elevate Digital To Launch Digital Concierge Network Across 30 US Markets in 2014

INDIANAPOLIS, IN — Proving once again that shopping malls are just as vital as ever, Simon, a leading developer of shopping mall properties, has teamed with Chicago-based elevate DIGITAL, a developer of interactive technologies, to rollout a place-based digital concierge network in a number of Simon’s US retail destinations. Simon has more than 325 retail shopping mall properties across North America and Asia and plans on having the new “digital concierge” network in place in 30 US markets by the end of 2014. The first digital concierge is now live at Simon’s Arundel Mills shopping center in Hanover, MD.

According to elevate DIGITAL, the displays will provide Simon’s mall visitors with an interactive wayfinding experience to help them navigate the mall. In addition users of the displays can find deals and special promotions, learn about events and take relevant information with them on their mobile devices. Shoppers will be able to engage with the digital concierge using a mobile app to sign up for news and updates, RVSP for events, as well as take and share photos through social media. The screens also provide brands with an opportunity to increase engagement through interactive advertising campaigns.

According to a new report just released by Nielsen, consumers crave physical places to congregate, connect, and engage with other people—and shopping centers are fulfilling a large part of that need. While it’s true that online and mobile have changed consumers’ shopping behavior, it has not changed the need for physical connections.

Mall networks, such as Simon’s new digital concierge network, are among the most successful ad-based digital out-of-home models, second only to transit-based venues. The success of mall-based networks has attracted a number of network operators to the space that include Adspace Digital Mall Networks, Blue Outdoor, EYE Malls, GSM Worldwide Media, JCDecaux MallScape, and RMG Mall Media.

“Enhancing the shopping experience of our visitors through accessible, easy to use technology is a top priority for Simon,” said Mikael Thygesen, Chief Marketing Officer of Simon. “Offering a digital concierge network through elevate DIGITAL’s interactive display solution increases the level of service to our customers and seamlessly integrates our mall and personal technology into their journey of discovery at our shopping centers.”

“By bringing interactive digital technology and connective advertising to Simon shopping destinations, we are able to truly activate shopping through a touch-screen experience,” said George Burciaga, CEO and founder of elevate DIGITAL. “We believe this collaboration is a natural fit and advances our shared goal of creating a positive, memorable consumer experience for Simon’s customers.”

Last April, Elevate DIGITAL announced an exclusive sales partnership with Adspace Digital Mall Networks to represent elevate’s growing inventory of interactive mall displays. Adspace is selling both traditional digital and interactive advertising across elevate’s network of 400 digital out-of-home displays currently being deployed at 40 shopping malls across the United States. Elevate’s free-standing units have an interactive screen on one side, and a traditional non-interactive screen on the other side.

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