MAPIC enters the digital market

New entrants will boost MAPIC 2014 by introducing innovative digital tools used for watching and interacting with their clients.

The International Market for Retail Property, organized by Reed MIDEM, is due to take place in Cannes from 19 to 21 November.

MAPIC director, Nathalie Depetro, said the retail property sector is evolving to try and keep in touch with a connected society.  The MAPIC Innovation Forum is set to place focus on important people who are involved in assessing consumer habits and showing how professionals in the industry should respond to these adjustments.

The MAPIC Innovation Forum is held in a space in the exhibition section dedicated to new solutions and technologies that indicate the future of shopping centers and stores.

This year’s forum will play host to a range of new players who are offering high-end measurement tools. Among these, the Swedish startup called Bumbee Labs will present its new Indoor Outdoor Positioning System project which measures the traffic flow in cities, airports and shopping malls.  The system will undergo its first trial in the city of Vasteras, which will be revealed on Thursday 20 November at 2.30pm.

This new trend will be confirmed by Mall-Connect, a Dutch company, who was chosen by the MAPIC community during its "crowdsourcing" phase.  It will explain the solutions it has available for retailers and shopping center managers to interact with their consumers on several platforms, including mobile application, touch screens, social networks and websites.  Their presentation, entitled "Convert anonymous visitors into loyal members of your shopping center" will take place on Wednesday, 19 November at 2.30 in the MAPIC Innovation Forum.

The same theme will be offered by ShopperTrak, a British company involved in tracking consumers.  Publicis Shopper focuses on the purchasing habits of a connected consumer.  Publicis plans to unveil two mini-films, one providing the consumer a view of the development of retailing, and another on the in shop buying trip of a consumer and how it challenges retailers.  This event will take place at the MAPIC opening conference called ‘Back to the Future – What’s in store for the future of retail’, on Wednesday 19 November at 10am.

Customer interaction is very important in the industry, not only at the purchasing level, but in financing as well.  The French company named WiSEED, a leader in crowdfunding will offer explanations of how this particular funding method could be adjusted to retail property.  The development director of WiSEED is due to speak at the MAPIC Innovation Forum on Thursday 20 November at 3.30pm.

Powering is a company that specializes in the optimization of a client’s business performance.  Location Group specializes in searching for new sales sites.  Larry Smith a top Italian firm dealing in commercial property will, with architect David Fisher who designed the ‘Dynamic Tower’ in Dubai, attend the conference.

Along with the MAPIC Innovation Forum, the MAPIC conference program will include a session called "Shopping centers: survival of the fittest in the e-commerce environment" at 4.30pm on Wednesday 19 November.  During this conference, the global chief digital officer at Westfield Labs, Kevin McKenzie will explain the reasons for the creation of a lab dedicated to digital innovation.

This will be the third time the Digital Summit will take place on the eve of MAPIC.  It brings together digital experts and retail real estate professionals.  The Summit will offer information on the increase in demands and the unpredictable nature of the consumer and how this behavior affects retail property.

A session has been placed on schedule for 3pm on Wednesday 19 November to form part of the MAPIC Innovation Forum.  The aim of this session is to present the most important points made at the Digital Summit to all those who attend.

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