Find in the news:
BY COUNTRY

Shopping malls can win the fight against Amazon with ‘physical cookie’



A key fob may be the answer for malls to win back the trade usurped by Amazon.

1.jpg

During last fall, a Helsinki mall offered targeted deals to shoppers who agreed to carry a key fob with them.  Around 14000 consumers tried the device called a ‘Physical Cookie’.  The shoppers who used the Physical Cookies were offered specific deals on electric signs placed in stores and within the mall.  

Physical Cookies work in the same way online stores operate.  They complete a study of the preferences of the shopper and tailor messages and deals based on that information.  However, instead of logging the history of the user, the Physical Cookie observes the time the shopper spends while in the mall.  

Sponda, the property investor, worked alongside TBWA\Helsinki, an ad agency, to design the plastic devices.  It fits into an individual’s pocket and does not need registration or the sharing of any personal information.

After the initial four-month trial, Sponda issued reports stating that consumers using Physical Cookies spent around 21.7% more time inside stores than shoppers who did not make use of the device.  They also reported that the device was able to ‘prompt’ around 14.5% more customers to go to the second floor of the mall, from the ground floor, by using electronic messaging systems.  

These devices, which cost around $0.17 each, can provide retailers with real-time figures that will aid them in an optimization of their floor space and to determine which displays receive the most attention.

Similar technology is available on smartphones, such as the iBeacon on the iPhone.  The Creative Director of TBWA\Helsinki, Theodor Arhio, believes that consumers will tire of iBeacon, once the novelty wears off.

He said many stores are installing iBeacons that ping a customer’s smart phone with an offer or an advertisement as they walk past a particular shelf.  He added that if this functionality remains turned on, the user will be spammed with messages.  Physical Cookie will not spam the consumer with messages, but instead reacts to the customer’s behavior.

Regardless of the hype of these electronic devices, iBeacon and Physical Cookie are not likely to reverse the decline in retail traffic observed over the past few years.  According to ShopperTrak, retailers experienced half the amount of holiday traffic during 2013, compared to 2010.

Shopping centers have mostly experienced a decline in shoppers as they opt for Amazon and other online retailers.  This does not apply to all retailers though.  Fidelity reported last year that stores are selling healthy and organic items, fast casual restaurants and warehouse clubs, are still thriving.

More about shopping malls in the USA



YESTERDAY, North America, North America:
A retailer has filed several new trademark applications, indicating that it intends to produce and sell virtual goods.
Jan 15, 2022, United Kingdom:
Selfridges will be the first-ever entry into the meta-universe, and for the department store's customers, it will be a unique token buying experience.
Jan 15, 2022, Japan:
Fast Retailing CFO: "It's time to review and raise prices on some products as we face higher costs."
Jan 14, 2022, USA:
Employees who have not been vaccinated could be laid off as early as January 15, 2022.
Jan 14, 2022, United Kingdom:
Among the top three streets in the world are London's Oxford Street, Madrid's Gran Via, and New York's Fifth Avenue.
Jan 13, 2022, China:
A total of 12 flagship department stores, 90 stores, and more than 60 catering facilities will be located at the complex.
Friend
and Follow
Cabot Circus GLA:990 280 SF
ADDRESS: Glass House, Bristol BS1 3BX
United Kingdom . Bristol
Cabot Circus
Charlotte Premium Outlets GLA:400 000 SF
ADDRESS: 5404 New Fashion Way Suite 100, Charlotte, NC 28278
USA . Charlotte
Charlotte Premium Outlets
Jardim Pamplona GLA:118 403 SF
ADDRESS: R. Pamplona, 1704 - Jardins São Paulo
Brazil . Sao Paulo
Jardim Pamplona
Viaport Outlet GLA:748 092 SF
ADDRESS: Yenisehir Mah. Dedepasa Cad. No:19 Via Port - Pendik
Turkey . Istanbul
Viaport Outlet


Edit text

Dear visitor!
If You wish to add appropriate information to this description, please make changes in the text below and they will take effect after being verified by Malls.com administrator.

SAVE CHANGES
ADD PHOTO

Dear visitor!
If you desire to add more photos to this description, please upload them and they will appear on the page after being verified by Malls.com administrator.

CHOOSE PHOTOS
SAVE CHANGES
Sign in Malls.com
Sign in please, if you already have an account

Registration



Error filling
Error filling
Error filling
Error filling
Thank you!
You will receive e-mail with registration data shortly. In email you'll find link, confirm your account by clicking on it, please.

Malls.com Team
Thank you for message!
In the near future you will be contacted the manager
for further details.

Malls.com Team
Good mall, bro!
In the near future you will be contacted the manager
for further details.

Malls.com Team
We are dissatisfied with you :-(
In the near future you will be contacted the manager
for further details.

Malls.com Team

Write to us