Simon enhances product search tool, expanding its reach to new malls

Simon has decided to roll out its own Simon Search service at The Mills and Premium Outlets.

The technology was introduced in the summer of 2022, appearing in 187 locations operated by Simon. The service allows shoppers to find stores in more than 3,300 stores and 50 brands. The tool is available on Simon's website and app and in the digital catalogs of the malls themselves.

The tool worked in test mode in the first phase with the Gap, Old Navy, J. Crew and Anthropologie brands. Today, Macy's, Pacsun, J. Crew Factory, Warby Parker and other retailers have joined the project. According to recent estimates, the service was used more than 2 million times in April.

"Consumer interest in Simon Search has far exceeded our expectations. It's clear that this unique tool provides significant value for our shoppers, enhancing the overall shopping experience," Mikael Thygesen, chief marketing officer at Simon, said in a statement. "It's also a great platform for participating brands to tap into shopper demand and drive incremental traffic and sales to their stores."

Simon is also looking for new DTC brands to place in its malls. In particular, since last year, the company has partnered with Leap, which helps such brands open their first mall stores.

Simon Property Group posted a fourth-quarter 2023 operating loss of $54.5 million. The company said in a statement that its retail assets are at risk of shrinking over a five- to 10-year horizon. At the same time, the company's rental revenues rose 3.3 percent to $1.2 billion.

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