Taubman Properties Tests Interactive App In Sarasota, Florida
By Marco La Vecchia, VP Channel Sales, AVG Technologies
Retailers closing out 2014 and looking forward to 2015 can easily see that the technology to help customers shop more efficiently will include mapping options. Already retailers such as Target are using interactive in-store mapping, and mall developer Simon has formed a partnership with eBay to develop “the connected mall” to help customers navigate mall layouts. Taubman Properties, operators of over 25 mall properties in the United States, is following Simon's example with a new app, announced on December 23 via press release on Taubman's website. The app, “Mall at UTC,” was created by MXM, and is now available for free download from the Apple iTunes store, with an Android version expected to be available soon.
“Mall at UTC” helps shoppers navigate and shop Taubman's new shopping center The Mall at University Town Center in Sarasota, Florida, thanks to technology by SPREO. SPREO is an indoor mapping technology company that uses Bluetooth beacons for real-time navigation. According to the press release, the app could be “the most extensive use of Bluetooth in any mall worldwide.” The Mall at University Town Center is being used as the pilot location, and is the first industry application to use SPREO's technology. More malls are expected to receive their own app in 2015 after the initial test at The Mall at University Town Center.
"Our goal and mission is to make the shopping experience better, to make it easier, make it more productive, fun and engaging,” says Ivan Frank, director of digital marketing for Taubman.
The app lets shoppers “Map It, Plan It and Love It” with several features that will appeal to visitors to the mall to make their shopping experience more pleasant. After opening the app, users will be greeted with options that correspond to certain features. Under “Map It,” shoppers can find retailers and restaurants within the mall on a map and also click for step by step directions, while “Plan It” helps shoppers make a custom itinerary, and “Love It” lets them mark favorite stores for easy access, receive personal recommendations, and more; upon installation, the app asks users to mark their favorite stores to receive personalized content. Shoppers will also see style recommendations, personalized deals and offers based on their favorite retailers on “Mall at UTC.” Under “Love It,” app users can even customize their map so they only see their preferred retailers.
“Our new mobile app changes the shopping experience, bringing mall navigation and personalization to the forefront like never before,” says Frank. “Taubman is pleased to be the leader in bringing this technology to shoppers to enhance their in-mall experience."
The Mall at UTC is one of the newest Taubman properties and opened in October 2014. The property features 880,000 square feet of retail space including high end retailers like Saks Fifth Avenue and Macy's. Thanks to the pioneering technology of the new “Mall at UTC” app, shoppers will be able to engage and shop at their favorite retailers more efficiently.