Shoppers are using technology to help navigate busy malls and crowded shopping centers this holiday season.
General Growth Properties, owners of Willowbrook Mall, launched an application for smart phones they say lessens the stress of shopping by providing a guide to the mall.
The application uses a Google map feature shows shoppers routes through the mall and notifies them of sales at the shops. It also uses Facebook feeds to update customers about events.
Keith Maladra, vice president of digital marketing for General Growth Properties, upgrades, said the technology was officially launched a year ago, but several upgrades have been made in time for the holidays.
"Lives are hectic, especially around the holidays," Maladra said. "We saw a need and we wanted to put this app together mainly to make the holiday season easier for our shoppers."
Android and iPhone users can download the free app through the app store or on iTunes by searching The Club Shopping Mall Guide, he added.
Once the app is on a mobile phone, a red star will appear whenever a sale is posted.
The application includes a store directory and mall map –identifying the closest ATM, restrooms, restaurants and parking locations, Maladra said.
He said the application can also be used to check the balance on a mall gift card and can also look up movie listings and times for centers with movie theaters.
Customers can also play games on their phones and win prizes at the mall. Brenda Crawford, general manager for Willowbrook Mall, said the mall has been busy since Black Friday. "It's hard to gauge whether the new app has added to the number of shoppers," she said. "But I will say that every time I walk through the shopping center, I see shoppers using their smart phones."
Maladra said General Growth Properties wanted to take advantage of the mobile technology trend.
"Mobile is kind of attached to people's hands right now," Maladra said. "We wanted to leverage that tool to make shopping easier and more fun." Crawford added that the app is especially helpful for shoppers who drive in from surrounding areas. "In fact, the GPS feature will even help drivers find the fastest route here," she said. "We have customer service in the mall, but the new app is like having a customer service representative in your pocket."
Crawford said stores in the mall are also using QR codes and short code messaging, allowing shoppers to receive instant offers on their cell phones when they are visiting the mall. "We have our Willowbrook Mall QR code on our lighted directories. Shoppers can scan the image to access our mall map," she said.
Willowbrook Mall uses Facebook to network with customers and for community efforts. On Dec. 1, Crawford launched a Facebook campaign to raise funds for a local charity - for each person who likes Willowbrook Mall on Facebook throughout the month, the mall will donate $1 to Northwest Assistance Ministries.
Crawford said all the technological efforts are meant to make shopping easier. "I don't think shopping online will ever replace a trip to a shopping center," she said. "It's fun to be out in the crowd, window shopping and seeing everything in person - checking the fit and the quality and getting the expertise of the sales people."
Maladara said the new technology is encouraging people to get back into stores instead of ordering online. "Retail sales are up in a big way this year - it's super encouraging," he said.
Toys "R" Us, and its affiliate Babies "R" Us, also recently announced that it has expanded its mobile offerings for the holiday season. Customers can use smartphones to research gifts, get product reviews, compare prices and check availability of toys.
Katie Reczek, Toys"R"Us spokesperson, said the store is actively using technology to keep the holiday season busy at all of their locations. "On Thanksgiving night, our stores around the country welcomed lines of hundreds - in some cases over 1,000 - of enthusiastic customers for our 9 p.m. opening, eager to take advantage of our deals and doorbusters," she said.
Reczek said there there has also been a high volume of traffic to their e-commerce site, Toysrus.com. "We are also seeing customers increasingly utilize our Buy Online, Pick Up In-store offering," she said. "There are numerous ways we're making it more convenient for customers to shop with Toys"R"Us however, whenever and wherever they choose to do so."
The store is also offering a Gift Finder app that helps shoppers determine what to buy for the children on their list - asking gift-givers a series of questions and providing gift suggestions based on age and interests.
When shoppers search for a product, they will be able to sort the results by relevance, best-selling items, top-rated items or price. Customers have responded to QR codes, that the company has used to supplement print advertising, product packaging and in-store signage, Reczek said. They might provide product demos or additional information on how a product works.
She added that the company has a mobile messaging program to update shoppers on weekly deals.
Reczek said the hottest toys for the season have been Trash Pack, Air Swimmers eXtreme, Skylanders Spyro's Adventure, LeapPad Explorer and Monster High Dolls. Customers also are buying a lot of Xboxes, iPods and tablets, she added.
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