Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/704472
A U G U S T 2 0 1 6 / S C T 7 women tend to log on, at 39 percent among the former and 30 percent among the latter. Some three-quarters of those surveyed said they were aware of electronic advertising in the malls. Among Millennials, 65 percent cited the influence of this form of advertis- ing, followed by 43 percent of Gen-X shoppers and 28 percent of boomers. Overall, 45 percent of these consum- ers reported that electronic advertis- ing influences them. Wi-Fi is at the top of consumers' list of mall services. Some 35 percent said they expect to find interactive kiosks and touch screens; 32 percent said they look for charging stations for elec- tronic devices; 28 percent cited interest in mall mobile apps; 27 percent expect to find electronic signage about mall events and special offers; 25 percent said they want mall VIP loyalty pro- grams; 22 percent cited electronic com- mercial ads; 19 percent seek electric- vehicle charging stations; 18 percent look for mobile navigation systems or apps; 14 percent anticipate seeing tablets in mall common areas; and 14 percent expect to find electronic park- ing assistance technology. The survey also measured the popularity of mall rewards and loyalty programs. Seventy percent of Mil- lennials said they would be likely to participate in such programs, even when that entails supplying personal and credit-card information. Some 56 percent of the Gen-X shoppers and 37 percent of the boomers said the same. Overall, 53 percent of the survey's respondents reported that they would be likely to sign up. More mall owners are establishing such portfoliowide rewards programs. PREIT, for example, recently an- nounced PREIT Perks, which will enable shoppers to earn credit on pur- chases and give retailers enhanced vis- ibility into shopper behavior at PREIT malls. The program will be introduced at Cherry Hill (N.J.) Mall and then is to be rolled out across the PREIT port- folio over the next several months. "As technology continues to drive changes in consumer behavior, PREIT is committed to investing in new, inno- vative programs to better connect and incentivize shoppers and amplify the omni-channel experience," said Joseph F. Coradino, CEO of PREIT. To enroll, shoppers may register up to 15 credit and debit cards to earn credit for purchases made at mall retailers. Enrollment is a one-step process done at in-mall kiosks and on PREIT mall websites. For every $250 spent, consumers earn $10 back on their next transaction at the mall. PREIT Perks also connects consum- ers to retailers, giving brands access to real-time payments data and other shopper insights. Chicago-based Starwood Retail Partners created a similar portfoliowide loyalty program called Oh, So Simple Rewards, which it began rolling out at its properties in October. S C T Lighting manufacturer Philips has introduced an "intelligent" light- ing system for retail- ers whereby light fixtures are used to track cell phones car- ried by customers to within about a foot. Philips says the sys- tem, called Visible Light Communication, is more accurate than the systems currently being used. Retailers and landlords use cell tracking to bet- ter understand cus- tomers' movements within stores and shopping centers. French hypermarket chain Carrefour is put- ting the system into its stores in France. Philips is testing the system at a Dubai- based retailer and says it plans to intro- duce the technology to U.S. companies soon. SMART LIGHTS Seventy percent of Millennials say they would participate in a mall rewards program