Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/753030
24 S C T / D E C E M B E R 2 0 1 6 M all owners are increasingly seeking to use new technologies and media to communicate with shoppers. Simon is rolling out interactive digital directories in nine shopping centers ahead of a broader roll out planned for next year. These digital directories are designed to provide shoppers with an engaging new user interface. "Simon is a leader in this space, with an unmatched network of over 175 screens deployed across the country," said Mikael Thygesen, Simon's chief marketing officer. "It's an important customer amenity that our shoppers interact with quite regularly." The units employ 65-inch, LCD, high-definition touch screens and are located in high-traffic areas, coming to life when a shopper walks within a few feet. The interactive digital maps highlight the locations of shops and services, and display the fastest route. Shoppers can send those directions to their mobile devices. There is also information on special offers from retailers and restaurants. The digital directories utilize location-based marketing technology to allow brands to provide their customers with real-time information. Among the properties that have received these directories are Fashion Centre at Pentagon City, in Arlington, Va., and Florida Mall, in Orlando. M A R K E T I N G T H E C O M M O N A R E A Signs of the times Macerich is trying to jazz up its marketing message by hiring lifestyle media publisher PopSugar to produce custom videos, imagery and social-media posts for its in- mall, online and social platforms. "PopSugar's spot-on connection with young women is a unique lever for heightening the experience with our malls for this important set of shoppers," said Ken Volk, Macerich's chief marketing officer. PopSugar will help Macerich malls and tenants connect with the valuable Millennial female shopper by creating innovative targeted content, according to PopSugar CEO Geoff Schiller. "We know how to reach Macerich's consumers and how to communicate with them," he said. "As the brick-and- mortar retail experience continues to evolve, PopSugar's inspiring, informative and entertaining content, plus our proprietary data technology, creates the perfect platform to aid Macerich properties in making their malls the most innovative and engaging experiences for consumers." PopSugar's influence will be popping up soon in Macerich mall tweets, Facebook pages and in-store displays. GIRL TALK Posh shopping center Americana Manhasset is celebrating its 60th anniversary with a particularly lush edition of its biannual catalog featuring photos shot in Sicily. The center, tenanted by such luxury names as Chanel and Louis Vuitton and located on Long Island's North Shore in New York, works each year with New York City–based fashion styling and advertising agency Laspata/DeCaro to create the glossy promotional magazine, which reflects the shopping center's reputation for sophisticated retail. Backdrops in the fall catalog include the gilded Palazzo Gangi and to the charming seaside town of Porticello. Americana's fall catalog is direct-mailed to 130,000 targeted households. The images are appearing in national and regional print ads in a variety of print and digital publications. In conjunction with the still images, Americana Manhasset has introduced a short film, titled The New Romantics, which captures the oplulent spirit of the campaign, set to dramatic music. The LOOK BOOK piece will be featured in digital advertising as well as front and center on Americana's website, along with a fun and fast-paced behind-the-scenes video of the photo shoot. "Sicily was the perfect choice as a location," said Charles DeCaro, a partner at the agency that created the catalog. "As always, while we had a clear editorial voice and a strong vision for this campaign, it is the fashion and the designers' messages that remain the focus." Americana Manhasset is managed by Castagna Realty.