iPoint / Mallinfo – Shopping Centre Apps for targeted advertising
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Mobile shopping applications for 20 shopping centers across the country are now available, compliments of a partnership between iPoint and Mallinfo. These apps, in conjunction with an in-center digital medium, allow advertisers to advertise directly with a particular shopper base at PoP.

Simplifying shopping

iPoint and Mallinfo developed mobile apps which allow shoppers to find what they’re looking for. The apps, developed for 20 shopping centres across South Africa, provide shopper information such as stores, events, specials and other interactive services.

“Our partnership has proven pivotal to our accelerated roll-out of apps,” commented Mallinfo’s Pieter Geldenhyse. “We tap into their quality store content and present it on an alternative platform.”

Platforms and ad opportunities

The apps, which are available on all platforms including iPhone, Android, Blackberry, Microsoft and Mobie, give advertisers the opportunity to advertise directly with a particular shopper base in a point of purchase environment such as shopping centers.

"The collaboration has also presented many new opportunities by allowing us to bundle the various advertising opportunities on the mobile devices with the established digital wayfinder medium already in most of South Africa's major shopping centers."

Forthcoming attractions

In 2013 the new features will be bundled on both the mobile and touch screen wayfinders.

·     Treasure hunt – shoppers can take part in a treasure hunt using both the digital wayfinders and the malls own app to find clues across multiple devices and win prizes. This high level of interactivity and entertainment will enable shopping malls to engage more with their shopper base.

·     Gift ideas – shoppers will be able to use the digital devices to shop more effectively. They may input certain criteria such as age, gender and price range. The devices will then provide a list of possible gift ideas which are available to buy in that particular center.

·     Car finder – a parking guide providing shoppers with detailed directions back to where they parked.

·     Coupons – the delivery of coupons will be offered to shoppers that register on the iPoint system, either via the mobile app or via the touch screen. These coupons will then be tailored to shoppers, based on their preferences.

*The companies mentioned website addresses are: www.ipoint.co.za  and www.mallinfo.co.za.

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