AROUND THE GLOBE
ESTONIAN MOBILE WAYFINDING T
he Lõunakeskus shopping centre, located in South Estonia, has
deployed a multi-platform wayfinding application to help shoppers find their way around the centre and stay abreast of in-store offers. The shopping centre, which
occupies over 66,000 square metres, contains over 160 different shops and service providers, boasts over four million visitors a year and employs over 1,500 people. On-site retailers
include Adidas, Bags World, Bastion, Cropp, Denim Dream, ECCO, Expressions, Levi’s and Mosaic. The three-story building had
become complex to navigate due to multi-stage construction and the fact that tenants are constantly changing, growing or downsizing. Inside the centre, the wayfinding
application runs on three touch- screen kiosks. It also runs on the shopping centre’s website and over a
mobile application. According to Jaan Lott, manager of the Lõunakeskus centre, navigating the mall became complicated and printed directories became too expensive to keep up to date. “3D Wayfinder runs on kiosks, on our website and also on mobile. We have noticed that people are not getting lost as much, which saves the information desk personnel time. It advertises our centre as modern and innovative.”
TURKISH SOCIAL MEDIA SHOPPING T
urkish shopping centre Cevahir, managed by retail property fund manager Pradera, has been recognised for a social media marketing campaign that has
helped to drive online and offline convergence. Based in Istanbul, the shopping centre was recently awarded the silver medal in the ICSC Solal Marketing Awards 2014 for its ‘Tweetbox’ initiative, which combined online gaming with random acts of kindness. The campaign requested players to tweet slogans with the hashtag #giftsatCevahir (#hediyelecevahirde) for an opportunity to win surprise gifts. A giant vending machine, called ‘Tweetbox,’ was set-up on a platform in the central
area of the shopping centre in June last year and was activated by the tweets. Surprise envelopes containing gift cheques were randomly released from the TweetBox. More than 12,000 tweets were generated by the social media campaign that encouraged an estimated 5,500 young consumers to join the live event. The Cevahir Shopping Centre, offers over 115,000 square metres of retail space and
approximately 12,000 square metres of leisure activities across six floors. It is located in the central business district of Sisli, on the European side of Istanbul.
CUSTOMER LOYAL-TEA AT POS H
ype XI Tea, a tea retailer based in British Columbia, has rolled
out the Pose cloud-based point of sale (PoS) solution for small-to-medium size retailers to capture customer data at point of service and support the shop’s growth. “We realised how time consuming
it was to get useful, detailed sales information out of our traditional cash registers,” explained owner Martin Goman. “We were trying to get more detailed sales analysis. It was very nice to see Pose had so many of these reports
18 Autumn 2014
pre-made and that we could easily pull the information out in a useable format like Microsoft Excel. “We deployed Pose before the
Christmas season in November 2013 and
having the system in place has given us a great way to analyse what products were best sellers, how much each customer spent per transaction and which gender the majority of our customers are. “This all helps us improve our
marketing efforts and really zero in on our target market, which in the end saves us money.” Pose also supports a complex
charitable donations customer incentive, as Hype XI Tea donates 5% ach of their customers spend annually to a charity of the customer’s choice.
www.retailtechnology.co.uk
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