With a surge of online shopping, what place does shopping mall have in the modern age? How do shopping malls effectively utilize digital and social media to bring customers an experience that is unavailable online?

1. Integrating digital
media effectively into
shopping malls
Dec.7, Shanghai, XQ

2. Total Taobao sales
on Bachelor‟s Day
exceeded USD 3 billion.
Taobao mall, the empty city of China

3. Black Friday online
Black Friday
sales surged 21
Percent thanks to
mobile shopping.

4. With a surge of online
shopping, what place
does the mall have in
the modern age ?

5. Online sales
accounts for about
5 percent
of total retail sales.
Source: The Forrester Research Online Retail Forecast 2012

6. Shopping mall
is NOT DEAD.
The one thing that online shopping can’t seem to replace, of course, is the human interaction
element that brick-and-mortar retailers provide. Going to a mall is, to many shoppers, a social
experience where people get to shop, eat, and catch up with friends or family. It also provides a
great spot for people watching for those shoppers interested in catching the latest fashion
trends or meeting new people.

8. But, consumers
and tenants have
changed.
• More demanding
• More price conscious
• More technically savvy

9. They want perfect
integration of the
digital and the
physical.

10. And the multi-screen
shopping experiences.

11. How do we
do it?

12. Create innovations to bring the online-
offline integration to life, impressing the
customers and generate profit growth.

13. Think creatively
to provide better
shopping experience by
• Embracing in-store digital technology to bridge the divide between online and offline.
• Taking advantage of mobile technology to boost visitors.
• Harnessing social media to attract shoppers and keep them engaged.

15. Embrace
in-store digital
technology

17. “According to Tesco, more than
10,000 consumers took
advantage of the service in the
first three months, and online
sales increased 130%.”

18. Through an innovative
interactive window display,
LEGO brand retail stores
give shoppers the
opportunity to star in a
game as a LEGO
.
Minifigure, in which the
animated character mimics
the player„s movement. The
solution aim to bring the
LEGO experience to life in a
new, exciting and immersive
way.

19. Use mobile
to boost visitors

20. At Westfield, which has 55
malls in the US, a new app
lets people search more
than 100,000 products from
215 retailers, to see which
stores in the mall carry it
and what their prices are.
It also support voice search
for questions like the
location of the nearest
restroom, and push
promotions messages to
users while they are in the
malls.

21. In Milton Keynes shopping
mall, Visitors will be able to
search for and download via
their mobile phones virtual
„balloons‟ around the centre,
which will reward them with
escalating offers and prizes.
.
The virtual balloons will be
located at different parts of
the centre on different days,
encouraging exploration and
loyalty.

22. Shopkick is a reward program,
the big difference being that the
shopper has to physically walk
into a shop to earn rewards – or
“kicks”. These reward points are
earned immediately when a
shopper walks into a
participating outlets, even
before they buy anything. Users
.need to link a debit or credit
cards and use these to collect
kicks on qualifying goods in
store. Additional points can be
earned by picking up goods and
scanning their barcodes. The
kicks also can be redeemed for
a wide range of products
including movie tickets and
donations to charity.

23. Harness
social media
to attract and
engage shoppers

24. To promote free
underground parking at a
Swedish shopping mall,
The mall came up with an
interesting idea to deliver
the message to its
customers. It placed one
car on top of another --
and left it there in the old
parking lot for the media
and the public to jump on.
(video case study). What
happened next?
Halva Kungariket Shopping Mall

26. The Grove is a shopping
mall in downtown Los
Angeles. The shopping
mall set up several photo
booths and recruited
many celebrity stylist to
help customers to take
photos.
These photos will be
automatically uploaded to
a mini-site called I Love
Grove. Friends and
families will be invited to
the mini-site to vote for
the best photos and win
prizes.
http://www.ilovethegrovela.com/