Tech Trends to Increase Foot Traffic and Dwell Time
Updated: Oct 29, 2019
Technology is a constantly evolving beast which can often be left untapped by shopping centres hoping to improve their shopper engagement.
If you've ever help an event within your centre and been left thinking at the end of the day, that went well, we had a great turnout, feedback from attendees was positive and we handed out heaps of free stuff, but aside from that we don't have much else to show for it, then you aren't alone.
Find out just a few ways technology can make your life easier when it comes to creating fun, engaging and MEASURABLE activation tactics!
Yep we get it, simulators have been around for ages we hear you say. Yes they have, but have you taken a look recently at how far they have come? Name a sport and there is probably a simulator for it - Cycling, Rugby, Soccer, Cricket, Golf Basketball, AFL, Ice Hockey etc etc.
Couple this with the advances in 'depth camera' technology and you now don't even need a ball to participate, that can be virtual too!
In our experience Sporting Simulators are a great, fun way to pull in participants and create a crowd around your space whilst significantly boosting shopper dwell time. Often a real time 'leaderboard' is all you need to get those competitive juices flowing! (oh and capture some data too)
2. Virtual Reality
'The computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors.'
When done properly a VR experience can be a truly memorable experience, the ability to transport participants to another world is very powerful and with the improvements in headsets and programming, creating your own VR experience has never been more affordable. Shoppers love to know more about this technology and definitely make time to come in and see what all the fuss is about.
Check out the custom VR Easter Egg Hunt we developed for a local centre here.
3. Augmented Reality
A little newer on the scene compared to its 'Virtual' brother. Augmented Reality superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.
Made popular in the mainstream by the Pokemon Go game a few years back (yep remember that?) the benefits of Augmented Reality remain largely untapped, which means there are plenty of ways to use it.
Check out how the Ford Motor Company used AR to bring their otherwise static Motor Show display to life here. Or why not use augmented reality to get your face painted in team colours, all the fun of face painting with none of the mess!
If you have invested tens of thousands of dollars into your own shopping centre app and aren't seeing the engagement or download numbers you hoped for, then beacons might be the solution for you.
These small devices emit a low energy bluetooth signal designed to simply
'wake up' your app on a user's device via a tailored push notification message.
Shopping Malls and Centres all over the world are utilising this technology to gather general demographic information about shoppers and send tailored offers to their smartphones even before they arrive at their mall.
“We can track clients to see where they go and identify hot and cold spots within the malls.” According to Simon Wilcock (CEO of Arabian Centres Company Ltd)
We manage our own beacon network at ACTIV so get in touch to find out more.
5. Re-Marketing Tools
If I had a penny for every client that tells me data is there number one objective, assures me they will do something with the data, then fails to do anything with said 'data' I'd be writing this blog from a tropical island somewhere.
Gone are the days of paying hundreds of thousands of dollars for a CRM system. Sure if you want to build something yourself or need to need to dive deep into things like shopping behaviour it gets a little more complex, but for the majority of brands this isn't the case.
There are plenty of user friendly platforms which allow you to automate the 'post event' conversation pieces based on the specific actions/triggers of the end user.
We call the 're-marketing' phase the 'nurture' phase and for good reason, it's the place where you build report and trust amongst your shoppers, you need to put the time and effort into this step and if you can't then chat to us instead!
Pro Tip -
Make sure your emails are mobile optimised, most people check emails on the run these days!
We hope this helps.
Until next time.
Director - ACTIV Brand Management
0422 050 520 / email@example.com