Starwood malls partners with StepsAway for mobile app integration

National mall developer Starwood Retail Partners is now partnering with mobile app StepsAway to integrate the app's mobile solutions services to 10 new malls in the United States.

StepsAway's browser-based mobile app, which will be accessible via free mall Wi-Fi, was deployed in select Taubman malls in October 2014 and Starwood properties in February. StepsAway is a cloud-based platform that enables retailers to create and deliver promotions across multiple properties and straight to customer smartphones. The tool supports dynamic promotions and lets retailers make real-time adjustments based on inventory levels and sales trends, according to the company.

It also allows malls to increase sales per square foot. Retailers including GNC and Things Remembered will be expanding their usage of the platform with the addition of Starwood's mall properties.

The new solution is now live at the properties in California, Florida, Nebraska, North Carolina, Ohio, Texas and Virginia.

Shopping malls are stepping up the adoption of mobile technologies, creating connected environments and applications that add value to the shopping experience. In December, Taubman introduced a new app featuring indoor navigation for a more personalized shopping experience at the University Town Center in Sarasota, Florida.

Mobile-savvy teens and millennials still show an affinity for the mall: 65 percent expressed interest in visiting malls on Black Friday. Reaching them with offers, increasing their spending and keeping them coming back is critical—not just to stores, but to mall developers as well.

"The recent holiday shopping season undoubtedly proved that mobile was a powerful force in connecting shoppers with real, in-store experiences and influencing mall purchases while consumers are 'stepsaway' from retailers," said Allan Haims, CEO of StepsAway. "We are thrilled to partner with an innovative, fast-growth developer like Starwood Retail Partners that is staying ahead of the digital curve in bridging shoppers with time-sensitive, in-malls [sic] deals directly on their mobile devices."

*An earlier version of this story incorrectily stated the partnership was between Taubman malls and StepsAway. That earlier program was announced last fall, and today's announcement pertains to Starwood Retail Partners. FierceMobileRetail has updated the story and apologizes for the error.

For more:
-See this StepsAway press release

Related stories:
Target app introduces interactive maps, shopping lists
Beacons' promise burns bright
StepsAway expands mobile messaging in malls
Georgia town installs beacons in 80% of stores
Taubman mall rolls out new app

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