Taubman expands proximity-based mobile app in malls

Taubman Centers is expanding the number of malls in its partnership with StepsAway, a mobile app that lets shoppers check in through the mall's WiFi network to receive offers.

The StepsAway mobile app is designed to drive shoppers into stores with relevant offers to those already in the mall. In the 12 months since the launch, Taubman has seen a double-digit growth in consumers accessing the network to take advantage of in-mall promotions, according to the company.

On average, a retailer's offers are viewed more than 15,000 times per month in each mall. Additionally, time-sensitive flash sales on StepsAway have generated double-digit percent redemption rates. The app now has 40 malls in its network, and nearly 20 million offers have been viewed by shoppers.

New Taubman shopping centers that will implement StepsAway by the end of this year include The Mall at Short Hills (Short Hills, New Jersey), Westfarms (West Hartford, Connecticut), The Mall at Green Hills (Nashville, Tennessee), and The Mall at University Town Center (Sarasota, Florida).

"Since we began using StepsAway, we've seen a double-digit percentage increase in the volume of consumers using our free mall Wi-Fi networks and taking advantage of hyperlocal in-mall offers," said Ivan Frank, director of digital marketing, Taubman Centers. "Expanding our StepsAway footprint is part of our larger strategy to offer a higher-value digital experience to consumers visiting Taubman malls nationwide."

Last year, Taubman introduced indoor navigation tools through a mobile app and began offering free WiFi in its shopping centers. Westfield Malls even added a data and analytics officer to help identify and capitalize on technology.

For more:
-See this StepsAway announcement

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