Mall landlord Macerich is expanding the in-mall mobile retail platform StepsAway to 22 properties. StepsAway uses cloud-based technology to allow national retailers to create and deliver promotions across multiple mall properties from their corporate headquarters on a single platform.
Shoppers access the web-based StepsAway app via each mall’s free Wi-Fi network and then peruse offers by category, e.g., Women, Men, Kids, Shoes, or by retailer.
StepsAway capitalizes on the increasing number of shoppers who use digital devices during their purchase decision process when they are at the closest point of purchase – “steps away” from a retailer’s lease line.
“We are sharply focused on innovating the customer space,” said Ken Volk, chief marketing officer, Macerich. “StepsAway’s in-mall mobile retail solution adds another key digital touchpoint to our slate of technology offerings that enhance the shopping experience for customers. It also delivers important benefits for retailers, including the ability to communicate with shoppers when they are close to the point of purchase.”
Macerich’s broader deployment of StepsAway builds on the successful 2015 pilot at three high-performing Macerich centers: Queens Center (NYC), The Oaks (Southern California) and Tysons Corner Center (Washington, D.C. metro area).
“Our solution empowers mall owners to increase sales per square foot and gives retailers an innovative, mobile channel to extend their reach, acquire new customers, and influence on-property consumer purchase decisions, locally, regionally or nationally, all in one platform,” said Allan Haims, CEO of StepsAway. “We are excited to expand our successful partnership with Macerich, which has one of the best mall portfolios in the country.”
StepsAway is in nearly 150 malls nationwide, including GGP and Taubman malls. American Assets Trust's Del Monte Shopping Center, an open-air retail center on the Monterey Peninsula, added StepsAway in December.“Retailers today require more dynamic, real-time communication channels that increase consumer engagement and easily connect with a captive audience,” said Monica Jones, marketing director of American Assets Trust.