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CenterLinq lets shoppers talk to malls

By Jacquelyn Bivins

During any interview with a mall marketing professional, chances are that at some point, she'll discuss the following:

* The need to do more to differentiate her center and make it a compelling destination for customers.

* The recognition that the "tried and true" marketing programs of the past no longer can be relied upon to build traffic.

* Increasing interest by major companies in utilizing the mall environment as a place for promoting their products or brands.

* Concerns about the impact of the growth of Internet retailing on centers.

Now some savvy marketers are turning to technology providers who are targeting the shopping center industry as a growth market for their products and services.

One example of such a partnership is the relationship Newport Beach, Calif.-based Vision Digital is forming with Crown American Realty Trust, Johnstown, Pa.

In a test at Crown American's Logan Valley Mall in Altoona, Pa., customers can access information and purchase certain products and services at CenterLinq "interactive pavilions" developed by Vision Digital.

Interactive kiosks empowered by television networks are being installed at these pavilions. Consumers can carry out a number of different activities at the touch screens, including purchasing movie or concert tickets, sending and retrieving e-mail, receiving coupons based on past spending habits, and even surfing the Net (with Websites of questionable taste blocked out).

According to Christine Menna, vice president of marketing for Crown American, by placing these pavilions in the center, "We offer our customers the opportunity to access services not available in the mall itself," such as floral delivery. Plus, "these go far beyond the traditional mall promotions," she added.

At the same time, she points out, a large number of companies, including consumer goods manufacturers, are increasingly interested in using the mall environment as a vehicle for promoting their products, and these pavilions give them a new and different opportunity to do so.

Potential advertisers are able to purchase spots on the kiosk screens. Chris Miglino, president of VisionDigital, reports that these have been selling extremely well.

However, the real advantages of the pavilions accrue to customers and to the retail tenants who service them. Tenants can utilize shopper data captured at the pavilions to help plan their own promotions and other marketing and merchandising activities.

Other "value-added" features include:

* A search feature that allows the customer to access different services or products available within the mall. Complementary services not available within the mall itself can also take part.

* The ability to send and receive e-mail.

* Gift reminder and gift selection features customers can access as they arrive.

"Customers are already telling us that this feature really helps them avoid getting home and realizing that they forgot to pick up an important gift while they were at the center," Mr. Miglino said.

* The ability to view restaurant menus and use "concierge-like" activities.

The CenterLinq pavilion is installed in the center court of Logan Valley, and installations elsewhere in the mall are under consideration. Elsewhere, Ms. Menna said each mallwill be evaluated for how many kiosk stations are needed to fully service customers. Crown American will roll out the pavilions to all of its malls, with the next installation scheduled for its Harrisburg (Pa.) Mall.

Logan Valley customers are encouraged to interact with this system and become "members" or subscribers in order to access special benefits, including the mall's frequent shopper program. Through the program, each purchase made at the mall is automatically recorded. Shoppers receive incentives to keep them coming back for more.

"We believe that having frequency shopper reward programs, using the Pavilions but also even in places where these are not yet installed, is extremely important. They ensure that our customers will keep returning to our centers, instead of simply going elsewhere for their major purchases," Ms. Menna said.

Not all purchases would have to be made in person at the mall, Ms. Miglino explained. A member can use his or her frequent shopper identification number to shop the mall from home, then have the items delivered, if the mall opts to utilize the service. No malls have yet done so.

What is available now, though, is the ability to use CenterLinq to shop the Web sites of stores within the center itself. Retailers selling via the Web can capture additional business this way, and use information gathered about customers to drive sales.

"Our real goals are to make the shopping experience better for our customers, and to build their loyalty," said Ms. Menna. "We think technology will continue to play a major role in meeting those goals."