MAPIC 2015: Shopping centres are social destinations, not places to shop – that was the opening gambit from Devi Kolli, chief executive of Ai Solve at MAPIC yesterday.
Kolli said malls were now places people went to socialise, to eat great food and possibly shop – and even then, potentially just to pick up an order.
The change in dynamic, she said, had been driven by smartphone technology.
In a bid to create more interactive social experiences within malls, Kolli said owners needed to think about using virtual and augmented reality products such as touch screens that transform wasted atrium space into virtual marketing space, and mobile augmented reality that allows consumers to scan products and gain loyal customer codes from retailers.
“The power is in the consumer’s hand,” said Kolli. “You have to pass it on to them.”
samantha.mcclary@estatesgazette.com
