HOW MALLS ARE GETTING ON BOARD WITH BEACON TECHNOLOGY
Summary
Malls operate as larger and more complex beacon ecosystems than do boutiques and individual stores, and many of their technology teams are still working out how best to make use of the devices. Mall management group Rouse Properties, which is in the first stages of rolling out hardware from the beacon company Sonic Notify to the 34 of the locations it operates, says that the benefits of being beacon-enabled are manifold. Brian Harper, Rouses executive vice president of leasing, says the company is looking into selling that digital space to advertisers in different packages. As Chad Rodriguez, head of development and partnerships at Sonic Notify, points out, beacon isnt only about being able to send customers a coupon for Aveeno products when theyre in the skincare aisle. Jill Renslow, vice president of business development and technology at Minnesotas Mall of America, says that her team is currently in the process of figuring out how best to use connectivity and aims to have its beacon system installed by the holidays.