In a reflection of malls’ increasing desire to implement targeted mobile offer solutions, Mobiquity Networks is partnering with Rouse Properties to power beacon deployments at all of its regional shopping centers.

The subsidiary of Mobiquity Technologies is planning to roll out the red carpet for its mall-based retail solution at tens of Rouse Properties’ shopping centers, adding significant scale to its national footprint of beacon deployments. The collaboration with Rouse brings Mobiquity’s reach to more than 355 of United States-based malls, proving that beacons will eventually become must-have technology platforms for retailers with a massive bricks-and-mortar presence.

“Beacons are a critical technology component of a larger consumer engagement platform,” said Jim Meckley, chief marketing officer of Mobiquity Networks, Garden City, NY. “When deployed as part of a physical network and combined with a network of relevant mobile app publishers, beacons make it possible for mobile apps to accurately identify ‘where they are and what they are near’ in indoor environments.

“Location awareness makes it possible for the retailers and brands in our malls to dramatically refine the experiences that are delivered to shoppers. When this powerful new engagement channel is used effectively, it will enhance the mall shopping experience – and ultimately drive greater revenue for Rouse and its retailers and brands.”

Reaching wider audiences
More and more retailers are acknowledging the lucrative revenue potential that stems from targeting nearby shoppers with mobile-specific offers. The ability to personalize such offers, based on aspects including previous purchasing behavior and proximity to a store, also offers more credence to the potency of beacon deployments in malls.

Mobiquity Networks claims that Rouse’s shopping centers typically function as the nucleus of their communities, therefore serving expensive trade areas. The company’s ecosystem enables retailers to stay connected with shoppers via customized promotions, tailored information and real-time experiences on mobile.

Mobiquity’s beacon solution grabs location-based data from common areas in shopping centers and offers advertisers the ability to deliver targeted marketing efforts to customers, at the most optimal place and time.

For example, a customer standing within 50 feet of a Foot Locker store could receive a mobile push notification prompting him or her to come inside to view the latest seasonal footwear collections.

The Rouse collaboration will bring Mobiquity Networks’ retail footprint to more than 355 malls in the United States, reaching a potential audience boasting 275 million monthly shopping excursions.

The frequency of consumers’ visits is reflected in the $345 billion total representing annual retail spending.

Rouse Properties maintains shopping centers on both U.S. coasts, spanning 21 states.

Integrating shopping and social
Rouse Properties has affirmed its dedication to providing an enhanced social shopping experience by allowing retailers to build personal connections with customers. Shoppers are more likely to purchase from a brand if the offers are personalized to their tastes, therefore making mobile the best-suited device for prime targeting.

As increasing amounts of consumers become less wary about enabling location settings on their smartphones, shoppers can expect to see beacons become a commonplace solution in many malls.

In a partnership with Mobiquity Networks, Shopular is integrating beacon technology into its application to deliver personalized, contextually relevant offers to users while they are shopping in more than 320 malls (see story).

Meanwhile, Taubman Centers is partnering with an in-mall retail solution to deploy a browser-based application at four new shopping malls that relies on Wi-Fi instead of Bluetooth technology, capitalizing on the 20 million offers viewed by customers within the StepsAway mobile app so far (see story).

“So far we’ve seen a very positive consumer response (think engagement rates) from campaigns deployed by our partners, which is in line with what the industry is generally finding,” Mr. Meckley said.

“Both data (for instance, the recent Mobile Marketing Association SMoX study) and intuition indicate that adding location awareness to mobile campaigns has a dramatically positive effect on the relevance, and therefore, effectiveness of the engagement – a win for both the consumer and the advertiser.”

Final Take
Alex Samuely, staff writer on Mobile Commerce Daily, New York