Consumers can browse merchandise from retailers in Westfield’s shopping centers. The app is available for free download for iPhone, BlackBerry and Android devices.

“Our strategy is to provide Westfield shoppers with a mobile assistant that improves their in-center shopping experience,” said David Towers, vice president of digital business at Westfield.  “The Westfield Mobile App is available for the iPhone, Android and BlackBerry platforms which covers over half of the cell phone market. 

“Adding product search to the mobile app on top of our existing features gives Westfield shoppers a valuable and time-saving tool to make their shopping more fun, productive and easy,” he said. 

“It differentiates and distinguishes the Westfield shopping experience from others and capitalizes on the natural synergy that exists between the internet and the bricks-and-mortar mall.”

The Westfield Group, is an internally managed, vertically integrated shopping center group undertaking ownership, development, design, construction, funds/asset management, property management, leasing and marketing activities and employing approximately 4,000 staff worldwide. 

Search me
The company decided to use Google Commerce Search technology, because with so many retailer and product choices available at each mall, consumers looking for something specific can use the feature to narrow down their search.

Shopper looking for a specific product can enter that term in the search bar and see a list of those products available from the various retailers located the Westfield shopping center.

Consumers can sort the results by relevance, retailer and price.

Additionally, consumers can choose to limit results to a particular store, view larger images of products, read detailed descriptions and compare prices.

“With the advent of the smart phone, a significant number of consumers are now carrying the power of a personal computer in their hand,” Mr. Towers said. “Our goal is to leverage the power of the shopper’s device to improve their in-center experience. 

“We’re harnessing the power and capabilities of online shopping and simultaneously enhancing the mall’s physical appeal by making it easier for shoppers to get information, the ability to quickly browse thousands of products, compare prices and make informed purchase decisions,” he said.

Word of mouth
The company is marketing the new functionality through a large in-center campaign, the Westfield.com Web site, marketing emails, social media and other forms of advertising.

“Our development of mobile initiatives dovetails perfectly with Westfield’s overall philosophy and practice of creating an exceptional shopping center experience,” Mr. Towers said. “Westfield develops innovative retail concepts which keep our centers, vibrant, productive, relevant for consumers and at the forefront of international trends. 

“Westfield’s mobile initiatives are great examples of the tactical implementation of such innovations.”