LAYTON — Shoppers heading to the Layton Hills Mall may want to make sure they bring along their iPhone, iPod or iPad. Thanks to mallMerlin, a new smartphone mobile application, the mall shopping experience is no longer reserved for those close enough to smell the food court.
The free app delivers special features and promotions, high-definition video and in-mall navigation to consumers as they shop the mall. More than 125 nationwide mall retailers have signed up to be part of mallMerlin.
“We are always looking to harness new technology to provide shoppers with a better way to shop, and provide retailers with a great point-of-sale communication tool,” said Brad King, Marketing Specialist for Layton Hills Mall. “mallMerlin delivers on both fronts providing customized and real-time information directly from the retailer to the consumer. It allows Layton Hills Mall visitors to continue to shop as normal while taking advantage of the savings and helpful features in the app.”
Layton Hills Mall, one of 85 malls nationwide owned and managed by CBL & Associates Properties, became one of the malls associated with mallMerlin during the second week of October. All CBL & Associates malls are available on mallMerlin.
While there has not been enough time to show how effective the app has become, Galen Spencer, Layton Hills Mall general manager, said the app will benefit both the consumer and retailer.
“The biggest benefit is the special deals shoppers get when they walk through the mall,” Spencer said.
The app provides a powerful search engine that helps shoppers find the brands and items they seek and rewards shoppers through special deals that are unlocked as they enter the mall. Retailers have ultimate flexibility to tailor their content in real-time and by geography.
Some retailers will allow shoppers looking for a specific item to check and see if that item is available in the store. While shoppers may not want to go to the mall if they know their desired item is not available, mallMerlin is expected to get shoppers to visit the mall for other reasons.
“mallMerlin was intentionally designed to complement how consumers shop naturally,” said Hunter MacFarlane, chief marketing officer for mallMerlin, LLC. “Consumers can access mallMerlin’s content from any location, but the magic really comes alive when the person enters the mall. mallMerlin’s customized information and convenience enhances the shopping experience without being intrusive. Its unique format allows shoppers to access all their favorite participating retailers through one easy-to-use application.”