First “Mall-Based Mobile Marketing Network” Launches

General Growth Properties, which manages the nation’s second largest network of malls, has teamed with MOBISIX to offer what they call the nation’s first “mall-based mobile advertising network.” The new mobile network, dubbed “The Club Mobile,” is an extension of GGP’s already successful “The Club” program, which is an online consumer marketing program that sends email …   Read More

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General Growth Properties, which manages the nation’s second largest network of malls, has teamed with MOBISIX to offer what they call the nation’s first “mall-based mobile advertising network.”

The new mobile network, dubbed “The Club Mobile,” is an extension of GGP’s already successful “The Club” program, which is an online consumer marketing program that sends email notifications of mall sales and events to an exclusive list of opt-in members.  The Club Mobile extends the value of The Club by delivering discounts and offers to on-the-go consumers through text messages.

The new program is powered by MOBISIX and its proprietary messaging platform, which is designed around “consumer-controlled preferences and data” as well as “analytics-driven decisions.”  The underlying technology allows consumers to get relevant and personal offers pertaining to malls operated by GGP.  In addition, the platform acts as a key enabler of green marketing by allowing brands and consumers to take advantage of shopping incentives and coupons without printing.

“This type of marketing innovation is a great example of how we are meeting the needs of today’s consumer,” says Keith Maladra, vice president of Consumer Intelligence at General Growth. “We believe this provides a unique tool for our retailers and gives value to our consumers by allowing them control of what type of offers they receive and how they receive them. The bottom line: we want to help our retail tenants drive store traffic, and this is a great way to accomplish that.”

While this may be nothing new- a parent company adopting SMS and other mobile techniques to drive results-it’s significant in the fact that General Growth Properties presents a massive platform in it’s extensive network of malls, which each represent a large amount of smaller brands and retailers that can benefit from the various mobile campaigns that GGP can now provide to them all.

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3 comments

  1. Dan Doromal

    If it remains strictly a pull program (SMS service that sends messages only when a phone user asks) then this service will be a great service. If it is a push system after initial sign up then that will not work with consumers. If however, it is a pull system with the ability to track the coupons that you request and what stores, AND be able to formulate deals that you will act upon based on past requests…then that would be a great system.

    Lastly, I wonder how redemption is handled. An easy and efficient redemption system has been a problem with so many “green” marketing coupon systems.

  2. Kelly Lieberman

    This is an intriguing idea. I know that my teen and her peers would be early adopters of the “opt-in” crowd. There is nothing like receiving a coupon when you are shopping for shoes…. 😉

  3. Seth Goldin

    Early this year MobileRiot.net partnered with Simon malls to offer something very similar to this.

    -Seth Goldin

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