Retailers shift their ad spending from TV, radio and print ads to digital ads.
The operator of 33 outlets introduces an app with location and social features.
Outlet mall operator Tanger Factory Outlet Centers Inc. has launched an iPhone and Android app that lets shoppers note where they parked and which friends are in the same mall, access promotions and comment on social networks.
The Tanger Outlets App lets shoppers explore Tanger’s 33 outlets across 22 states and then customize deals based on their current location, or on the outlet of their choice. The app soon will also be available on other mobile devices.
“Tanger recognizes the anticipated growth and usage of smartphones, expected to outpace worldwide PC sales, which makes our newly launched mobile application an important global vehicle to share the story of the outlet shopping experience and the values to be found in our stores,” says Steven Tanger, president and CEO.
The app, built by m-commerce technology vendor MacroView Labs, enables shoppers to access coupons and sales offers, hours and directions, and special events at Tanger Outlets. App users also can access a listing of contact information for all Tanger locations. And a search bar allows quick searches for stores and brands by keyword.
Shoppers can view a detailed property map to navigate around each outlet or view GPS maps of the surrounding area. Shoppers also can “drop a pin” (mark the screen with a touch) onto a satellite map in the application to help them remember where they parked.
The location-based technology in the app displays specials and offers when the shopper is near a center and as she moves around it. Special offers display automatically, but there are additional exclusive offers available to TangerClub members, a spokeswoman says. Shoppers also can bookmark their favorite coupons or brands within the app for quick access later and create a shopping wishlist and share it with others. Within Tanger’s outlet malls there are 400 stores selling merchandise from such brands as Old Navy, Jockey, Van Heusen and Timberland.
Shoppers can also try Tanger’s new Quick Response, or QR, code reader to find new deals and specials by pointing a mobile phone camera at two-dimensional QR codes found on Tanger’s advertisements or on marketing posters at outlets. App users also can sign up for the company’s various loyalty programs including the frequent shoppers club, and access free coupon books, birthday gift cards and seasonal specials. Once a loyalty member, a shopper can use her TangerClub ID to log in to see TangerClub coupons and sales offers and show her phone at checkout to redeem coupons. A mobile deals program also sends Tanger coupons, sales offers, promotions and event notifications via text to a mobile device. Shoppers also can check the balance of their Tanger Gift Cards via the application.
While shoppers are in a Tanger center, they can use their smartphone to tweet deals via Twitter, browse and post on Tanger’s Facebook wall, watch Tanger YouTube videos, or find out where their friends are shopping via Google Latitude—without ever leaving the app. Consumers can go to the "Connect" tab and sign into Google Latitude with their Google account. If they don't have a Google account, they'll be prompted to create one. Google Latitude is a a location-aware mobile app developed by Google.
“The Tanger Outlets App enhances our customer’s shopping experience by providing exclusive location-based content to their smartphones,” Tanger says. “The app also offers a marketing channel for our brand name tenants to millions of Tanger’s tech-savvy customers.”
Tanger launched a mobile-optimized web site last year. MacroView Labs has developed apps for MGM Resorts in Las Vegas and the Eldorado Hotel Casino and Silver Legacy Resort Casino in Reno.