February 22, 2011, 4:50 PM

Lorél helps smartphone-toting shoppers navigate the mall

Mobile app platform lets consumers plan their shopping trips.

Lead Photo

Lorél Marketing Group has launched a mobile app platform for shopping centers that integrates with a mall’s directory and web site to offer consumers up-to-date store, sales and mall event information.

The app, now available for the iPhone and being developed for smartphones  using Google Inc.’s Android platform, allows a user to navigate a mall map. An iPhone user downloads the app from the mall’s web site, then can use the map as a reference tool.

Once a shopper downloads the app, she can get interactive navigation. A shopper also can use a parking feature to save her parking location so she can easily find her car when she leaves. The consumer’s GPS-based parking location is saved within the app, which can later be retrieved at the end of her shopping trip.

“Within the competitive market of the online space, Lorél provides a mobile platform that allows shopping malls to strategically position themselves within this new marketing medium with a rich shopping mall-centric mobile application that is practical, efficient and habitual,” says Carl Rudnick, CEO of Lorél Marketing Group.

The app also enables consumers to view details of all the stores including available items, deals and events within each store and the position of the store within the mall. Shoppers can search for a store or store category as well as sort a mall’s stores by name. The data is automatically updated from a mall web site’s server to ensure the information is always current. The locations of events are plotted on a map and the shopper can get all the details pertaining to the events from within the app.

Beyond aiding consumers’ shopping trips, the platform also provides merchants with analytics data on shopper’s product interests and shopping behaviors based on how they interact with the app. Other available features include a restaurant finder, directions to the mall, weather conditions, mall e-mail and newsletter sign-up, and various social sharing capabilities.

Lorél isn’t the first vendor delivering shopping apps to help retailers navigate around a shopping center. Tanger Outlets, which operates 33 outlets across 22 states, launched an app with the help of m-commerce technology vendor MacroView Labs that enables shoppers to access coupons and sales, hours, and directions, as well as 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.

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