MAPIC IN FOCUS: INNOVATION
Tech can serve to grow retail and protect the environment
An expanded MAPIC Innovation Forum will be at the core of this year’s event, reflecting the increasingly blurred lines between physical spaces and technology
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ITH the MAPIC Innovation Forum larger and more central than ever within MAPIC this year, much of the digital technology is targeted at not only optimising the retail environment but also at creating a more environmentally friendly way of doing things — helping the planet and people. “Digital technology is not only about the building being smart, tracking and reducing its energy usage, monitoring indoor air quality and adjusting its ventilation systems to improve occupants’ experience,” Michel Zalac, head of business development, Chainels, says. “Technology is also about improving property management’s ability to appeal to its client base, tenants. When tenants cannot easily report problems within the building and do not know if or when they are being resolved, they will not stay.” Technology, he believes, should focus on creating savings and efficiencies, which means not only connecting one asset/building but connecting multiple assets in a portfolio with each other and a larger group of stakeholders. Chainels facilitates interaction between the property’s different types of users — for example, residents can see upcoming events in the retail venue as well as upcoming discounts. “Deepening the landlord-retailer synergy through continuous communication and sharing of data — for example,
footfall and loyalty — collecting and sharing the right information to those entitled is key in creating a more sustainable long-term relationship,” Zalac says. “Digital signage is a critical component of the evolving retail ecosystem. In 2021 and beyond, we’re seeing the increased adoption of sensor data into the storefront marketing strategy,” Loick Le Moigne, business development officer, Scala, says. “Retailers and marketers can tailor engagement, updating the message on the screen depending on the shopper’s proximity to the product or display. Further away will yield a more generic message aimed at a general audience. As the shopper approaches, the system gains more knowledge of key characteristics and displays a very targeted campaign.” He says that using a system such as Scala could enable a shopper, who has booked a session in a fitting room online, to check into the shop using a QR code when they arrive. The action of checking in would notify store staff who could ensure that the fitting room is ready with selected (and potentially complementary additional items) laid out, ready to be tried on. Likewise, Mallcomm allows users to share information with tenants and staff on health and wellbeing initiatives.
The MAPIC Innovation Forum is back, at the heart of this year’s event
MAPIC ONE BOOK
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NOVEMBER 2021
