Mall-Connect, which develops digital marketing solutions for the shopping centre industry, has launched MyDeck, which it says is the world’s first omni-channel marketing platform for shopping centres.

MyDeck is a cloud-based platform from which shopping centre managers can publish content and collect data from all digital channels, including shopping centre websites, apps, newsletters, touch screens, video walls, in-store beacons, geo-fenced push messaging, social media and the centre’s loyalty program. Visitor data is aggregated in the built-in database, giving the shopping centre a comprehensive view of the customer.
MyDeck also enables asset managers to compare the digital marketing performance of a portfolio of shopping centres, with KPIs such as footfall and dwell time presented in one unified dashboard.

“Based on demographic and shopping behavioral data, we created 30 visitor segments in MyDeck” said Dominique Desmeytere, manager of K in Kortrijk, a Belgian shopping centre managed by SCMS-Ceusters. “We already have recorded a growth in our online-offline conversion by displaying targeted promotions on the personal page of our centre’s website, our mobile app and newsletters.”

Mall-Connect managing director Jasper de Vreugt said MyDeck’s integrated loyalty program enables shopping centres to engage with their most valuable consumers. “By rewarding visitors’ loyal behaviour with benefits of their own choice, the mall learns which shops and gifts each visitor prefers,” said de Vreugt. “With this knowledge and MyDeck, the mall can send 100 per cent relevant messages to each visitor. This is what we call consumer-centric mall marketing.”

Research from Deloitt shows that digital technologies influence 36 per cent of over $3 trillion (£1.8 trillion) being spent across all categories of in-store retail sales in the US. ABN-Amro found similar figures: currently 46 per cent of non-food purchases in The Netherlands are transacted after online research, with this percentage forecast to rise to 64 per cent by 2020.

Mall-Connect is part of Riaskoff Holding and based in the Netherlands, with solution partners in the UK, S. Africa and Russia.