MyMall
Increase footfall, drive customer interactions and engage with shoppers in a unique and exciting way with mymall.
The Beginning
There is no denying that we live in a digital age. It has become very easy for us as consumers to find and buy what we want, when we want – all from the comfort of our own homes. However, this increased convenience is causing issues for retailers who are facing the challenge of attracting falling numbers of shoppers to their physical retail sites. This is why, in 2015 when JLL tasked us with creating a completely bespoke and exciting Christmas shopping experience we wanted to deliver something fun, magical and that had never been seen before. We created a curious trail of custom designed floor markers which led children to Santa’s Grotto and that activated a life sized 3D penguin to lead the way when scanned with the special app. Each marker scanned also presented users with a letter to spell a magic word for added fun and learning.
The results of the 6 week campaign were clear. The simple and intuitive nature of the app, the ability to download it quickly onto any device and the engaging visuals were extremely well received. Our sprinkling of Harmony Christmas magic delivered a 12% increase in visitor numbers to the Grotto within the trial period. We also went on to win ‘Judges Choice for Innovation’ at the prestigious Purple Apple Marketing Awards for the campaign.
How has the idea evolved since then?
myMall is now a fully functioning year round subscription service offering retailers unique and interactive campaigns to run at their chosen locations. We provide four unique seasonal AR activities as part of the subscription, each using micro-games, scavenger hunts and gamified interactions within beautiful 3D modelled environments to engage and entertain the whole family. Each experience is made of five markers, which when scanned also instantly reward users and mark their progress – completion of all 5 steps of the experience can be used to incentive users to enter competitions which can be incorporated into the app.
We also custom brand the app to every retailer included within the subscription to add to the professional feel of the app.
We’re proud to share that our partnership with British Land that began in 2016 has now meant that myMall is being rolled out across 20+ shopping centre locations nationwide and has since been nominated in the 2016 Auggie Awards and was a finalist in the Retail Week Tech Awards in 2017.
Find out more about the myMall service: http://mymallapp.com
