the use of apps for shopping malls a market overview for austria, germany and switzerland veronika...
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The Use of Apps for Shopping MallsA market overview for Austria, Germany and SwitzerlandVeronika LangPeter Sittler
6th July 2013ERES 2013, Vienna, Austria
INSTITUT OF REAL ESTATE MANAGEMENTUniversity of Applied Sciences Vienna - FHWien
Research background
► ERES Conference 2011, Eindhoven, Netherlands„Looking for property via Smartphone“
► PRRES Conference 2012, Adelaide, Australia„Augmented Reality for Real Estate“
► ERES Conference 2012, Edinburgh, Scotland„Real Estate Applications for Smartphones“
► UACEG Conference 2012, Sofia, Bulgaria„The Use of Apps for Shopping Malls“ (in Austria)
► REAL CORP 2013, Rome, Italy„Augmented Reality Apps for Real Estate“
What are Apps?
► English short form for application
► Simple use and shallow learning curve
► Defined (small) functional area
► Short life cycle
► Consumer orientated
► Mainly low-priced
► Distribution with virtual marketplaces
Use of tablets and smartphonesfor shopping
Source: Adobe (2013), “2013 Digital Publishing Report: Retail Apps & Buying Habits”, 01/2013, p. 3
Classification of AR Real Estate Apps Real estate apps
Real estate search/Information on surrounding area
Land register
Real estate administration/Property management
Information on real estate
Infotainment
Shopping malls
Dimensions/Plannings
Architecture/Interior design
Tools for calculation/financial calculation
Lexicon/Languages
Tools for flats
Trade in the last centuries
Source: adapted from Haderlein, A. (2012), „Die digitale Zukunft des stationären Handels. Auf allen Kanälen zum Kunden“, p. 16
Digitizing, internet and point of sale
Source: adapted from Haderlein, A. (2012), „Die digitale Zukunft des stationären Handels. Auf allen Kanälen zum Kunden“, p. 30
Apps for Shopping Malls
► Marketing Tools► Innovative and dynamic► Connection of digital and real shopping experience
“Shopping center must retain customer in the digital world not to lose them to the online trading in the real world.”Diehl, B. (2012), „Digitale und reale Centerwelten“, p. 22
Apps for Shopping Malls in Austria1
App-Name Messepark Dornbirn ShoppingcitySeiersberg
Shopping City Süd Donauzentrum ECE Shopping-Center
City Dornbirn Seiersberg Vösendorf Vienna Vienna
Vendor Einkaufszentrum Messepark VerwaltungsgesellschaftmbH.
Shopping Center Management GmbH / eLibera OG
Unibail Rodamco Austria Verwaltungs GmbH
Unibail Rodamco Austria Verwaltungs GmbH
ECE Projektmanagement G.m.b.H. & Co. KG
Operating System iOS, Android iOS, Android, Symbian iOS, Android iOS, Android iOS
Price free free free free free
Link www.messepark.atwww.shoppingcityseiersberg.at
www.scs.at www.donauzentrum.at www.ece.com
Apps for Shopping Malls in Germany1
App-Name Alexa Allgäu Outlet Arcaden App Arkadi Boulevard Berlin CentrO
City Düsseldorf Sonthofen Essen Berlin Berlin Oberhausen
Vendor Sonae Sierra Outlet Ventures GmbH mfi management für immobilien AG
Freshmilk Creative Media GmbH
Woodapples GmbH CentrO Oberhausen
Operating System iOS, Android iOS, Android iOS iOS iOS, Android iOS, Android
Price free free free free free free
Link www.alexacentre.com www.allgaeuoutlet.de www.spandau-arcaden.dewww.potsdamer-platz-arkaden.de
www.boulevardberlin.de www.centro.de
Apps for Shopping Malls in Germany2
App-Name Dodenhof ECE Shopping Center Ettlinger Tor KaDeWe Lago Lobby Lilien-Carré
City Posthausen Hamburg Berlin Konstanz Wiesbaden
Vendor dodenhof ECE Projektmanagement GmbH. & Co. KG
APPKON GmbH Karstadt Premium GmbH Werbegemeinschaft LAGO Konstanz GbR
TISCO Softwareentwicklungs- und Beratungs GmbH, Woodapples GmbH
Operating System iOS iOS iOS, Android iOS iOS iOS, Android
Price free kostenlos free free free free
Link www.dodenhof.de www.ece.de www.ettlinger-tor.de www.kadewe.de www.lago-konstanz.de www.lilien-carre.de
Apps for Shopping Malls in Germany3
App-Name iCenterGCSC
City
Vendor Centerscout GmbH
Operating System iOS
Price free
Link www.gcsc.de
Apps for Shopping Malls in Switzerland1
App-Name Glattzentrum Centre Balexert Marin Centre ECE Shopping CenterStücki Shopping
Shopping Finder SCSC
City Glattzentrum/Wallisellen
Genf Marin-Epagnier Basel
Vendor Centerscout GmbH Centre Balexert SA Marin Centre SA ECE Projektmanagement GmbH. & Co. KG
Centerscout GmbH
Operating System iOS iOS, Android iOS iOS iOS
Price free free free free free
Link www.glatt.ch www.balexert.ch www.marincentre.ch www.ece.de www.scsc.ch
Functions of Shopping Mall Apps1
► Center/Mall Maps► Store/Shop-Finder► Indoor-Mapping/Routing (with navigation
functionalities)► Additional Information (e.g. for foreign customers)► News► Couponing/Promotions► Shopping-Lists
Functions of Shopping Mall Apps2
► Car Finder► Administration of Gifts & Shopping Cards► Integration of Social Media (e.g. Facebook)► Gaming and entertainment► In App advertising► Mall blog► Additional tools like QR-reader
Offline Marketing as Support
Conclusions
► Usage of mobile devices will increase► Important is the added value for the user► Often “first mover” advantage► Customers are getting younger
and much more technically savvy► Indoor mapping► AR will become more important (navigation, promotion)► Combination with Social Media► Connecting digital and real shopping experience
Future research
► Survey of mall visitors to measure the acceptance of shopping mall apps eg. 004 Technologies USA (2013), „An Overview of the use of mobile apps by shopping malls in the United States”
Lexicon/Languages
WordLens
INSTITUT FOR REAL ESTATE MANAGEMENTWähringer Gürtel 97, 1180 ViennaTelephone +43 (1) 476 77-5820 Fax [email protected] fh-wien.ac.at/immo
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Veronika [email protected]
Peter [email protected]