A mall’s identity is based on all the different people who work there, the shop that resides within it and the customers who visit. With the foundation in these parameters, mall management ensures that the malls’ identity is created, often using designers, etc.. This means that each mall is unique.

At Emplate we want to help shopping malls move online, and we want to help them have an online presence that fits them and their individual mall’s needs.

Because of this, we’ve added new features in the home tab of the malls’ consumer apps, which makes it possible to customize the consumer app so that it fits with the individual mall’s needs and wants. Now, what is really interesting is how the different malls have used it to personalize their home tab to fit them and their needs just right. In this case study we’ll go through some examples of malls using the new features to customize the mall’s home tab in their consumer app.

Westend Shopping Center

Westend Shopping Center is located in Budapest, Hungary, and is home to over 400 different stores. This makes it one of the largest centers in Central Europe. Being such a large mall, Westend has customized their home tab in the mall app to contain categories such as “News”, “New Events” and “Collect Points”. These broad categories means that their online presence is catered to them being a mall with so many different shops and customers, and with so much going on. Having the two different types of news rows also makes it easy for the customers to navigate the many events in the mall and other news.

Patriot Place

Patriot Place is an open air shopping center in Massachusetts that is built around Gillette Stadium, the home of the famous New England Patriots. With its connection to Gillette Stadium and the New England Patriots, Patriot Place is as much tied to entertainment and experiences as it is to shopping. This is evident in how Patriot Place has customized their home tab as the focus has been placed on showcasing categories such as “Events”, “Dine” and “Enjoy”.

RO's Torv

RO’s Torv is a shopping mall located in Roskilde, Denmark and in it is 60 different stores. RO’s Torv sets themselves apart with their home tab customization in that their consumer home tab is mainly centred around info about the mall, with rows for info about parking, about the mall in general, news, etc. rather than so much so about offers and sales. RO's Torv recently removed their info desk and have instead chosen to use the app to communicate all the things that the info desk would typically be used for. By placing all the practical info front and centre on the home tab, RO’s Torv ensures clear communication about these key aspects of their visitors shopping experience, ensuring that everything is in order for them to carefree explore the mall.

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As we’ve seen through these examples, home tab customization can be used in many different ways in order to fulfil many different demands and needs. How some of these malls have customized their online presence is not only limited to the home tab in their consumer app, but also plays into their entire online presence.

Customizing your online communication to fit with mall identity ensures that said content caters to you, your tenants and most importantly your visitors. Everything is in line and adds value to your mall, which results in a better experience overall, creating great and tailored shopping experiences for your visitors.

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