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Digital Discounted: Why Mobile Strategy for Outlet Malls is OutdatedMegan McDonald

41% vs. 9%http://www.consumerreports.org/cro/magazine/2014/12/the-inside-dope-about-outlet-malls/index.htmConsumer Spend at Outlet CentersConsumer Spend at New Malls

From 2006 through 2012, the amount American shoppers spent at outlet centers grew 41 percent, vs. 9 percent for traditional malls. By the end of this year, 50new outlet centers will have been built since 2006; only three new retail malls have opened in the past eight years.2

Fashion Outlets of Chicago

Outlet CentersTraditional Mall

Digital and E-commerceThe New Retail Landscape

Established 1981 by Stanley K Tanger47 Outlet Malls in 24 States and CanadaSecond largest Outlet Center Developer$427,000,000 in Revenue

http://www.tangeroutlet.com/company/history.aspx

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Fashion forward blog with latest seasonal trendsSimilar content to splash pageSeparate redirected site Interactive images of fashion products showing the brand of the product Take-AwaysIntegrate interactive and shoppable images into the digital experienceCreate a more cohesive connection between the blog and splash page

Digital Coupon book for easy referenceFavorited location for easy to find contact information and directoriesCar locaterHeavily dependent on WifiStyle Share: A missed opportunity to engage consumers

Opportunity for retail environments to incorporate digital and mobile into the experienceMust add value to the retail experience

Ipad station not being used oftenLimited in features and value-added experienceEach social platform required log in to interact with the brand

Mobile and physical environments must not be mutually exclusive

Mobile for the sake of mobile is a waste of money

Recommendations

Integrate the Fashion Blog into a shoppable splash pageIncrease WiFi beacons within Outlet CentersLearn how consumers shop the center to provide relevant content on tabletsUse mobile app to leverage more targeted contentCreate a social sharing space that give consumers immediate gratification

Thank You