Shopping centre in mobile drive
MIDDLESBROUGH’S Hillstreet shopping centre is trialling a Bluetooth marketing system to help cash-strapped retailers through the recession.
Five pods installed in the mall have sent promotional information to around 550,000 bluetooth-enabled mobile devices since the scheme began last year.
Around 52,000 downloads have been achieved - a conversion rate of around one in ten - although it is not known how this has translated into sales.
The content is free to download and is delivered over a short distance, meaning customers have to be in or close to the centre to receive the material.
In one promotion, the centre received more than 600 entries for an online competition that was promoted only via Bluetooth.
The move is an attempt to help retailers ramp up sales as the busy Christmas period approaches.
Hillstreet said that although the technology was not unique, it has not been used widely in shopping centres.
Jon Walton, Hillstreet marketing consultant, said: “All we’re trying to do is to help retailers through a very difficult time.
“The technology could also be used by the police and local authorities for adverts on responsible drinking, for example.”
He said Hillstreet planned to install more pods and Wi-Fi access in the centre, and perhaps trial the technology in individual retail units.
