Attacq Limited, the developer of Waterfall City and Logistics Hub, has launched an online retail app called Shôping. According to the JSE-listed REIT, owner of the Mall of Africa, the Shopping app will deliver unique experiences to visitors to the mall, in line with Attacq’s mission to put the customer “at the center of the retail experience. “.
With the rise of e-commerce across the globe, prioritizing digital touchpoints is the most effective way to ensure the relevance of a brand or retail destination in the customer journey. crowded today, Attacq said in a statement. This involves making malls more dynamic and modern, with a layer of digital experiences that complement the tangible added values and atmosphere of the physical, lifestyle and entertainment proposition that is the mall experience. .
Since the onset of the Covid-19 pandemic, brick-and-mortar shopping malls have struggled to maintain footfall and relevance, particularly in the face of an online shopping environment that has accelerated in response to restrictions on mobility , public spaces and social gatherings . Malls that avoided disaster were those that were able to adopt omnichannel strategies that prioritized user experience and convenience.
“Shopping malls are, by their very nature, physical entities. However, at a time when we are all required to physically distance, we thought it was important to bridge the gap between bricks and mortar and online, facilitating a curated experience tailored to the needs and desires of each mall visitor,” says Michael Clampett, Head of Asset and Property Management: Retail at Attacq.
Parking benefits, virtual currency
The Shopping app was specifically designed to change the way visitors experience the mall. The app facilitates integrated digital engagement with the mall’s community of shoppers. Users are entitled to parking benefits, can navigate the Mall of Africa at the touch of a button, and they can send and redeem digital gift vouchers while earning loyalty stamps from their favorite participating stores.
App users can receive Zaka, a virtual currency that can be redeemed at participating stores, as a gift from an employer, friend, family, or even recharge their Zaka wallet themselves and access to the Attacq interconnected loyalty program.
Online and offline integration
Jackie van Niekerk, new CEO of Attacq, says: “Our main goal with Shoping was to integrate the online and offline world for an efficient and engaging user experience. planned trip to the mall.
“By leveraging smartphone and cloud technology, we were able to deliver a personalized experience that engages the customer even before they arrive at the mall. Notifications and messages about relevant promotions or products will also be instantly shared to enhance the experience of visiting one of our destination outlets.”
The Shopping application will be deployed at the Mall of Africa initially, then later throughout Attacq’s retail portfolio. In collaboration with the Attacq project team, the Dashpay team, a subsidiary of Capital Appreciation Limited, listed on the JSE, also deserves to be commended for having carried out Shopping in partnership with the Attacq team.
