Information technology for increasing the competitiveness of shopping malls

Abstract

Due to the intensive competition among the shopping malls and the advancement of information technology, using the information technology as a promotion tool is very common in the current trend.

In order to be compatible in the intensive competition, improving the shopping experience of customers is important to have the customers to visit the shopping malls repeatedly, and becoming a loyal customer to the shopping malls.

Other than using different social platform to promote the shopping malls, mobile applications are often used as a proactive promotion tool. Since shopping malls mobile applications can accommodate lots of features, the membership program of the shopping malls often linked with the shopping malls mobile applications. With this said, this has a potential of providing greater degree of convenience for the members of shopping malls by expanding the use of the shopping malls for mobile applications, for example, recording membership bonus automatically after purchase without requiring the member to upload the invoice.

From the point of view of the Landlord, some of the usage rate of the promotion campaign is relatively low due to the technology, e.g. Bluetooth, QR code scanning is not commonly used by Hong Kong residents.

From the point of view of the management, the most effective way to increase the competitiveness of a shopping mall is to improve the shopping experience of customers, especially the convenience for the members to enjoy the privilege of the membership program. Shortening the waiting time, requiring less procedure for members to enjoy their privilege should be the priority.

From the point view from the information technology aspect, the current Location Base Service requires the use of “ibeaon” which needs the connection with Bluetooth, it is important for the shopping malls to encourage the use of Bluetooth by providing incentive to customers.