Eaton Centre lures holiday shoppers with iPhone app

Said to be a retail first, the new application is designed to soothe seasonal shopping madness while enabling retailers to reach out and stop deal-driven mall traffic in its tracks.

This year, Toronto’s Eaton Centre is spreading holiday cheer by giving away free iPhone apps to its customers, whether they’ve been naughty or nice.

The Cadillac-Fairview owned shopping centre worked with Toronto-based Mobile Fringe and Elixr Marketing to develop a proprietary iPhone app aimed to make shopping easier and more interactive for its customers. Availble as of this week, the app allows shoppers to access the promotions at the mall’s 230 stores, check their Eaton Centre Shop! gift card balance, navigate with an interactive mall map and post shopping deals or write notes to friends using social media sites.

The app, which Cadillac Fairview says is a Canadian first for a shopping centre, is being promoted through in-mall signage, the Toronto Eaton Centre e-newsletter and the mall’s webpage.

‘All [the] stores have wonderful promotions this time of year, and this application is really a service to our retailers, providing them the ability to advertise their promotions and help them be successful,’ Catherine Melchior, director, portfolio marketing, Cadillac Fairview, told MiC.

The application is in beta phase throughout the holiday period, with a user-survey element to help measure consumerss reactions. ‘Based on the tests we are pretty confident that this will be a great tool for urbanites. Assuming it is successful, there is an opportunity to roll it out to all Cadillac Fairview Centres across the country,’ Melchoir said.