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FUTURE PROOFING MALLS

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AI, being the hot topic of this generation, has become smarter, more useful and can now boost customer experience. With its ability and guarantee to not just automate mundane tasks but also offer creative insights, industries in every sector from banking to healthcare are adapting to it.

With hyper-personalization all across digital technologies, consumers have embraced all of it with open arms like the voice assistants sitting in their pockets. This puts shopping malls at the risk of being hit by retail conundrum. With the millenials spending more on multi-sensory experiences over product ownership, malls are no longer just about traditional shopping. As these trends are taking over, they are reshaping the consumer expectations while malls are struggling to stay relevant, drive growth & boost efficiency.

Enter the first voice AI way-finding & concierge, the prototype showcased at the Office Expo Asia 2018 customized for The Shoppes at Marina Bay Sands by Winimy. The objective of the solution is to provide seamless omnichannel shopper engagement. This AI-powered concierge poses a huge advantage to the hospitality industry with the following functionality:

Serving as a receptionist/assistant:

Assisting with the basic navigation/wayfinding to ensure that customers don’t get lost inside the large square feet of the Shoppes.

Intents like : “Show me the way to the nearest washroom” or “How do I get to Louis Vuitton”

Serving as an interactive guide:

Providing information on the events happening around the mall, the various deals at different stores or to leave a feedback. It also acts as a source of engagement for people who just visit the mall & leave.

Third party integrations:

This prototype included the convenience of booking a cab. For this, Winimy partnered with Grab, largest ride-hailing service in Singapore.

Omni-channel:

Taking one step further from the mainstream touch and type, the prototype focused on the power of convenience i.e., voice. It can be tweaked to be consistently used over other platforms ranging from websites to social media to mobile applications.

With all these features, one thing to be sure of is direct access to shopper purchase data. The concierge collects data about the customer in an efficient manner to give you real time information that can help improve service and accuracy in predicting consumer needs. It doesn’t forget a thing and the information tracked can improve customer satisfaction by identifying & decreasing customer pain points (give eg if possible) while creating new delight points.

Future of this solution:

The Concierge can be further developed to include in-app payments, integrations with other third party applications and solving complex/unusual requests by enabling a support feature that can connect the customer to an employee or a staff member.

Marina Bay Sands, the shopping Mecca with the largest collection of luxury retail stores, spreading over 10,00,000 sq ft and home to high-end restaurants, cafe, bars and fun attractions, will be the ideal partner. Their reward schemes called “Destination Dollars”, that allows shoppers to redeem their points at any shop in the complex can be a customized feature included in what can be a physical, walking-talking concierge in the form of their mascot.

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GradesFixer. (2019, March, 27) FUTURE PROOFING MALLS. Retrived February 21, 2020, from https://gradesfixer.com/free-essay-examples/future-proofing-malls/
"FUTURE PROOFING MALLS." GradesFixer, 27 Mar. 2019, https://gradesfixer.com/free-essay-examples/future-proofing-malls/. Accessed 21 February 2020.
GradesFixer. 2019. FUTURE PROOFING MALLS., viewed 21 February 2020, <https://gradesfixer.com/free-essay-examples/future-proofing-malls/>
GradesFixer. FUTURE PROOFING MALLS. [Internet]. March 2019. [Accessed February 21, 2020]. Available from: https://gradesfixer.com/free-essay-examples/future-proofing-malls/
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