Parkway Parade, Singapore’s oldest major suburban mall, has partnered with Sprooki, Asia’s first mobile shopping system for malls, to encourage shoppers to pre-purchase using smartphones.
The Sprooki-Parkway mobile shopping initiative provides proximity-based alerts to patrons within 750 metre radius of the mall. Beyond receiving alerts and browsing products and offers, shoppers are able to purchase the products and services on the spot, by phone and redeem e-vouchers immediately at participating outlets including Sakae Sushi, Berrylite, AIBI, New York New York, BodyPerfect , Timezone and Skagen.
Total spend by mobile shopping in Singapore has grown at an phenomenal rate of 663 per cent to S$328 in 2011 from just S$43 million (US$34.41 million) in 2010, according to the report PayPal Online and Mobile Shopping Insights 2011.
Tapping into this growth in mobile commerce, the Parkway Parade-Sprooki strategic partnership is the first for any shopping mall in the heartland of Singapore.
Suburban shoppers seem to be embracing the concept. In the first month alone, over 12,000 Parkway Parade products and offers were viewed by smartphone users via Sprooki’s shopping application.
“The Sprooki-Parkway mobile shopping initiative is a good opportunity for retailers who want to try out mobile marketing. With the location base marketing function that is unique to Sprooki, we will be able to reach out to shoppers in a more targeted manner and showcase our offerings more effectively” said Stephanie Poh, GM of Parkway Parade.
“Online and mobile commerce has disrupted the traditional ‘path to purchase’ for many retailers around the world” said Claire Mula, founder and MD of Sprooki. “Engaging shoppers via mobile and building a defensible strategy is now pivotal for all malls and retail brands in order to future-proof their businesses.”
The initiative has been rolled out initially with 11 reputable and well-established Parkway Parade retail brands including AIBI, Avenue Kids, Berrylite, BodyPerfect, Honeyworld, New York New York, Princess Jewellery, Sakae Sushi, Skagen, Timezone and Toby’s.
GB
