The Mall Group bags Thailand Technology Excellence Awards 2024 for AR navigation system
What: Thailand's The Mall Group wins Technology Excellence Award for innovative AR navigation solution in retail.
Why it is important: By integrating AR technology into its malls, The Mall Group demonstrates the growing importance of experiential retail in attracting and retaining customers, while also providing new marketing opportunities for brands.
The Mall Group has been awarded the Thailand Technology Excellence Award in the Virtualisation - Retail category for its innovative indoor augmented reality (AR) navigation solution. This system enhances the shopping experience by allowing customers to view accurate route information and points of interest overlaid on real-life images within the mall. The AR Navigation not only makes it easier for shoppers to find their way but also serves as a powerful marketing tool for retailers.
The technology enables brands to expand their distribution channels by displaying 3D models in AR space, effectively communicating promotions, benefits, and discounts to shoppers. The system also incorporates safety features, such as displaying a purple screen when approaching escalators to prompt customer caution. Additionally, it offers dedicated pathways for customers using wheelchairs and strollers, ensuring a more accessible shopping experience.
Introduced during the Chinese New Year festival, the AR Navigation system aims to generate excitement and encourage customers to try the new feature within the mall's loyalty app. The solution has yielded impressive results, with a 31% increase in customers' session duration, a 327% growth in page views per session, and a 9% increase in active loyalty app users.
IADS notes:
The Mall Group's AR navigation system is part of a broader strategy of digital transformation and customer engagement . The company has been consistently innovating in the retail space, with previous implementations including "chat and shop" services, live stream shopping events, and plans for further AR and VR integration. This focus on technology-driven, immersive experiences aligns with the company's overall direction, as evidenced by the recognition of its CMO, Voralak Tulaphorn, as one of Thailand's top marketing executives for her emphasis on digital platforms and customer engagement. The Mall Group has also been actively rebranding its physical spaces to create more experiential retail environments and expanding its reach through strategic partnerships to attract both local and international customers. This AR navigation system represents another step in The Mall Group's ongoing efforts to redefine the retail experience in Thailand.
