Property holdings company Atterbury will provide retailers with in-depth consumer analytics through new technology company, FATTi.
Visitors to shopping malls will have to download and register on the FATTi app to unlock custom-made promotions. Atterbury hopes to merge the physical and online shopping experience for customers.
Benfits of downloading the app include loyalty-based promotions, discount tokens, mobile online payment for parking and access to WiFi. Benefits vary between shopping centres.
FATTi project manager Adrian Maguire says retailers will be able to connect with specific visitor groups: "Promotions can be targeted at specific audiences, grouped by age, gender, interest, location and even the times they visit a shopping centre."
In the pilot project, Atterbury and Attacq introduced this technology to the jointly-owned R1.3 billion Newtown Junction shopping centre in the Johannesburg central business district. Other shopping centres set to follow include The Grove mall in Namibia, followed by Garden Route Mall and Lynnwood Bridge Retail in Pretoria.
The app is optimised for iPhone and Android, with Windows coming soon.
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