Exclusive Q&A: Simon curates on-site WiFi data for advertisers
Simon is leveraging first-party data from its in-center WiFi network to help brands better target its shoppers with ads.
The mall and shopping center operator has been collaborating with marketing solution provider Adentro to allow a segment of Simon Media & Experiences' retail media arm to curate and target audiences using exclusive first-party anonymized data generated from on-site Wi-Fi engagement at Simon properties.
[READ MORE: Simon enters Wi-Fi data partnership for consumer insights]
Chain Store Age recently spoke with Chip Harding, executive VP of Simon Media & Experiences, to get more details about the program, the results it has been producing, and Simon’s plans for future expansion of this retail media initiative.
What issues was Simon having connecting brands in its centers with customers?
For more than two decades, Simon has operated a fully scaled in-mall media network that connects retailers and brands to our millions of shoppers during their mall visits.
Adentro helps our retailers and brands reach and engage with Simon shoppers, both in the mall, and online to create a cohesive and personalized shopping journey that increases visibility and drives them to online channels and physical stores.
Why did Simon select Adentro to help connect its brands with shoppers ?
Adentro is an industry leader with extensive experience building in-store retail media networks. Together, we are helping connect retail advertisers with our engaged shopper base and providing our shoppers a cohesive and personalized omnichannel shopping journey.”
How does the solution work?
Shoppers join our guest Wi-Fi network, which connects to Adentro’s secure, omnichannel retail marketing platform and network. Adentro's use of the WBA OpenRoaming solution provides location-based intelligence for retail brands across Simon properties so that retail brands and their agencies can curate and optimize high-intent shopping audiences for targeted display, social media, and connected TV campaigns.
What have the benefits been from this initiative?
The program empowers a better shopping experience, drives sales, and supports business growth. We have seen strong returns that outperform industry standard and our partners are continuing to lean in to scale these campaigns given the positive outcomes.
Are there any future plans for this implementation you can discuss?
The first phase captures foot traffic data across 156 shopping centers in the U.S. and helps our retail tenants reach high-intent shoppers on digital media to reengage them to return to the shopping centers. We are looking to expand the program further to offer even more insights for our retailers.
Editor's Note: Simon is a real estate investment trust engaged in the ownership of premier shopping, dining and entertainment mixed-use destinations with roughly 200 properties across North America, Europe and Asia.
