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Macerich installs a mobile promo platform for retailers


Macerich is offering retailers a promotional connection to smartphone shoppers at 22 of its properties.

Shoppers will be able to access the StepsAway app via mall Wi-Fi and search for products by category or individual retailer. Macerich tenants can create and deliver promotional offers through a cloud-based platform installed at the company’s headquarters.

The aim is to give consumers a digital touchpoint to enhance their shopping experiences inside the malls, said Macerich chief marketing officer Ken Volk. “It also delivers important benefits for retailers, including the ability to communicate with shoppers when they are close to the point of purchase," he said.

The company made the decision to roll out the StepsAway program following a 2015 test at Queens Center in New York, Tysons Corner Center in Washington, D.C., and The Oaks in Southern California.

StepsAway management says its technology is now available in 150 malls across the U.S.

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