Menlyn Park adds Bluetooth zones

Menlyn Park commissioned WCIT to provide two Bluetooth virtual contact zones, one in the Cavendish Court and the other in the location of the Avery Court in the lower level, to be specifically configured to enable customers to safely accept Bluetooth messages from the mall. The project, which has been a year in the making, went live early in October 2006.

Customers will be able receive a range of communications from tenant stores and mall management directly to their cellphones when at the Mall. The system is entirely permission based and communications are only sent to those customers who consent to receiving the information.

As the medium is Bluetooth, there is no cost to the customer.

Offerings include information on upcoming events to specific store specials and promotions, virtual competitions (any customer with a Bluetooth-enabled phone could win a prize by just accepting a message from the mall) and store-specific voucher and coupons.

The system also enables mall management to communicate not only to the customers but to the tenant stores and store owners on a one-to-one basis via the same system, offering interested tenants a tangible base for structured marketing campaigns.

During the course of the next few months, the system interactivity will increase on a phased basis as technology develops.