Bluetooth a gateway to shopping

The WCIT system will enable tenant stores and mall management to offer a variety of communications directly to customer cellphones within the mall, ranging from information on upcoming events to specific store specials and promotions. The system will also offer virtual competition registration (no more paper-based entries) and Bluetooth store-specific voucher dispersal. The system is entirely permission-based and communications are only sent to those customers who consent to receiving the information.

Mike Rodel, general manager at Old Mutual Properties, KZN Region, recognised the potential of such a system in early 2005 and laid the foundations for its implementation. The WCIT system, developed specifically for Gateway Theatre of Shopping was based on numerous tenant and customer focus group analysis and workgroups.

A feature of the system is that it will enable the 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. "Direct personal tenant communication is of key importance to effective mall management," comments Rodel.

During the course of the year and as technology develops, the system interactivity will increase on a phased basis.