Langham Place to pinpoint shoppers

Langham Place is leveraging indoor positioning technology PointCast to send shoppers location-based offers.The newly launched app, called "Jetso Zone", allows shoppers to automatically receive coupons from participating tenants when they reach certain areas in the mall marked by giant smartphone stands.They will also receive coupons when they are within three metres of participating tenants when they have the app open.Vivian Leung, general manager of Eagle Property Management - the management company for Langham Place, said the incentive of coupons will help drive traffic to the shops and triggerimpulse buying."We believe the new technology would be well received by both locals and tourists as it's easy and fun," she said. "It's right on target to induce both target groups to spend more."Leung added that there is no compulsory notification prompting when shoppers are at the mall as they will only receive the coupons when the open the app at the designated areas."We will leave the choice to shoppers so that they can decide at their own will, and to make sure they won't have negative feelings towards the promotions."Leung said all redemption will be recorded and the data can be used to evaluate the promotion effectiveness as well as to analyse shoppers' preference and their consumption pattern."This would help us to bring up with more personalised promotion campaign in the future."Brands that have joined the promotion include adidas, Pacific Coffee and Estee Lauder.The PointCast-supported app was developed by Green Tomato.