A PHYSICAL STORE DIRECTORY OR A MOBILE APP?

Shopping malls are dynamic spaces. Even if people are familiar with their local mall, there are always new stores coming in, and stores that close.

The store directory is a necessary component of any successful shopping center.

The big question is "what type of directory?" A physical store way-finder or a mobile app?

First, let's consider the mobile app. But which app? Which app store? Which mall? Do you have data? Is there mall wifi?

Shoppers don't only shop at one mall Is it really practical to think that shoppers will download the app for each mall they frequent?

The challenge with apps is often it is technically difficult to calculate your current position inside large buildings because GPS is obstructed by the building itself.

Fundamentally you need to know where you are before you can figure out where you are going.

The other issue is orientation, which direction you are facing when looking at the map. These issues are easily solved with a physical directory. If implemented properly the physical directory map should be oriented to the mall. Simply put, if the map says the store you searched for is to your left, then you walk to your left.

Don't get me wrong, a mobile app store directory is a way to bridge the gap but nothing can replace the convenience of a physical store directory - especially in a large shopping center.

But why should you choose, why not have both? Ideally, a mobile app should complement physical directories by seamlessly integrating with them. This means that shoppers should be able to scan the physical directory with their phone to take the map and chosen route with them.

The mobile app can also work independently from the physical directories.

The iPoint digital directory with our integrated mobile app has been helping shoppers find their way around large shopping malls for almost 2 decades.