debra millet Shutterstock.com
AMP Capital’s bold $440 million reinvention of the suburban shopping centre at Macquarie Centre in Sydney’s North Ryde is not only a showcase for the group’s $2.8 billion development pipeline, but also represents the mall of the future.
The redevelopment is part of a renaissance of shopping centres taking place across Australia. There are huge developments underway at Pacific Fair on the Gold Coast, Perth’s Ocean Keys while more are proposed across Peth at Garden City, Booragoon and Karrinyup shopping centres.
A centre piece of the Macquarie Centre project is a 21-metre ceiling screen that will keep shoppers up to date with new offers. It is part of AMP and other mall developers visions for the future of shopping centres here ambient advertising takes on a big role as does interactivity across all screens, public and personal.
Some leading department stores are offering ‘‘omni-channel’’ experiences, which gives shoppers screen based information on exclusive offers in-store and points to services out of store for ongoing revenue opportunities and customer engagement.
Macquarie Centre’s full motion digital ceiling screen will be used for advertiser messages and will target’s Macquarie Centre’s two million shoppers a month.
“Installations such as this are showing the way of the future that provides a shopping experience that engages shoppers and provides a path eventually for deeper engagement across personalised devices, ” said Eugene Razbash of CombiTel, leading supplier of IPTV and Digital Signage solutions.
Significant digital signage at shopping centres have been deployed at Melbourne’s new Emporium development, which is home to Australia’s largest external full animation digital panel, as well as full motion digital screens in Chadstone, Chatswood Chase, and Brisbane Myer centre.
In Asian shopping mall developments where connected technologies such as Wi-Fi are ubiquitous, external screens are linked to shoppers personal devices often offering shoppers discounts or other enticements to enter a store in the mall.
“Digital signage is rising in use and sophistication and the retail industry needs to know of the commercial and marketing opportunities that can be developed with strategic deployments,” Razbash added. One of these opportunities is represented by the emerging 4K and 8K video formats in combination with high-resolution digital signage.
Omniscreen Pilot, an integrated IPTV and digital signage system from CombiTel Group, already supports live 4K video and signage delivery over enterprise LANs to large screens in shopping centres and other public spaces alike.
CombiTel
Specialist IPTV systems integrator focusing on service providers and enterprises. CombiTel offers unmatched value to its clients based on its unique mix of skills and many years of experience in both Telecommunications and Broadcasting. We have a proven track record and happy customers in Australia and New Zealand.
More information: combitel.com.my
