MANILA, FEBRUARY 18, 2013 – Ayala Malls, the retail subsidiary of Ayala Land Inc, has tapped Mobext to manage their expanding mobile properties. The main tasks for the agency include creating a media strategy for an upcoming mobile website and consolidating the retailer’s mobile CRM efforts.
The Ayala Malls mobile site will optimize their current online portal for smartphones and tablets. “Given that user behavior changes on the mobile device, the Ayala Malls mobile site will feel more like an app and will not just be a responsive site, compressing an online site into a mobile device,” said Menchie Viduya-Dizon, marketing manager for Ayala Land Malls Commercial Business Group.
Mobext will take the role of Agency of Record for the mobile site, managing media placements in mobile display, mobile search, and mobile social media.
Another task is to consolidate the SMS campaigns of seven of their malls using the Mobext-developed platform called ‘Message’. The platform will allow the Ayala Malls to launch and manage multi-country SMS campaigns that are personalized and highly-targeted. “We would like to utilize SMS as a strong channel to push information about our events and promotions at the malls. We would also like to harness its potential as a CRM tool as we build our database in a more organized and systematic way. Mobile devices are ubiquitous and therefore the best channel for one-to-one communication.” said Dizon.
Ayala Malls has been steadily increasing their mobile properties, starting with the Ayala Malls 360 iOS app launched last year. They have also done SMS campaigns, though as Dizon expressed, there is a need to do it more efficiently. “Mobext has experience in various markets and we would like to take advantage of the wealth of knowledge that the company has harnessed over the years. Mobile is the next frontier and we see this accelerating this year.”
On the new partnership, Arthur Policarpio, Mobext head of Asia Pacific, said: “It is great to see companies like Ayala Malls leading the way for more mobile maturity in the country. Mobile has countless benefits for retailers, not just in driving sales but in creating real consumer engagement whether they are inside or outside the stores. We are looking forward to develop more mobile solutions with this partnership.”
