DDR Ventures Into Geo-Fence Territory

Since the dawn of the smart phone era, retailers and shopping centers have moved away from text message marketing and into check-ins, QR codes and personalized apps. But those things have their down sides – they’re platform specific and require shoppers to mess about with downloading and using external applications. That’s a higher barrier than some people are interested in climbing to receive your marketing message.

So DDR is investing some of its marketing capital in ValuText, a new program that reaches out to mobile shoppers no matter their platform. The program uses geo-fencing, which defines virtual borders, to target shoppers within its centers with deals and discounts.

By focusing on marketing from its retailers DDR has leveled the playing field between its major retailers and smaller shops. All of them will have opportunities to reach customers after they arrive in the shopping center, giving everyone a shot at attracting walk-ins.

ValuText is, of course, opt-in only – shoppers can text to opt-in, or sign up online. And because geo-fencing technology is compatible with nearly every modern mobile phone, retailers can be sure they’re reaching everyone who wants to hear what they have to say.

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