Dufferin Mall Releases Its App to the Wild

Dufferin Mall launched a new iPhone app this month, and it’s quite an elegant experience. Along with the basics (maps, promotions, contact information, etc), it has a few nice little additions, including social features; links to the center’s E-Newsletter, job board and gift card balance; and optional alerts whenever a retailer adds a new promotion. Visually, the whole thing is branded like the center’s website for a consistent marketing experience.

But having an app isn’t enough – you need to get it into the hands of your shoppers. So Dufferin Mall put together a great bit of marketing for the app. To help its aggressive promotion of the app in-mall, and on Twitter, Facebook and YouTube, it created a QR code that shoppers can use to jump directly to the appropriate App Store page on their iPhones (iPhones don’t include a bar code scanner natively, but there are many free bar code scanning apps available on the App Store). The code was posted on the center’s website, in-mall marketing, Facebook, and linked from Twitter.

The shopping center also offered a contest for the first few weeks after the app’s launch. All shoppers had to do to enter to win a shopping center prize package was download the app and fill out their information on the form within it.

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