BEACHWOOD, Ohio, Dec.
5, 2011 /PRNewswire/ -- DDR Corp. (NYSE:
DDR) today announced the launch of ValuText, a location-based,
mobile marketing service specifically designed to drive sales
and productivity at the company's prime assets. ValuText is a
unique program that couples physical retail assets with
state-of-the-art, location-based mobile marketing. The program
allows shoppers to connect with desired retailers as
they enter the shopping center to avail
themselves of real-time sales and promotions.
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ValuText will send immediate offers from retailers
within a designated shopping center via text message
to opted-in shoppers once they enter a
"geo-fence," a pre-defined, virtual space established
around DDR's prime assets. Since geo-fence technology is
compatible with 92% of U.S. mobile phones, this
initiative will allow all DDR tenants to reach
the broadest possible audience.
"DDR is committed to ensuring that our retailers have every tool
they need to succeed," said John S.
Kokinchak, senior executive vice president and chief
administrative officer of DDR. "ValuText helps our tenants by
giving potential customers access to real-time, location-based
offers, thereby driving traffic to their stores. In addition, the
program creates value for shoppers by providing timely information
at the exact point of purchase – the shopping center."
In contrast to existing value-oriented mobile or social
media programs, ValuText simplifies usability for both shoppers and
retailers. It works on nearly all phone types,
and merchandise values are delivered via text message
without the burden of downloading or activating a smartphone
app, repeatedly checking into a virtual location or
printing an actual coupon. Shoppers simply opt-in once.
To create ValuText, DDR has partnered with a pioneer of
geo-fence mobile marketing, Placecast. Geo-fence technology has
been used today by over six million opted-in consumers
through different programs from carriers like AT&T in
the U.S. and Telefonica in Europe, as well as over 75 major consumer and
retail brands.
Previous Placecast efforts in retail environments have
driven impressive consumer feedback, including:
- 74% of participants like the fact that their location
is used to deliver messages
- 53% of participants reported visiting a specific
retailer after receiving a location-based alert
- 22% of shoppers in similar programs reported making
purchases at participating retailers based on receiving a
location-based alert
- For nearly 50% of shoppers, the retail visit prompted by
the text was unplanned; for 19% of those surveyed, the alert
served as a reminder
"It is gratifying to know my landlord is interested in more than
collecting a check," said Laurel
Mueller, owner of Bead it!, an independent custom
jewelry shop at Centennial Promenade in Denver, Colorado. "DDR is investing in the
success of my small business with a unique program I believe will
distinguish this shopping center from the nearby competition."
Moreover, industry experts have begun to recognize the vast
potential of location-based marketing which further leverages the
unique and dynamic pre-existing relationship between landlord,
tenant and consumer.
"Retail shopping centers are primed for location-based mobile
offers," said Kathryn Koegel of Primary Impact Research,
a leading mobile marketing and technology research firm located in
New York City. "They already have retailer relationships and
locations with millions of shoppers making regular purchases. They
are well-positioned to optimize existing foot-traffic and connect
consumers with relevant and timely deals."
ValuText reflects DDR's continued commitment to creatively
market its prime assets and use the power of technology to assist
all tenants, national, regional and local, in enhancing store
performance.
About DDR
DDR is an owner and manager of 538 value-oriented shopping
centers representing 134 million square feet in 41 states,
Puerto Rico and Brazil. The company's assets
are concentrated in high barrier-to-entry markets with stable
populations and high growth potential and its portfolio is actively
managed to create long-term shareholder value. DDR is a
self-administered and self-managed REIT operating as a fully
integrated real estate company, and is publicly traded on the New
York Stock Exchange under the ticker symbol DDR. Additional
information about the company is available at www.ddr.com.
SOURCE DDR Corp.