AFI Palace Cotroceni invests EUR 1.5 mln in mobile proximity marketing platform

AFI Palace Cotroceni is the first shopping mall to use a mobile proximity platform, allowing brands to interact in real time with customers, according to company representatives.

Developed by the Global e Business Solution (GEBS) company following a EUR 1.5 million investment, the Zoniz platform is based on the Bluetooth Low Energy (BLE) technology, as well as radio transmitters (beacons), which allow for personalized information to be sent to smartphone users, according to their preference and location. The Zoniz app is a 100 percent Romanian product, inspired by an Apple technology that was launched two years ago.

“The use of mobile phones has become indispensable for consumers and the development of an app that allows them a real time interaction with different locations through the use of their smartphone is a natural step in the digital era. With the help of the Zoniz app, AFI Palace Cotroceni stores will be able to greet their visitors with personalized messages on returning to the store, give information regarding existing offers or can use a series of methods that allow for direct interaction with smartphone device users. The possibilities are countless as long as the information is relevant for consumers, and this invariably leads to a unique experience between the brand and the consumer, through the help of personalized messages,” said Fridolin Bic, CEO Global e Business Solution.

Users interested need to download the Zoniz app (available on Android and iOS devices that use the BLE technology), activate the Bluetooth Low Energy mode and allow notifications. Inside the app, users will be able to manage offers, choose the brands and types of activities they are interested in and thus receive only relevant information, in accordance with their preferences.

Moreover, brands can create their own promotional campaigns through the Zoniz campaign management mode, choosing predefined templates for different categories such as discounts, vouchers, competitions, treasure hunts, polls, news etc.

Zoniz is based on iBeacons technology, used for the first time in Romania. Among commercial centers using the technology worldwide are WalMart, Tesco, Macy’s, Simons, Les Terrasses du Port, Swan Center UK, or Melbourne Mall.

GEBS is a software company based in Sweden, with offices in Romania, Denmark and Great Britain. It develops software solutions for companies such as IBM, Longiness, SAAB, Bombardier and others.

AFI Palace Cotroceni hosts more than 350 stores, approximately 3,000 parking spaces, an Auchan hypermarket, 20 cinema rooms, two casinos, an indoor skating ring, two playgrounds, a laser tag arena, the first roller coaster located in a shopping mall in Eastern Europe, bowling and billiards, a dedicated space for themed fairs, an electric train, a karting ring.

Natalia Martian