In an effort to improve customer service and increase loyalty, Cadillac Fairview is testing InfoMall kiosks at Toronto’s Fairview Mall.
Cadillac Fairview is hoping the kiosks, which provide multilingual mall and individual store information plus a voice mail service, will attract those who live in close proximity to large shopping centres.
The 12-foot high pyramid-shaped kiosks have been placed at five of the mall’s entrances for on-the-spot assistance, but the wide range of information is also available to those outside the shopping centre by phone.
Service is provided in English, French, German, Italian and Cantonese, the five languages spoken by 96% of the 956,000 shoppers Fairview has per month.
Other languages can be added as demand increases.
The InfoMall system uses telephone technology to provide directions to the shopping centre, hours of operation, a directory of all stores by name and type, a direct connection to any store or to the customer service desk and lost and found services.
The information can be tailored to special events and offers in the mall.
In addition, InfoMall provides a voice-mail system that allows shoppers to leave messages for friends and family such as where to meet in the mall.
If the InfoMall is successful at Fairview, Cadillac Fairview will roll it out to some of the other 46 malls it operates.
InfoMall is a trademarked system developed by Cadillac Fairview’s agency, Two Dimensions of Toronto.
The InfoMall phone number is being promoted in an extensive campaign that includes newspaper, television, transit ads and posters throughout the shopping centre.
