Customer Case Study: Starwood Retail Deploys Smart Space Technology

Author TouchSource

Starwood Retail Partners Redefines Shopping for a New Generation

Starwood Retail Partners is recreating the way consumers experience retail and evolving brick and mortar centers for a new generation of shoppers. Founded in 2012, Starwood is now the 5th largest manager of regional malls in the United States. With 30 unique properties nationwide, Starwood Retail Centers draw more than 100 million shopping visitors annually, strongly contesting the narrative of a stalling shopping mall industry. What sets Starwood apart is their approach to redefining what it means to be a modern-day retail center.

Pioneering an Industry in Transformation

As the retail industry wrestles to evolve and big box retailers like Sears leave behind large footprints of vacant square footage, Starwood’s model reinvents these former anchor spaces. Starwood Retail Partners repurpose these spaces into pop-up marketplaces and blank canvases for new industry partners. Now office spaces, entertainment attractions, restaurant developments, fitness, and health facilities are all finding themselves integrated into Starwood Retail centers. By strategically integrating mixed-use businesses into its retail properties, Starwood is transforming shopping malls into curated centers of society and setting a new industry standard in its wake.

Finding Partners in Innovation

Integrating multiple industries into Starwood Retail Centers creates an even more diverse portfolio of moving pieces to manage. Starwood needed a solution to keep their centers agile to change and cost effective while paving the way to establish industry-defining connected retail spaces and lifestyle centers.

To do this, Starwood partnered with PlaceWise Digital and TouchSource. PlaceWise Digital, the leading provider of digital shopper engagement services to the Shopping Center industry, and TouchSource, the industry leader in interactive digital kiosks and displays, had previously paired up to create a turnkey solution designed to simplify and enhance the user experience in retail centers nationwide. This solution and focus on digital innovation where people live, work and play made the partnership an easy choice for Starwood.

“Our goal is to engage people where they work, shop and relax,” said Ajay Kapoor, CEO of TouchSource. “The technology that connects is evolving fast. From IOT and big data to high-speed mobility, these tools let us deliver personalized, relevant experiences to on-the-go consumers. As an innovator that catapulted to the top of the industry in a few short years, Starwood saw and seized on that potential and made it real for its customers.”

Solutions that Matter Business Agility & Cost Efficiency

By integrating these digital signage solutions into their properties Starwood gained much more than a new directory. TouchSource solutions provide integrated wayfinding and mapping that allows users to click on individual stores, restaurants and entertainment for more information and easily download wayfinding maps to their phone to guide them directly to their destination. All mapping is dynamically updated and integrated into the TouchSource kiosk through the mall’s website for easy updating and operational simplicity. This website auto-integration saves marketing and property managers hundreds of hours spent in manual updating.

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