CBL to launch mobile app

Chattanooga, Tenn. Mall owner CBL & Associates Properties said Tuesday it has partnered with mallMerlin LLC to launch a smart phone mobile application in CBL malls around the country.

CBL said the mallMerlin mobile application will deliver special features and promotions, high-definition video and in-mall navigation to consumers based on their location within the mall.

Additionally, through a Content Management Solution, the app allows participating retailers to customize their offers in real time by region or at store level. Upon entering a mallMerlin mall, consumers can elect to shop by category, by store, or by “stroll,” meaning they are browsing and window shopping.

“We are always looking to harness new technology to provide shoppers with a better way to shop and retailers with a great point-of-sale communication tool,” said Jim Ward, senior director–brand development for CBL & Associates Properties. “mallMerlin delivers on both fronts as it was developed to provide customized and real-time information directly from the retailer to the consumer. It allows visitors to CBL Malls to continue to shop as normal while taking advantage of the savings and convenience features in the app.”

The app will be available in the iTunes app store. Shoppers will then be able to download mallMerlin to their iPhone, iPad, and iPod Touch for free; mallMerlin for other smart phones is under development as well.

CBL owns, holds interests in or manages 161 properties, including 85 regional malls/open-air centers.

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