Westfield Group which owns and operates 40 shopping centers around the world has run a testing lab inside the Westfield San Francisco shopping center. The lab is an experiment that looks at how digital and b&m shopping can work together.
Westfield Labs is the digital arm of Westfield Group. Earlier this month, it launched a project called Bespoke which will turn half of the fourth floor in the San Francisco Centre into a space for co-working, events and tech demonstrations. The plan is to attract San Francisco's tech retail industry.
The goal of the lab is to rethink how traditional retailers operate in Westfield's shopping centers globally. Last holiday season through a partnership with eBay, Westfield erected three shoppable glass screens so shoppers could swipe through products offered by Sony, Rebecca Minkoff, and Toms and then buy them from a mobile device. In NJ, Westfield Labs erected seven-foot digital screens that display images of products from nearby stores and show shoppers how to find them.
I think this program is long overdue. The mall has been very slow to adopt digital technology and it's refreshing that Westfield Labs in taking on the challenge of blending technology that can aid consumers in their b&m shopping experience.
Source: http://www.adweek.com/news/technology/innovation-lab-designing-mall-future-161539
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