Mall of America, the largest shopping mall and entertainment center in North America and a popular destination among North American tourists, has begun to utilize chatbots in order to enhance customer experience and hopefully allow for an easier shopping process during the prime holiday shopping period. This new chatbot is integrated to work through Mall of America’s website, their mobile app, their Facebook page, and also has a skill on Amazon’s Alexa. The chatbot was created by Mall of America in partnership with Satisfi Labs and is Satisfi’s first fully integrated chatbot for a retail location. It contains many customer touch points and answers customers’ questions within seconds of being asked. Customers can ask questions related to stores at the mall, food court recommendations, mall attractions, and current events happening at the mall. Mall of America’s chatbot was tested during the holiday season of 2016. It allowed guests to find their way around the mall and plan their “mall itinerary” before getting to the mall. This proved to be extremely helpful for customers, considering the mall consists of 5.6 million square feet of retail space with 520 retail stores and restaurants and can therefore be difficult to navigate.
Over the past year, Mall of America has been developing and improving the chatbot in order to better the customer experience they offer. Justine Santa Cruz, the VP of strategic partnerships and alliances for Satisfi Labs, says, “In today’s climate, adapting to customer’s wants and needs is a requirement for every retailer. To be able to cater to a growing number of consumers and their needs, retailers need technology to scale their service in a consistent and efficient manner.” Mall of America will continue to work alongside Satisfi Labs to improve the chatbot and make it more personal and customized for its customers.
It is rare to see chatbots associated with shopping malls, but as customer experience becomes more important in today’s market, it will be interesting to see what other companies in different sectors will adopt the use of chatbots for improving customer experience. Have you seen chatbots used in any non-traditional spaces?
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