• by OMMA Editors , April 29, 2014

   

The Westfield UK mall app makes personalization fun. It engages the user at launch in a series of quick questions about tastes that aligns the customer with products and store brands. It effectively gamifies a process that most consumers find tedious and invasive. The end result is an app that genuinely responds to and anticipates desire with personalized product and offer content. The high levels of user engagement also helped make the case for the retailers to contribute more valuable content and meet user expectations for a richly populated mall app.