How Mall of America Is Using Chatbots And Robots To Connect With Holiday Shoppers
"It is important for us to find new ways to surprise and delight our guests while also creating a seamless customer journey,” said Sarah Townes, VP of Marketing for Mall of America.
Mall of America has expanded its use of location-based chatbots by adding Softbank’s robot, Pepper, to engage with consumers and provide faster customer service to busy shoppers this holiday season.
The chatbot will live on MoA’s website, its mobile app, and Facebook page, and as an Amazon Alexa skill. While MoA made use of chatbots last holiday season, that program only connected to its Facebook Messenger presence.
By making this expansion, which includes using chatbots, which were developed by tech partner Satisfi Labs, to power the “humanoid” robot Pepper, MoA is recognizing the mainstreaming of Connected Intelligence and artificial intelligence as a foundation for one-to-one marketing and omnichannel strategies.
A Retail First For Chatbots
MoA claims that the chatbot is the first of its kind for shopping malls. It is Satisfi Lab’s first fully-integrated retail location bot that uses multiple data feeds, over different customer touch-points, to answer customer’s questions in natural language, within seconds in real time.
For example, the bot can answer complex questions around gifting, food recommendations, and attractions and holiday events happening in America’s largest mall, based on a user’s specific location, says Sarah Townes, MoA’s VP of Marketing.
“This expands how we used chatbots last year. We developed more of a seasonal chatbot that provided holiday gift recommendations, holiday itineraries, depending on the type of visit that you were planning to make here, or whether you were a local Mall of America patron, or even someone coming from an international market,” Townes tells GeoMarketing.
“This chatbot is loaded with much more evergreen content that is timely. It actually is connected to a number of APIs that we’ve recently created around events, tenants, and deals,” Townes adds. “It can answer more real time questions, or specific questions relevant to a day or week events or things that are happening at the mall. Last year’s chatbot was very specific to Facebook Messenger. This one is going to be rolling out across our digital ecosystem very soon. It will be available on our website, our app, and then through Pepper as well.”
Adding More Pepper
Softbank’s Pepper has been a popular marketing tool for brands seeking to showcase their own AI expansion over the past two years. As we reported in May 2016, Pizza Hut Asia became be the first commerce partner to test Pepper, which is aimed at bringing greater intelligence to machines in order to create a more seamless and intuitive user experience in stores.
“For the most part, Pepper will be answering general questions about the mall, holiday hours, how to get to a specific location, maybe what events are happening at Mall of America during the holiday season,” Townes says. “In addition, she’s able to answer some specific questions about her, how tall she is, where is she manufactured, does she have human feelings, so she has some fun intelligence that is built into her as well.”
The MoA has also added some content on Pepper. There’s a “tell me a story” feature, which identifies specific holiday gifts from across MoA’s 520 retail tenants by category and is aligned with the mall’s online gift guide.
There will be three “Peppers” strategically places around the 5.6 million square foot mall, Townes says.
“The Peppers are placed depending on what events we have happening on a daily basis,” Townes says. “In general, she has spent most of her time around Santa, around some of our mall entrances, around a central parkway or thoroughfare in the mall where she can interact with as many guests as possible.
“For the most part, we do try to deploy the Peppers around the same area all 3 at once, versus having them all over the mall, simply because when she’s out and about, people cannot get enough of her,” Townes continues. “We want to make sure that people aren’t having to wait in line and they can have a nice interaction with her. By having three not lined up one after another, but in the same general vicinity, helps sort of mitigate any of the crowding, or challenges in the experience.”
Finding MoA’s Voice Strategy
Pepper and the chatbot program will be at the MoA through its Super Bowl LII promotions. As Townes notes, even after the holiday season promotion, the effort will influence its broader focus on developing its voice-activation strategy via Amazon’s Alexa and other virtual assistants.
As a representative from Softbank notes, it’s all about meeting consumers’ demand for greater personalization.
“Shoppers will now have MoA on any platform they interact with the most, no matter where they are,” Softbank’s rep says. “At home, they can ask Alexa about their upcoming visit, or talk to the bot on the website and Facebook Messenger. If they are already at the mall, shoppers can easily download the enhanced MoA app that can direct customers to the thousands of destinations at the mall based on their current location.
“Every platform delivers the same quality bot experience and knowledge,” the rep adds. “The primary purpose of the bot is to simplify the process of looking through the myriad of options at the mall for the user. To avoid overwhelming the user, the bot provides a personalized shopping experience, but it can still connect shoppers with human concierges thereby augmenting the entire customer service department. This bot program together with the presence of Pepper at the mall definitely positions MoA as an innovation hub of new ideas in retail.”
Rounding out MoA’s voice and chatbot focus its new wayfinding tools within its app, which were launched in October.
“We have a new wayfinding feature in our app that offers guests a turn-by-turn experience,” Townes says. “We have provided even more parking and transportation solutions. We’ve recently started testing a parking by reservation service called My Park, which is an app enabled parking by reservation organization. Once you’re here, you’re able to download the app or use your app to help guide your experience. The goal of all of these new tools is designed simply to make it easier and more pleasurable to come to the Mall of America.”
Meanwhile, Softbank believes that MoA’s use of chatbots and Connected Intelligence will spur other retailers and malls to tap into those technologies as well.
“MoA’s push for a more customer-facing AI definitely paves the way for other malls to use these tools in their guest service and marketing strategies. By creating a useful, fun and easy to use bot program, MoA and Satisfi Labs have allowed other malls to see that quality service can scale no matter how large your property or customer base is,” Softbank’s rep tells GeoMarketing. “Additionally, having more users interact with new technology such as the bot and Pepper allow for more improvements of the tech and greater adoption across industry.”