Shopping looks much different today than it did ten or 20 years ago. Instead of spending hours at the town mall, most people simply tap a few buttons on their mobile phone and expect their purchases to arrive in 2 to 5 business days. Even still, brick and mortar retail is far from finished. Year over year, U.S. retailers are reporting increased in-store sales revenue. Shoppers still want a physical shopping experience; whether by finding a great deal, trying on clothes, or having a personal interaction with a customer service representative. However, in order to capitalize on these experiences and keep up with the constantly improving landscape of e-commerce, retailers need to provide the most seamless in-person shopping experience possible. Whether you are preparing for the launch of a new retail property or revamping an existing space, you need maps that are aligned with your business goals and the needs of your customers. For some businesses, a paper or static map may be sufficient; however, businesses with complex facilities, a large number of customers or high growth potential should consider implementing interactive digital maps.
Traditional Signage
Traditional mapping signage at retail locations and large venues is typically static and contains a limited amount of information that does not need to be frequently updated.
- Directory Maps: These maps display a list of stores with corresponding locations within the mall or retail center. A legend typically includes store numbers, names, and categories to provide an overview of all the stores. These maps are stationed in multiple locations throughout the space for visitors to reference.
- Printed Maps: Traditional printed maps often show the floor plans of a location with store names and amenities marked with icons or text. These are typically available at security areas or near entrances.
Pros: Printed maps are relatively cheap if not updated often, and they lack technical maintenance requirements.
Cons: Traditional signage is not easily updated, and lacks navigational functionality like turn by turn directions and real-time location data. Printed maps also lack the ability to provide access to data analytics, and the information available is limited by the size of the print.
Interactive Digital Maps
Integrating an interactive digital mapping system doesn’t mean getting rid of traditional signage. Store signs, room markers, informational boards, and directional signage are all helpful navigational tools to orient customers in commercial centers. However, adding an interactive digital map to your property is a great way to complement traditional signage and give your business access to a world of new information and abilities. Interactive maps can include a host of integrations within a single ecosystem, including:
- Interactive Kiosks: These large touch screen kiosks are placed near entrances or at key intersections within the mall to assist as many people as possible. Customers can interact with the kiosks to search through a comprehensive digital directory of stores and amenities, create routes, and view advertisements and promotions from your vendors.
- Online Map: Provide an online map that visitors can access with the scan of a QR code, or integrate maps with a mobile app that visitors can download for greater functionality. Mobile maps offer real-time location tracking, store search, AI assistants, and push notifications for nearby offers, allowing visitors to navigate and explore your venue at their own pace.
Pros: Digital maps can provide access to analytics on user interaction, such as search trends, dwell times, and more. They are also more mobile, easily updated, and can be integrated with your entire technology ecosystem. Information like ads, vendors, events, and more can be easily displayed on digital maps and delivered to customers on a customizable user interface.
Cons: Digital maps can be more expensive than traditional signage, and require more technical maintenance.
What to Consider When Choosing Your Property’s Map
There are several factors to consider when choosing the indoor maps for your property. The size and layout of the venue play a crucial role in determining whether traditional signage or interactive maps are more appropriate. Selecting the right wayfinding solution also requires knowing your demographic and visitor preferences. Larger venues with complex layouts and a variety of audiences may benefit from the adaptability of interactive digital maps, while smaller venues might find traditional signage sufficient.
Don’t forget to consider how advertisements will be displayed. Banner and billboard advertisements cost money to print, hang, and change out every few weeks, whereas digital maps can incorporate ads without the hassle of printing and be updated as often as needed. With digital maps, you can also utilize more advanced advertising functionalities like targeted promotions and location-based push notifications.
Our Recommendation: Consider Getting the Most Out of Your Business with Interactive Digital Maps
Interactive digital maps are designed to optimize your business and can be tailored to your needs. With multi-platform integrations, digital maps can act as an all-in-one hub for guests to experience your retail center, and give you the power to create custom advertisements and track engagement with real time data.
- Improve customer experience and loyalty by offering a fully streamlined digital mapping infrastructure.
- Boost your revenue with targeted advertising and promotions.
- Learn more about your customers with data on search trends, user interaction, and more.
Interactive maps are an investment that require maintenance and updates, but a great mapping provider like MapVX can provide the support needed to make installation and maintenance seamless.
There is no one-size-fits-all approach when it comes to mapping a business. However, if you are looking to scale your business, learn more about your customers, and provide the best customer experience possible, a digital mapping solution might be the way to go. Collaborating with experts in wayfinding solutions like MapVX can provide valuable insights and ensure successful implementation for your business.
