Retailers Keeping Shoppers In-Store With Mobile Charging Stations

You know the feeling — your phone is slowly creeping down to 1 percent battery while you're away from an easily accessible power outlet. Your eyes scan the walls of the restaurant or store, trying to find an electrical outlet to plug it into.

There’s a feeling of relief if you're able to find one — and panic if not. However, if you're at one of 14 Westfield Mall locations, finding an outlet won’t be an issue.

“In partnership with ChargeItSpot, we now have its phone charging stations in 14 of our U.S. shopping centers,” explains Jeff Adams, vice president of guest services at Westfield Corp.

ChargeItSpot provides cell phone charging stations for consumers at retail stores, athletic stadiums and other public venues. Westfield Corp. and retailers such as Perry Ellis International-owned brand Original Penguin have installed these charging stations into stores so shoppers never have to worry about a dead phone, and thus creating a better in-store experience. Adams says that one of the most requested amenities Westfield Mall shoppers ask for is phone charging.

“The majority of our guests are shopping with their mobile device,” notes Adams. “We wanted to provide an amenity that will invite guests to keep their device charged and, therefore, extend their visit with us. ChargeItSpot gives our guests a secure location to charge their phone while they continue to maximize their time spent within our shopping centers.”

Keeping consumers’ phones charged may also translate to more sales for retailers. In a survey of 2,500 shoppers conducted by InMarket, 55 percent of respondents said they're using mobile phones in stores for shopping-related activities. Of that 55 percent:

• 50 percent are looking at a shopping list (including texting/calling about the list);
• 19 percent are accessing loyalty and rewards programs; and
• 19 percent are conducting product research.

Keeping mobile phones charged increases the likelihood that shoppers will interact with your brand while visiting your stores — e.g., receiving push notifications for promotions and other content.

“In addition,” explains Adams, “ChargeItSpot is a great way for us to engage with our guests through surveys and SMS. ChargeItSpot’s product has provided us with technology to meet the needs of our guests, as well offer an additional marketing platform.

“With the increased usage of mobile devices across the board, it's important to support and enhance the overall experience at Westfield shopping centers with a service to keep devices fully operational.”