Simon Leverages Guest Wi-Fi Data to Bolster Retail Media Capabilities
Mall operator Simon Property Group is deepening its retail media and data-driven marketing capabilities through a new collaboration.
In partnership with Adentro, a guest marketing solutions provider, Simon Media & Experiences (Simon’s retail media division) will leverage anonymized first-party data generated from its on-site Wi-Fi network to enhance audience targeting for brands and retailers, according to a media release.
With this move, Simon Media & Experiences is leveraging Adentro’s omnichannel retail marketing platform and network to provide location-based intelligence for retail brands across Simon properties.
This will allow retail brands and their agencies to curate and optimize high-intent shopping audiences for targeted digital campaigns across display, social media and connected TV (CTV) platforms.
Adentro’s technology integrates with Simon’s Guest Wi-Fi, utilizing secure OpenRoaming profiles — an initiative by the Wireless Broadband Alliance — to enable seamless connectivity and consumer engagement.
Retailers will have access to real-time campaign planning, activation and performance tracking through Adentro’s omnichannel marketing platform.
"Simon Media & Experiences is thrilled to be working with Adentro, an industry leader with extensive experience building in-store retail media networks, to help connect retail advertisers with our engaged and loyal shopper base," Chip Harding, executive vice president of Simon Media & Experiences, said in the release. "Through this collaboration, our retailers and brands will be able to reach and engage with Simon shoppers both in the mall and online, increasing visibility and driving them to their physical stores and websites."
"Our technology will help brands maximize their investments across Simon’s properties and identify new growth opportunities," added Ben Matlin, CEO of Adentro.
The partnership underscores Simon’s broader strategy to enhance its retail media network and leverage its physical assets to drive omnichannel commerce. The collaboration also adds to Adentro’s growing portfolio of industry partnerships, including Experian, LiveRamp, Adobe and Cisco.
By integrating Wi-Fi-powered consumer insights with retail marketing, Simon and Adentro are looking to enhance the shopper experience and drive business growth for brands operating within Simon’s properties.
