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The much anticipated annual MAXI Awards, which highlight the retail real estate industry’s most innovative events, programs and technologies that add value to shopping centres throughout North America, were held on Thursday, July 23. Among the recipients of the prestigious Gold Awards were ‘Innovation’ category winners, Mall of America, with the Mall of America Tenant Hub mobile platform by Mallcomm.

Famously known for being the largest shopping and entertainment centre in the US, Mall of America opened its doors in 1992 and was still communicating with over 500 tenants via memo and emails in 2018. The management team wanted to reinforce the community dynamic and recognised a number of challenges to overcome, including; making communications efficient, increasing tenant engagement from 50% to at least 90% and the need to create one central hub of information.

Working together with Mallcomm, Mall of America created the Mall of America Tenant Hub, a white-labelled application which utilised a selection of Mallcomm’s industry leading modules and other bespoke features. Following 97% retailer adoption during the first week of the system being implemented, instant improvements were seen, with estimated savings in excess of $15,400 per year alone created by reducing memo distribution costs.

Jill Renslow, Executive Vice President, Mall of America said, “The Mall of America Tenant Hub has been a game-changer. It has greatly increased our effectiveness when communicating with our tenants. For the first time in our 29-year history, tenants have a single resource which they can access to receive standard documentation, timely messages and helpful information. They can also send messages directly to mall management in order to help them with any issues they may have”

Randall McKillop, EVP of Americas, Mallcomm commented, “On behalf of all of the team at Mallcomm, we would like to extend our congratulations to Mall of America for winning their Gold MAXI Award for Innovation. The initial build project was a pleasure to work on and followed by such a fantastic launch, we knew Mall of America would achieve the maximum benefits from their solution. From ongoing communications and operational efficiencies, to increased tenant engagement and staff loyalty – the Mall of America Tenant Hub is a shining example of a perfectly implemented and utilised Proptech solution.