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California malls go mobile with shopping assistant

November 13, 2009

groveCaruso Affiliated, an outdoor retail mall developer, has launched a mobile concierge service for two of its California locations, The Grove and The Americana at Brand.

One Touch Concierge can be accessed on various smartphone platforms. To use the service, consumers can login in on the mobile Web at or http:///

“We’re taking customer service to a new level through the convenience of mobile technologies,” said Jennifer Gordon, senior vice president of public relations at Caruso Affiliated, Los Angeles. “The Caruso properties are all about the customer experience and that influences everything from design to operations. 

“Caruso has always had onsite concierge service at The Grove – named the top concierge in the country by the Wall Street Journal – and The Americana at Brand,” she said. “The One Touch Concierge smartphone program is an expansion of our existing service program.”

Caruso Affiliated is known for creating outdoor community and regional retail environments.

Mobile, at your service
Consumers at The Grove and The Americana at Brand can do a variety of things with the mobile service.

The mobile concierge lets consumers make restaurant reservations and buy movie tickets.

Additionally, consumers can ask to have a stroller or wheelchair delivered before their arrival at the mall or get packages picked up and brought to their automobile.

The Grove services are accessible from The Americana at Brand and vice versa.

Caruso said that it launched these services make the holiday season easier on consumers.

The services can also be accessed from a computer.

The Americana at the Brand also has residential apartments.

Residents of The Americana at Brand have the One Touch Concierge service available every day of the week.

The residents of The Americana can order drinks and food to be delivered poolside and order sushi from Katsuya, a Japanese restaurant.

The mobile service also lets residents arrange for the porter to meet them when they arrive home if they need assistance with packages or groceries.

Ms. Gordon said that because smartphones are in the hands of a broad demographic, Caurso’s program is not tailored to any particular demographic.

“Caruso is already using technology to reach its customers through Web sites and social media,” Ms. Gordon said. “Moving to a mobile platform was a natural extension.

“Mobile technology usage has grown exponentially in recent years,” she said. “Our customers are using this new platform in their daily lives and it’s a way for us to extend our brand and our marketing to this customer.”

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Chirs Harnick is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach him at

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