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Oxford Properties readies shopping mall digital initiative

Cineplex Digital Media of Toronto has signed an agreement with Oxford Properties Group to install what it describes as a "place-based digital ecosystem" in 10 Canadian shopping malls. According to the company, this project is the first of its kind in North America. The system will combine digital media, mobile technology, social media, experiential elements, digital media sales and analytics. It is intended to provide information to shoppers about the merchants and programs in each mall, along with interactive entertainment and lifestyle content.

"Place-based digital ecosystems are the next evolution of digital interaction with customers," said Fab Stanghieri, general manager of Cineplex Digital Media. "The system provides audiences a seamless, integrated experience and enables venues and brands to leverage the power of multi-channel marketing and advertising platforms to engage consumers and drive retail traffic."

Installation will begin in the fall of 2014. Participating malls will include Yorkdale Shopping Centre in Toronto,Square One Shopping Centre in Mississauga, Scarborough Town Centre in Scarborough, Upper Canada Mall in Newmarket, Hillcrest Mall in Richmond Hill, Edmonton City Centre in Edmonton, Kingsway Mall in Edmonton, Southcentre Mall in Calgary, Les Galeries de la Capitale in Quebec City and Les Promenades Gatineau in Gatineau.

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