America’s largest mall steps up mobile navigation

Lisa Edwards October 25, 2017


The Mall of America’s newest mobile upgrade will make it even easier for customers to plan their visit — and reach their destination.

To streamline navigation for its 40 million annual shoppers, America’s No. 1 mall now offers live navigation within its custom mobile app — a service that the mall expects to save customers valuable time during their stay. The technology is provided by Senion’s StepInside technology. The suite delivers accurate indoor positioning for mobile devices to provide a smooth, accurate and responsive user experience, in real-time.

As visitors input a destination within the app, and the navigation system will show them exactly where they are, as well as provide accurate navigation to their destination, whether it is a store, restaurant or an attraction.

This is the latest addition to a growing portfolio of technology features that augment the Mall of American guest experience. Earlier this year, nearly 100 digital directories were implemented, saving time for customers who can easily search their destination and text directions to their mobile device.

In addition to step-by-step directions, the directories now sync directly with the mobile app to initiate the live navigation. The feature also gives the customer a direct connection to a digital concierge who can answer live questions about reservations, directions, and store recommendations, among other services. The digital kiosks and live navigation in the mobile app were developed in partnership with Minnesota-based Express Image.

“With a property as large as Mall of America — 5.6 million sq. ft. — one of the most important things we can do to enhance the experience for our guests is make sure they can quickly find their destination,” said Jill Renslow, senior VP of marketing and business development at Mall of America. “We continuously talk with guests about what they want here at MOA, and this real-time navigation feature is something our guests expect when visiting a destination of our size.”


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