Stories by Evan Schuman

Can mobile save the mall? Yes, but not how you think.

In a world where shopping malls are losing customers by the escalator-load to more convenient and deeper-inventoried digital options, one mall in a lightly populated Nebraska town is making some impressive progress in getting its shoppers to stick around. It's not about bringing customers into the mall. It's about giving them reasons to come all the time — and not wanting to leave.

Coke's movie theater trial shows beacon potential

Retail beacons have huge potential, but it can only be met when chains move beyond seeing beacons solely as tiny ad broadcasters. Coca-Cola is starting to get creative about beacons, with a trial in Norway movie theaters to not merely communicate with moviegoers but to remember them for re-targeting later.