digital marketing
TEAMING UP TO TUNE IN AND DISH OUT
IPC Shopping Centre and Spotify present The Mood Menu
Following the launch of its recent re-branding campaign, IPC Shopping
Centre (IPC – Petaling Jaya, Malaysia) released a new feature on its namesake
app. Teaming up with Spotify, the popular music streaming service, it looks
to transform the retail experience by offering consumer recommendations
based on playlists. The Mood Menu combines science and music to match
food with shoppers' mood and answer the common question: What do I feel
like eating today?
Based on a study published by Professor Robin Dando, PhD,
Cornell University, and developed by the Bonsey Jaden creative
agency, The Mood Menu tunes into the songs that Spotify users are
listening to, identifies the “mood” of their playlists, and solves the
daily dilemma. Establishing a relationship between taste and human
emotion, according to the study, “our moods have the ability to inhibit
or accentuate the very flavors we taste.”
Building on its brand belief of being “So Much More,” IPC addresses
the need for convenience, continues to innovate the shopping
experience, and embraces the technology movement within the retail
industry. With the tagine, “Discover food that matches your mood” and
a music-inspired logo with a utensil twist, the one-of-a-kind feature
highlights the diverse range of dining options at the shopping center and
implements a proprietary algorithm to determine the users’ emotional
state and satisfy their appetite.
“This partnership goes to prove that music truly defines on e’s mo od,
mindset, and taste. The ability to understand how people are feeling— not
just what they’re doing—is a remarkable opportunity. It allows us as brands
to connect with users in a more intimate manner, such as this instance where
we are matching food to the user’s mood,” noted Ong Sea Yen, regional VP
of sales, Spotify Asia, in an interview first published in Mumbrella Asia.
Relatively easy to promote and execute, the IPC shopping community
finds the app feature to be relevant and connects to its purpose. To date,
with over US$283,000 in PR value, The Mood Menu initiative has achieved
a total of 92 mentions in the press and on social media. Currently among
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The Mood Menu algorithm matches consumers' state
of mind with food options at IPC's eateries.
the country’s top 20 in the lifestyle category, IPC’s app is on track to
achieve the marketing team’s target goal: To become the number-one
shopping center app in Malaysia by the end of the year, with more than
10,000 downloads. Emphasizing promotions and customer-focused
functionality, the team will continuously improve the app to increase
downloads and drive activity.
“This means improving our mobile app to include more features in the
near future, such as behavior-based loyalty programs, customer
analytics, and personalized location-based promotions and rewards,” said
Andrew Yeoh, IPC head of marketing, IKEA Southeast Asia.
While The Mobile Menu supports IPC’s commitment to innovation, the
head of marketing comments that its focus will always be customer-centric,
not technology-centric.
“All our innovation is designed to make a better everyday life for
our many shoppers and visitors,” Yeoh added.
The app is now available for download via Google Play Store and Apple
App Store.