The digital directories make it easier for people to find their way around which means more time for shopping.

Featured Project: Express Image Outfits Mall of America with Digital Directories


Express Image, a St. Paul, Minnesota-based interactive digital display and print provider, installed nearly 100 digital directories throughout Bloomington, Minnesota’s Mall of America.

The goal, according to a press release put out by the mall, was to help guests more easily navigate the 5.6 million-square-foot property, and data shows the goal has been accomplished.

According to mall management, since installing the kiosks, “dwell time”—the time visitors spend interacting with the displays—has dropped to less than 40 seconds per visitor, compared with more than three minutes spent at the old static displays.

“This decreased time spent searching provides the guest with the information needed to more easily find their destination, whether that is a retailer, attraction or dining spot,” says the mall’s announcement of the installation. “To further cater to the guest, the directories offer the option to text a map view with step-by-step navigation to a cell phone, at which point the guest has the opportunity to text live with a Mall of America digital concierge. The personalized experience of interacting with an individual through the digital concierge program leads guests to further discover the property in ways they may not have considered, ideally increasing the overall length of stay at MOA.”

Says Jeff Sarenpa, president of Express Image: “It was a pleasure to work on this project with MOA because they knew exactly what they wanted to provide their visitors and worked closely with our technical and development team to collaborate on a solution.”

The directories are built on Google's Chrome OS platform utilizing Intel technology because of its security, reliability and ease of development, according to the company.

The Mall of America records more than 40 million visitors annually, and to accommodate the variety of visitors the digital directories can communicate in nine different languages.

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