Glossary A–ZLetter S
Shopping centre
In a shopping centre, screens provide wayfinding, information about shops and events, and advertising to a large audience.
Typical are totems at entrances and junctions, large screens in atriums and interactive floor plans.
Centre management uses the screens for directions, opening hours, promotions and events. In addition, it or a media owner sells advertising time to tenants and to outside brands. Many centres thus form their own advertising network. The shops in the centre also run their own screens in shop windows and sales areas.
Several interests meet in a centre: tenants do not want a competitor advertising outside their door, and visitors want to find their way. Rules on category exclusions and on the balance between advertising and information therefore belong in the planning. The floor plan must stay up to date when shops change. Cameras for audience detection in the centre require careful data protection review.