One of the largest UK owner of shopping centres, British Land, has launched an A/R app for 21 local and regional locations. There is an app-based game for children is intended to take families on a five step ‘virtual present hunt’. The app, called Freezy’s Christmas Adventure and was developed by Harmony studios.
The initiative is designed to drive footfall, increase dwell time and build brand loyalty, as well as increasing retail sales. Recent research by British Land shows that events can increase dwell time by 41%.
