Illinois' Promenade Bolingbrook mall is using the Mallfinder Network's mobile marketing service to help the shopping center and its retailers connect with mobile shoppers.

The mall will be targeting mobile shoppers with SMS campaigns and a mobile Web site. Twenty shopping centers managed on behalf of Forest City Enterprises will use Mallfinder's mobile services.

"Mobile is not only the most direct and personal vehicle to engage with shoppers, but it's also a marketer's closest proximity to influence shoppers with they're about to make a purchase decision," said Lawrence Phipps, senior vice president of marketing and product strategy at Mallfinder Network, Denver.

Mallfinder Network LLC is a leading developer and provider of integrated marketing services for the shopping center industry. Since 1997 Mallfinder has represented over 260 shopping centers nationwide.

The marketing network will soon launch a mobile Web version of Shoptopia.com, its social shopping community was designed to build relationships among shoppers, malls and brands.

The SMS campaign the company built includes Instant Win, Sweepstakes and Loyalty Club Blast notifications. Mallfinder is also developing location-based services for smartphones to deliver relevant offers and promotions.

"Today's instant win campaign at the Promenade Bolingbrook in Illinois promotes Shotopia where local shoppers can share their insights and access special Shoptopia deals featuring retailers at the center," Mr. Phipps said.

"We are instructing shoppers on premise, via signage and event announcers, to text keyword SHOPTOPIA to short code 68632 for a chance to win gift cards and Shoptopia tote bags, as well as Wedgwood jewelry boxes and leather photo albums from Kay Jewelers," he said. "We're awarding 16 prizes each hour between 3-9 p.m. today."

Mr. Phipps said GPS is changing the mobile channel.

"The key is location-based services," he said. "GPS is just one of many technologies relevant in the context of shopping centers. These applications can alert us when shoppers arrive at the mall and even where they are on the premises. We can then promote to them appropriately."

Not only is mobile being changed by GPS, but shopping is undergoing a mobile evolution as well.

"The latest generation of smartphones gives shoppers easy access to the Internet when they're on-the-go," Mr. Phipps said. "We observe them searching for products, reading reviews, comparing prices and picking destinations. Our participation in the mobile experience directly influences shopping activity on the premises of shopping centers.

"Mallfinder's mobile solutions are designed to engage shoppers as they actively seek information and promotions via their mobile phones," he said.

"We look forward to the near future when a mobile version of Shoptopia is like having your very own shopping assistant in your pocket, alerting you to special deals and delivering insightful and entertaining content tailored to your personal tastes and interests."