In 2023, Avant Cap shopping centre renewed its interactive kiosks and ViaDirect wayfinding software. Located in Plan-de-Campagne, near Marseille, the shopping centre now relies on three Gazelle kiosks to facilitate wayfinding and enhance the visitor experience.
With these interactive kiosks, visitors can find a store, explore different categories, view offers and promotions, or access job opportunities from the centre’s retailers.
The kiosk therefore goes beyond wayfinding. It becomes a true digital service point, bringing together navigation, information and commercial communication in one interactive experience.
Avant Cap, a shopping destination in the heart of Plan-de-Campagne
Located in Cabriès, in the heart of the Plan-de-Campagne commercial area, Avant Cap benefits from a strategic location. The shopping centre is close to both Marseille and Aix-en-Provence.
Today, Avant Cap is an important retail destination. The centre covers approximately 19,000 m² and is home to more than 110 shops and restaurants. SCC currently presents the centre as bringing together 115 shops and 8 restaurants.
The retail offer is therefore particularly diverse. Visitors can find fashion, beauty, accessories, home, leisure and food and beverage brands.
The centre also offers a wide range of services, including parking, a gift card, ticketing and various services designed to make the visitor journey easier.
In this context, clear wayfinding is essential. Visitors need to be able to quickly find a store, restaurant or service.
Three Gazelle interactive kiosks to facilitate wayfinding
In 2023, Avant Cap renewed its kiosk system with three ViaDirect Gazelle interactive kiosks installed throughout the shopping centre.
The ViaDirect software allows visitors to explore their surroundings through an interactive 3D map. They can then search for a specific destination and access the information they need to continue their journey.
Navigation can be organised through several sections:
- Stores
- Stores by category
- Food & restaurants
- Services
- Gift card
- Ticketing
- Job offers
- Offers and promotions
This approach allows visitors to use the kiosk according to their needs. They can search directly for a specific store. They can also browse different categories and discover the centre’s retail offer.
Interactive kiosks combining wayfinding and information
One of the key benefits of digital wayfinding is the ability to bring several functionalities together within a single interface.
With ViaDirect interactive kiosks, the visitor journey can follow a simple logic:
I search for a store → I locate it → I discover its offer → I view its information → I continue my journey.
The kiosk therefore supports visitors at different stages of their visit.
In addition, it allows the shopping centre to display regularly updated content. Practical and commercial information can be accessed from the same digital touchpoint.
Highlighting retailer offers and promotions
Interactive kiosks also provide retailers with a new communication channel.
At Avant Cap, a dedicated section showcases offers and promotions from the centre’s retailers. Visitors can therefore discover the latest commercial offers available within the shopping centre.
These contents can combine visuals, descriptions and information related to each offer.
For the shopping centre, the benefit is twofold. On the one hand, visitors can more easily discover current deals. On the other hand, retailers gain additional visibility throughout the visitor journey.
The kiosk therefore becomes both a wayfinding tool and a channel for promoting the centre’s commercial offer.
A dedicated section for job offers
Avant Cap’s digital experience also goes beyond the shopping journey.
The ViaDirect software includes a dedicated “Job Offers” section. It allows the centre to showcase recruitment opportunities from its retailers.
Visitors can view the different vacancies directly on the kiosk. Each listing can include the retailer’s name, the position available, an image and the application deadline.
This feature adds another dimension to the digital experience. The kiosk becomes a source of information serving the entire shopping centre ecosystem, rather than simply an orientation tool.
A long-standing collaboration between SCC and ViaDirect
The Avant Cap project is part of a broader collaboration between SCC and ViaDirect.
Since 2017, SCC has trusted ViaDirect solutions to support the visitor experience in several shopping centres across Europe.
Sites equipped with ViaDirect solutions include Avant Cap, Le Spot, Grand Var, Place des Halles, Plaza Mar 2, Saint-Genis 2 and Ville 2.
This collaboration is driven by a shared ambition: to make commercial spaces easier to explore while showcasing the stores, services and content available to visitors.
At Avant Cap, this approach brings together wayfinding, information, commercial offers and digital services within one interactive experience.
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