Simon partners with Adentro to enhance retail experience

Simon has announced a collaboration with Adentro to integrate the WBA OpenRoaming technology into its properties across the United States, aiming to unify the shopping experience with digital advancements.

Simon Media & Experiences will incorporate Adentro's omnichannel retail marketing platform into its offerings. This collaboration will use secure profiles on consumers' mobile devices to drive customer engagement and retention. 

Tiago Rodrigues, CEO of the Wireless Broadband Alliance, said, "By enabling advanced location-based intelligence, Adentro's support for OpenRoaming enhances the curated first-party data from Simon, driving sales and supporting business growth for retail brands. This innovative approach highlights how Adentro's technology can foster retail innovation, refine communication strategies, and elevate the shopping experience, setting a new industry benchmark."

The partnership marks a concerted effort to merge physical and digital retail experiences, a trend evident in the growth of the connected commerce market. In the United States, spending on connected commerce is projected to surpass USD $112 billion in 2025, with significant growth in retail media networks.

"We are excited to support the Simon Media & Experiences team to help retail brands optimize their omnichannel campaigns to drive measurable commerce outcomes," said Ben Matlin, CEO at Adentro. "Our technology will equip omnichannel retail brands and agencies to maximize their investments across Simon's properties and identify opportunities for growth in the ever-evolving retail landscape."

Adentro's platform allows for the collection and utilisation of exclusive first-party data generated through Wi-Fi engagement across Simon's venues. This data will enable brands to curate high-intent audiences targeted for advertising campaigns through various digital mediums.

Simon Media & Experiences anticipates that this collaboration will enhance the ability of retailers to connect with consumers, both online and in their physical stores. 

"Simon Media & Experiences is thrilled to be working with Adentro, an industry leader with extensive experience building in-store retail media networks, to help connect retail advertisers with our engaged and loyal shopper base," said Chip Harding, Executive Vice President of Simon Media & Experiences. 

"Through this collaboration, our retailers and brands will be able to reach and engage with Simon shoppers both in the mall and online to create a cohesive and personalized shopping journey, increasing visibility and driving them to their physical stores and websites."

The alliance with Simon Media & Experiences expands Adentro's network, which includes partnerships with notable industry entities such as Experian, LiveRamp, Adobe, and Cisco. These collaborations further enhance Adentro's omnichannel retail marketing capabilities through advanced Wi-Fi-enabled solutions.