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In short

How do you run a marketing campaign across a shopping mall’s app, email, SMS and screens without switching tools?

The marketing module lets a mall marketing team build one campaign — a sale, a promotion, a piece of news — and publish it through the app’s news feed, push notifications, email, SMS and surveys from a single portal, then read back engagement in the marketing dashboard instead of pulling numbers from four separate systems.

Mall marketing teams juggle channels that don’t talk to each other

A typical seasonal sale gets written up for social media, retyped as an email, shortened into an SMS, and mentioned to the info desk for signage — four versions of the same message, each maintained separately and each capable of drifting out of sync with the others.

When a tenant asks "did anyone see this go out," the honest answer is usually scattered across a mailbox, an SMS gateway invoice and social media insights, not one place a marketing manager can point to.

Reaching app users specifically — as opposed to boosting a social post to a broad, untargeted audience — has been the gap for malls that already run a branded app but still market around it rather than through it.

Who runs into this

Marketing manager

Owns the promotional calendar for the center and has to prove campaign reach to tenants and ownership each month.

Center management

Needs to push urgent, time-sensitive updates — a flash sale, a schedule change — without waiting on an external agency’s turnaround time.

Tenant relations lead

Fields tenant requests to feature a promotion and needs a fast, repeatable way to publish it across the channels visitors actually check.

Why it matters

Campaign speed: A flash promotion or a same-day schedule change is only useful if it reaches app users before the moment passes — that means publishing from the mall’s own portal, not queuing a request with an outside vendor.
Tenant proof: Tenants who pay for mall marketing support want evidence their promotion actually reached people; a single dashboard replaces piecing that story together after the fact.
Message consistency: One campaign record feeding the app news feed, push, email and SMS removes the retyping step where a date, price or store name gets out of sync between channels.

How the workflow runs

A campaign is built once in the marketing portal and distributed to the channels it applies to.

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1. Draft the campaignMarketing manager
Marketing writes the news item or offer once — headline, copy, dates, target audience — in the Simplaq marketing portal.
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2. Choose channelsMarketing manager
The same campaign is published as an app news post, a push notification, an email, and/or an SMS, without re-authoring the message for each one.
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3. Publish or scheduleCenter management
Time-sensitive items (a flash sale, an opening-hours change) go out immediately; planned promotions are scheduled for a start and end date.
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4. Read resultsMarketing manager
Reach and engagement per campaign are visible in the marketing dashboard, usable in tenant reporting.

How Simplaq fits

The marketing module sits inside the same Simplaq portal used for the mall app and website, so a campaign is written against the same tenant, event and store data already in the system rather than a separate spreadsheet.
News and offers published here appear in the mall’s app and, where the interactive website is also deployed, on the site — content is authored once and read by both surfaces.
Push notifications, email and SMS are treated as delivery channels for the same campaign record, not as three unrelated tools requiring three separate exports of the app user list.

What the product actually does

News publishing

Publish news posts, images and video to the app news feed in real time.

Sale and offer posts

Publish tenant offers and promotions as a distinct content type from general news.

Push notifications

Send a push notification to app users to announce an event or promotion at no per-message cost.

Email marketing

Design and schedule email campaigns to the mall’s customer list from the same portal.

SMS marketing

Send SMS campaigns to app users for time-sensitive promotions.

Surveys

Run in-app surveys tied to events or campaigns and collect visitor feedback.

Marketing dashboard

Track campaign reach and engagement, including receipt-derived purchase data where the loyalty program is also active.

Implementation considerations

App user base as prerequisite

Push, in-app news and surveys reach app users specifically — the module’s value scales with how many visitors already have the mall app installed, which usually means pairing it with a loyalty program launch to build that base.

Content ownership

Decide upfront whether center marketing, individual tenants, or both can author campaigns, since the portal supports publishing by center staff without requiring a developer for every post.

Channel selection per campaign

Not every campaign needs every channel — plan which combination of app news, push, email and SMS fits each promotion rather than defaulting to all four.

Related integrations

Mall mobile app — Primary surface for news, push notifications and surveys published through the module.
Interactive website — Where deployed, publishes the same news and offers content to the public site.
Loyalty program — Supplies the app user base that campaigns reach and the purchase data shown in the marketing dashboard.

Customer evidence

OC Novo Plaza — Unified Digital Ecosystem

Novo Plaza’s app launch ran as an omnichannel campaign across digital screens, billboards, floor stickers and roll-ups rather than a single channel, and reached 4x the activation of a single-channel launch; managing content across the center’s channels from one system cut the time spent on it by roughly 70%.

Read the OC Novo Plaza — Unified Digital Ecosystem deployment

Questions buyers ask

Can tenants publish their own promotions, or does everything go through center marketing?: Both models work. Center marketing can retain sole publishing rights, or grant tenants access to submit their own offers for review — the module doesn’t force one workflow.
Does a push notification or SMS cost extra per message?: Push notifications to app users carry no per-message cost. SMS delivery depends on the messaging volume and gateway used for the deployment — this is scoped during implementation.
Do we need the loyalty program to use the marketing module?: No — news, email and SMS work independently. Push notifications and in-app surveys require an app user base, which is typically built through the loyalty program, but the marketing module itself is a separate capability.
How is this different from just posting on the mall’s social media?: Social posts reach a broad, untargeted audience and don’t report back into a mall-specific dashboard. This module targets app users directly and gives marketing a single reach/engagement record per campaign for tenant reporting.