Local shopping center unveils new e-commerce innovation

Option lets guests search retail product availability online before visit

Dearborn’s Fairlane Town Center, a three-level super-regional shopping center in the Detroit market, announced today it has launched a new e-commerce platform called “Shop Now!” that will enable its customers to search all products and in-store inventories from select stores at the shopping center using the center’s existing website.

Shoppers can use the tool to pre-plan their in-person visit, adding products to a wish list, which acts like a shopping list, to help make their in-person visit more efficient and enjoyable.

The tool will help those planning a trip or those already at the center by showing, in real time, what items are in stock at their favorite retailers.

“We are excited to launch this innovative, first-to-market program in the Detroit metropolitan area just in time for back-to-school shopping,” says Dan Fayad, general manager for Fairlane Town Center. “Shop Now! will give our guests extraordinary access to product and inventory information for their favorite Fairlane Town Center retailers, as well as the ability to build a wish list and access that information from the comfort of their homes or on their cell phones, helping them plan their visit before they arrive. Why shop online when you can Shop Now?”

To entice shoppers to try the new Shop Now! platform and its “wish list” tool, Fairlane Town Center will hold a “Win Your Wishlist” contest from Aug. 23 through Sept. 23. Guests simply log into the Shop Now! platform on the center’s website at https://shopnow.shopfairlane.com, create their wish list, then submit it via the website. The center will randomly select one lucky winner who will receive up to $500 to use toward the items on their wish list.

Centennial, the real estate investment firm that recently purchased Fairlane Town Center, first launched Shop Now! in late 2020 on several of its shopping center websites, beginning with MainPlace Mall in southern California. At that time, the cutting-edge Shop Now! platform, created in partnership with Adeptmind, a leading technology company specializing in artificial intelligence and e-commerce applications, was the first of its kind in the U.S.

Since then, Centennial has added Shop Now! capabilities to the websites at a number of the shopping centers it owns or manages nationwide. With today’s announcement, Fairlane Town Center becomes the first shopping center in the Detroit area to add this unique kind of search engine to its many service offerings.

“Centennial has earned a reputation as a thought leader in the retail real estate industry, and our relationship with Adeptmind is yet another example of our innovative nature,” says Colleen Heydon, Senior Vice President of Marketing, Centennial. “With Shop Now!, Centennial has once again led the industry with a new service that revolutionizes the way people interact with their local shopping center.”

The Shop Now! platform is incredibly intuitive and easy to use. There are no apps to download; it’s as simple as visiting the shopping center’s website and using the search bar or clicking Shop Now! from the main navigation menu to shop and compare the products of retailers at Fairlane Town Center.

There are currently 24 retailers participating in the Shop Now! program at Fairlane Town Center, including customer favorites such as Macy’s, Foot Locker, H&M and ALDO.

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