Telefónica digitises shopping complex in Spain

  • September 23, 2020
  • Steve Rogerson

Telefónica has turned Zaragoza’s La Torre Outlet into the most digitalised shopping complex in Spain. The centre integrates connectivity, communications and wifi infrastructure with IoT, big data and artificial intelligence (AI).

The aim is to offer shoppers an experience combining the real and digital worlds. This commercial complex could be a pioneer in the world in the development of its 3D digital twin, in other words, a virtual recreation designed by Imascono, a company from Aragon.

The project has entailed an investment totalling €100m and generated a thousand direct jobs as it aims to offer its visitors a fully digitalised concept in terms of leisure and shopping.

Telefónica has been responsible for integrating the network connectivity, communication and wifi infrastructure capabilities with IoT, big data and AI to merge the physical and digital worlds.

By implementing these technologies, the centre’s consumers and the carriers housed in it will be able to enjoy a brand-customer relationship model based on an omnichannel and personalised commercial offer.

“We’re presenting an innovative commercial area born with a digital DNA that we hope will bring full value to our future visitors,” said Alfonso Solans, chairman of Iberebro Group, a project partner and promoter. “Aspects such as omnichannel, digitalisation and user experience have been present since the genesis of the project, with the aim of creating a new commercial area with high added value in terms of technology and innovation, constantly positioning the user at the centre of everything.”

With regard to the IoT, big data and AI technological capabilities delivered by Telefónica, La Torre Outlet has an interactive management dashboard that integrates all the available data sources to help the centre optimise its data-based decision-making, making it one of the first shopping centres of this kind in Spain. In addition to the data sources that come from the centre’s IoT sensors, the customer’s knowledge is reinforced by the insights provided by Telefónica.

This will allow the centre and the stores that comprise it to perform more effective management by making decisions in real time and developing data-based action plans. It will also enable them to identify potential customers and to anticipate purchasing behaviour, both in the shopping centre and on the web site.

“Working on the customised digitalisation of this centre, a highly iconic location for Zaragoza, has been a technological challenge that practically the whole of Telefónica has been involved in,” said Gonzalo Martín-Villa, global director of the IoT and big data unit at Telefónica Tech. “This project has, once again, enabled us to demonstrate our abilities as experts in the digitalisation of spaces and as a technological partner in any digital transformation project.”

The project encompasses the conceptualisation, design and execution of all the audio-visual elements, including the digital signage, different media, and the generation and adaptation of the contents. These elements include an LED video wall in the shopping centre’s main plaza, with a high-resolution surface area covering 141m² (2880 x 768 pixels), one of the largest in Spain.

The contents of this and other screens are managed by a smart retail platform, allowing management of both the contents themselves and the synchronisation with the lights and incidental music provided for the visitors.

The centre’s integral security constitutes another fundamental part of its digitalisation, operated from Telefónica’s security control centre.

With the aim of providing a digital experience, Telefónica Tech has deployed Magic Mirror, an augmented reality product to simulate an interactive photo call by means of which customers can take their own snapshots and project them onto the video wall.

La Torre Outlet Zaragoza will also become the first shopping centre in the world with a 3D digital twin, in other words, a virtual recreation of it developed by Imascono, an Aragonese studio that specialises in augmented reality. Among other features, this virtual space will enable users to stroll around the centre, discover its stores and, in the future, make purchases, meet friends and get to know new people.