Australian shopping centres are at a pivotal moment. With online shopping continuing to rise – an estimated 83% of Australian households shopped online at least once a month in 2024 – physical retail spaces must adapt to remain competitive.
Equally, studies have highlighted the growing influence of smartphones on the consumer decision journey and customer experience within the retail industry. One study pointed out that nearly 60% of shoppers use their smartphones to look up product information and prices while shopping in brick-and-mortar stores.
Consumers today seek more than just a place to buy products; they want experiences that make a trip to the shops worthwhile. To meet these evolving expectations, shopping centres are being reimagined as vibrant, smart, and connected lifestyle destinations that blend retail with dining, entertainment, and interactive experiences that e-commerce cannot replicate.
Imagine shopping made seamless.
In A Trip to the Mall of the Future, we follow the Jensen family on a futuristic retail adventure at NovaMall 2050 – where technology anticipates every need. From voice-directed parking and smart floor sensors to holographic shopping assistants and AI-customised food orders, the experience is smooth, safe, and deeply personalised. With facial-recognition checkouts, 3D-printed toys, and autonomous security features, the story paints a vivid picture of what’s possible when advanced connectivity meets retail. It’s a compelling glimpse into how smart infrastructure could transform not just how we shop – but how we feel while doing it. [Read the full story here.]
As we look to the future, retailers must be ready to embrace this vision and transform shopping centres into the connected, immersive destinations that customers crave. Wireless connectivity is essential to bringing these technologies and vision to life. A positive retail experience is dependent on having the right network infrastructure and partner.
Understanding distributed antenna systems (DAS)
A distributed antenna system (DAS) is a network of spatially separated antennae connected to a central source, extending wireless cellular signals throughout a building or facility. A DAS ensures seamless mobile network coverage and connectivity, particularly in large buildings like shopping centres, where traditional cellular signals can struggle to penetrate. In shopping centres, DAS enable high-quality, uninterrupted mobile service for customers and retailers, enhancing both the shopping experience and operational efficiency.
Key use cases of DAS for in-building connectivity (IBC) in shopping centres
A DAS plays a crucial role in providing reliable IBC that supports modern technologies, enhances operational efficiency, and improves customer experience.
Ensuring seamless connectivity for shoppers
Guaranteeing reliable mobile coverage throughout large, multi-level shopping centres allows customers to stay connected for various purposes, such as browsing product information, using mobile payment apps, or navigating the centre via location-based services. It ensures that mobile network connectivity is always available, to access social media apps or to make voice and video calls, even in crowded areas.
Supporting advanced security systems
Safety is a top priority for shopping centres, and a DAS helps ensure that real-time communication systems for staff, such as security personnel, operate without disruption. The DAS network enhances communication during high-traffic or high-risk situations, providing effective coordination and immediate responses. It also offers visitors access to reliable mobile coverage for emergency calling and messaging, which improves safety across the shopping centre.
Enabling IoT and smart systems for operational efficiency
Modern shopping centres rely on a range of Internet of Things (IoT) devices to manage everything from energy consumption to asset maintenance. A DAS provides the essential connectivity for these systems, enabling operational optimisation in real-time, improving energy efficiency, and reducing operational costs. The reliable in-building connectivity ensures that IoT systems function smoothly, supporting a smarter, more efficient environment for both customers and staff.
Optimising parking and traffic management
DAS is instrumental in managing smart parking systems, helping to direct drivers to available spaces and provide real-time parking availability. It also supports services such as on-demand valet parking, tracking EV charging station availability, online payment options, and time tracking – all accessed via mobile apps.
Enhancing customer engagement through personalisation
Shopping centres increasingly leverage mobile technology to offer personalised experiences, such as tailored promotions, loyalty rewards, and dynamic pricing. DAS supports location-based services that enable retailers to send targeted messages to shoppers, offer real-time discounts, or provide interactive content on digital signage. It can also support technologies like augmented reality (AR) for virtual try-ons and interactive product displays, enhancing the customer experience.
Improving mobile payments and e-commerce integration
As mobile payments and e-commerce integration become integral parts of the shopping experience, DAS ensures that these services function smoothly by providing strong, reliable connectivity. Whether customers are making in-store purchases using mobile wallets or engaging with click-and-collect services, DAS supports uninterrupted mobile data traffic, enabling a seamless transaction process and enhancing convenience for shoppers.
Enabling real-time communication for staff and operations
DAS improves internal communications within shopping centres, enabling seamless, uninterrupted communication between staff members across various departments. Whether it is retail employees, maintenance teams, or security personnel, DAS makes sure that voice and data communications remain reliable, even during peak times or in areas with challenging building layouts. It supports operational apps used by teams, such as inventory management, billing, workforce management, order fulfilment, and payment systems, ensuring smooth operations throughout the centre.
Future-proofing Australian shopping centres with DAS
As shopping centres continue to evolve to meet consumer expectations and adapt to the growth of e-commerce, DAS are proving to be essential in providing reliable, high-quality in-building connectivity.
DAS not only supports mobile connectivity but also enables the seamless operation of critical technologies such as smart systems, mobile payments, and real-time customer engagement. DAS also plays an important role in enhancing safety, providing essential emergency services and reliable communication for both staff and visitors. By implementing DAS, Australian shopping centres can ensure they remain competitive, creating connected, smart environments that meet the demands of both consumers and retailers. With DAS, shopping centres are well-positioned to provide the next level of convenience, security, and personalised experiences customers crave.
