Mall of America launches elf hologram concierge to help guide gifting


Mall of America has launched an interactive hologram called “Ellie the Elf”,  which acts as a concierge and helps advise customers on which gifts to buy their loved ones this holiday season.

Activated via voice command, customers can interact with the hologram, which lives on a screen in the shopping center, by standing next to a small control board, and speaking into a microphone. 

The experience operates much like a chatbot, going down the route of a decision tree to get to suggestions for users. When users ask “Ellie, I’m looking for a gift for my mom”, for instance, it then responds by asking further questions to determine the perfect gift.

The aim of the experience, which was created in partnership with VNTANA, is to both ease the shopping journey for customers, and create a fun interaction.

“At our core, Mall of America is an experiential retail destination,” said Sarah Townes, VP of marketing at the company. “VNTANA’s hologram technology is a great way to capitalize on our multi-channel chatbot we launched last year and provides yet another interaction for guests to experience that not only offers a fun interaction but also assistance to those searching for gift ideas this holiday season.”

When approaching the hologram, customers are also invited to find gifts via different categories of suggestions. These are broken down into women, men, teens, kids and babies, for instance, after which new categories emerge such as “tech” or “experience”. 

The concierge can then also show customers where they can find the specific items they are looking for, by explaining on which level and area of the mall they are located.

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