Forget One-Stop, It's One-Touch Shopping

LOS ANGELES–Looking for dinner reservations, movie tickets or even drinks to be delivered poolside at the Americana at Brand or The Grove? There’s an app for that.

Last month, Caruso Affiliated, the developer of both the Grove in Los Angeles and the Americana at Brand in Glendale, Calif., debuted One Touch Concierge, a smartphone application that allows users to locate or order a number of services from the center. The timing is not coincidental – Caruso wanted the technology, under development for about four months before launch, in time for holiday shopping.

“[The idea] actually came from one of our staff using an application at a local resort,” Paul Kurzawa, EVP and COO, told GlobeSt.com. Caruso contacted Hollywood-based Runtriz, an interactive design and software firm that specializes in web design, development and interactive touch screen solutions to create the application.

The Grove and the Americana were chosen because they are Caruso’s flagship properties, Kurzawa explained. In particular, the Americana’s residential component can take even more advantage of the service. The program also is accessible by computer at www.americanaatbrand.mobi or www.thegrovela.mobi, for the Americana at Brand and the Grove, respectively. Shoppers download the application onto their iPhone, Palm or Blackberry obtain a login by visiting either center’s concierge desk. Services are available seven days a week, as is information about each property, including stores, restaurants, operating hours, special events and directions.

Registered users then are able to make restaurant reservations, buy movie tickets, have a stroller or wheel chair delivered, get packages picked up and brought to their car. An additional advantage is that shoppers can make the reservation from home, with the stroller, wheelchair or bellman ready to meet them when they arrive at the project.

Those who live at the Americana have additional services available, including the ability to have drinks and food to be delivered to their home or poolside, read the monthly resident newsletter and handbook, reserve a time for a car wash or arrange for a bellman to assist with packages or groceries when they get home.

Caruso’s concierge staff received hours of training to work with the new program. The additional services have not resulted in more hiring.

“We didn’t need to add staff,” Kurzawa said. “This takes existing staff and makes us more efficient.”

Meetings were held with the centers’ tenants to inform them about the programming, but minimal instruction was needed, he said. The program was beta-tested by both Americana residents and members of Caruso’s loyalty program.

“The residents loved the fact they could order in-room dining, pick up their dry cleaning and get their car washed, all at the touch of a button,” Kurzawa said, while retail guests enjoyed being able to get assistance with their packages.

And so far, so good.

“We’re pretty much in line with our expectations,” Kurzawa said. “The application is performing as expected.”