CBL & Associates Properties, Inc. Partners with mallMerlin, LLC to Launch mallMerlin Interactive Mobile Application at CBL Malls Across the Nation

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CBL & Associates Properties, Inc. announced today that it had partnered with mallMerlin, LLC to launch a smart phone mobile application designed to enhance the way consumers shop at CBL Malls. The mallMerlin mobile application will deliver special features and promotions, high definition video and in-mall navigation to consumers based on their location within the mall.

We are always looking to harness new technology to provide shoppers with a better way to shop and retailers with a great point-of-sale communication tool

CBL & Associates Properties, Inc. announced today that it had partnered with mallMerlin, LLC to launch a smart phone mobile application designed to enhance the way consumers shop at CBL Malls.

The mallMerlin mobile application will deliver special features and promotions, high definition video and in-mall navigation to consumers based on their location within the mall. Additionally, through a powerful Content Management Solution, the app allows participating retailers to customize their offers in real time by region or even at the store level. Upon entering a mallMerlin mall, consumers can elect to shop by category, by store, or by “stroll,” meaning they are browsing and window shopping.

“We are always looking to harness new technology to provide shoppers with a better way to shop and retailers with a great point-of-sale communication tool,” said Jim Ward, senior director–brand development for CBL & Associates Properties, Inc. “mallMerlin delivers on both fronts as it was developed to provide customized and real-time information directly from the retailer to the consumer. It allows visitors to CBL Malls to continue to shop as normal while taking advantage of the savings and convenience features in the app.”

“mallMerlin was intentionally designed to complement how consumers shop naturally,” said Hunter Macfarlane, chief marketing officer for mallMerlin. “Consumers can access mallMerlin’s content from any location, but the magic really comes alive when the person enters the mall. mallMerlin’s customized information and convenience enhances the shopping experience without being intrusive. Its unique format allows shoppers to access all their favorite participating retailers through one easy-to-use application.”

The consumer research conducted on mallMerlin supports its broad consumer appeal. A research study with over 1,300 mall shoppers indicated that they would visit a participating mall 10 more times a year with mallMerlin. The app will be available in the iTunes app store. Shoppers will then be able to download mallMerlin to their iPhone, iPad, and iPod Touch for free and immediately begin enjoying its many features and benefits. Additionally, mallMerlin for other smart phones are being developed and will soon become available for download.

For more information on brand development opportunities at CBL Malls, please contact Jim Ward, Senior Director–Brand Development, 800.333.7310 ext 533, jim_ward(at)cblproperties(dot)com.

About Slicker Interactive, LLC
mallMerlin is unique because it is a collaboration between experienced consumer marketing executives and one of Apple's original beta developers, Slicker Interactive, LLC. Since its inception in 2008, Slicker has produced apps for cities, universities and music, and has won multiple awards from Apple including “Pick of the Week,” “Staff Favorite” and “New and Noteworthy.”

About mallMerlin™, LLC
mallMerlin™, LLC provides mobile applications for the iPhone, iPod Touch, and iPad, specifically designed for the mall shopping experience. Together with its partner company, Slicker Interactive, LLC mallMerlin™ marries the latest mobile technology with shopping behavior research to create consumer-centric applications. For additional information on retailer sales, contact Hunter MacFarlane, Chief Marketing Officer at 336.671.1999 or Tommy Dew, CEO, Slicker Interactive, LLC at 843.813.5665.

About CBL & Associates Properties, Inc.
CBL is one of the largest and most active owners and developers of malls and shopping centers in the United States. CBL owns, holds interests in or manages 161 properties, including 85 regional malls/open-air centers. The properties are located in 27 states and total 85.4 million square feet including 2.3 million square feet of non-owned shopping centers managed for third parties. Headquartered in Chattanooga, TN, CBL has regional offices in Boston (Waltham), MA, Dallas (Irving), TX, and St. Louis, MO. Additional information can be found at cblproperties.com.

CBL Contact:
Jim Ward
Senior Director–Brand Development
800.333.7310 ext 533
jim_ward(at)cblproperties(dot)com

Katie Reinsmidt
Vice President -Corporate Communications and Investor Relations
423.490.8301
katie_reinsmidt(at)cblproperties(dot)com

mallMerlin Contact:
Kevin Bokeno
Chief Strategy Officer
336.972.9408

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