Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist.

The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres.

Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all industries worldwide, and SMG is one of the first companies in Australia to deploy Mist technology.

SMG chief executive Ben Walker said the partnership makes perfect sense for the company.

“We are incredibly excited to be working with the leaders in WiFi and location-aware analytics, Mist, as they share the same drive to create, innovate and provide service leadership using ground-breaking AI-driven technology.

“The Mist platform powers our market-leading analytical capabilities and Smartlite panel content, delivering advanced insights and services never seen before in Australian shopping centres, including push notifications to shoppers using virtual Bluetooth Low Energy technology and real-time shopper tracking.

“Our partnership enhances the ecosystem between shoppers, advertisers and centre owners and managers, providing centres with an unparalleled level of detail on consumer habits in-centre.”

Lyndall Pamp, commercial director at SMG, added: “As a business, we have always been focused on setting new benchmarks and paving the way in technological advances in OOH media.

“This latest partnership expands our market-leading solution, setting us apart from all other retail digital OOH media providers in Australia.”

Jeff Aaron, vice president of marketing at Mist, said today’s consumers expect a fast, reliable, high-performing WiFi service with personalised location services when visiting their local shopping centre.

“By leveraging patented AI and virtual beacon technology, Mist finally makes this possible,” he said.