Secret Weapon in Mall Battle: Parking Apps

She checks the parking lots on her ParkMe smartphone app “so that I can see what I’m up against, or if I need to change my plans.” If a lot is below 90 percent full, the trip is on. Her favorite, not far from her workplace, is a garage at the Santa Monica Place mall, where sensors and lights guide her to a specific open space.

“It’s a daily battle,” said Ms. Scott, 29, the founder of Laudville, a social technology start-up. “Anything to make it easier makes a really big difference.”

The fight for a mall parking spot, long a necessary evil of Black Friday, is growing easier thanks to the proliferation of new technologies, from apps and sensors to color-coded lights and electronic boards.

It’s one way that malls and shopping districts are trying to lure customers away from their computers, into the realm of their brick-and-mortar stores.

“What happens when there’s no spots? People drive around and become frustrated,” said Kathy Grannis, a spokeswoman for the National Retail Federation. “Who wants to start their shopping experience frustrated?”

ParkMe, which tracks more than 28,000 locations worldwide, has emerged as a mainstay app for mall customers navigating the nation’s parking lots. With the app, they can find the closest and least expensive lots, as well as alternative garage entrances. The app’s user base surged 97 percent in the past year, and it is adding hundreds of garages to its database.

“If there’s a way to get in off the beaten path, you can reduce stress,” said Sam Friedman, ParkMe’s co-founder and chief executive.

The app’s technology is simple enough: a magnetic loop at the garage clocks the number of times the gate lifts to admit or release a car, Mr. Friedman said. ParkMe also lets a customer reserve a spot in certain locations, like the Shore Hotel down the road from Santa Monica Place. Ms. Scott said she used that service during busy summer months.

Other parking apps are gaining traction as well. Parkopedia, which is linked to 26,000 lots in North America, also allows users to search parking sites, availability and prices using their smartphones. QuickPay plans to start in hundreds of malls in the United States next year to help shoppers pay for garage and metered spots and valet services from their smartphone.

“Parking is the gateway to the shopping experience,” QuickPay’s founder, Barney Pell, said. “It can mean the success or failure of your whole business.”

Customers expect more than they did 10 years ago, said Casey Jones, a vice president for institutional services at Standard Parking, the Chicago-based provider of parking facility management services, and a past chairman of the International Parking Institute.

“They want real-time information, they want price choices and they want to be directed to an open space,” Mr. Jones said.

Jessi Molohon, a 23-year-old student at the University of Texas at Austin, is one such customer. She said she uses the ParkWhiz app when traveling to stores in downtown Houston or at the Houston Galleria to help find garages and compare prices.

“Parking can be anywhere from $6 to $12 on the same street, so I want to make sure I’m not overspending on parking when I’m going to overspend on shopping,” Ms. Molohon said.

An app called A Parking Spot lets Ms. Molohon pin her favorite parking spaces on a Google map so that she can navigate there next time.

“I have it down to a routine,” she said. “There are some spots I know of that are just easy to get in and out of that will help me save time and avoid the holiday traffic just a little.”

There is no data available on the number of mall garages outfitted with sensors to help keep track of vacant spots, but analysts say the rate of adoption for mall infrastructure and the number of parking apps is doubling or tripling year over year.

Taubman Centers, which owns and manages 22 malls in the United States, installed sensors in the garages in two of its centers to show shoppers on which floors they could find open parking spots. Installation costs $50,000 to $100,000 per location.

But parking is only half the battle. When a customer is ready to leave, there is the matter of finding the car.

This article has been revised to reflect the following correction:

Correction: November 28, 2013

An earlier version of this article rendered incorrectly the name of one app. It is ParkWhiz, not Parking Whiz.

Bits Blog: A Data Weapon to Avoid the Next Financial Crisis

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Gadgetwise Blog: When Superman and Batman Battle, You Need a Big Weapon

The “Injustice: Gods Among Us” Battle Edition includes the video game, three skins and a fight stick.

Accompanying the release on Tuesday of “Injustice: Gods Among Us,” the new fighting game from Warner Bros. Interactive Entertainment, was a range of supporting products, including comic books, action figures, an album and a mobile app. One of the largest accessories is a fight stick that is included with the Battle Edition of the game.

A fight stick is hardly the agile combat weapon it sounds like; it’s basically a large, boxy game controller used by serious gamers for tournament play. It’s designed to mimic arcade-style game play, complete with a joy stick. It looks like a throwback to a more primitive era of video games, when Pac-Man was chomping ghosts on an Atari 2600 console.

But the “Injustice” fight stick has its advantages. First, it weighs a mere 3.5 pounds, light enough to rest on your lap. And it has a nonskid surface on the bottom, making it coffee table friendly (although it takes up a lot of real estate).

The biggest benefit, however, is the arrangement of the controls on the top. Eight oversize, illuminated buttons are clustered near the joystick, making them easy to reach with one hand.

The Battle Edition does not come with a manual, so thankfully the setup is intuitive. It has only a single 10-foot USB cable that connects directly to the console. I wish it included a wireless connection.

This was my first experience using a fight stick, but it made playing the game so much easier. Even with its ergonomic design, my Xbox controller was giving me tendonitis. With the fight stick on my lap, I could sit back on the couch and really enjoy the Mortal Combat-style battles among the superheroes and villains of the DC universe.

The “Injustice” Battle Edition is available exclusively at GameStop for $150 and is compatible with PlayStation 3 and Xbox 360 consoles. Included with the fight stick are the “Injustice” video game and three downloadable skins for Batman, Wonder Woman and Superman. I don’t know how much excitement the fight stick would garner among casual game players, especially at that price, but for serious gamers, bigger is better.