Success story · ROS Retail · Iberebro · Telefónica

La Torre Outlet

+528K

Augmented Reality photos in the first months

Case summary

Integration of the website, app, virtual space, screens and phygital experiences of the La Torre Outlet shopping centre, managed from a single CMS.

La Torre Outlet is a latest-generation shopping centre in Zaragoza developed by Iberebro, ROS Retail and Telefónica to offer a differentiated proposal of brands and experiences in the city. The project natively integrates digitalisation across the whole facility: website, mobile app, virtual tour, screens, totems and phygital experiences with Augmented Reality spread around the centre. The whole ecosystem is managed centrally from a single Admin developed for the client, which lets the centre's team and the stores themselves update content in real time and keep the experience always alive.

Client

ROS Retail · Iberebro · Telefónica

Sector

Retail & Leisure

Service

Customer experience ad-hoc · Transformaciónales digital

528.038

augmented reality photos

119.974

visits to the virtual space

37.012

active users in the app

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01 The challenge

The most digitalised shopping centre in Spain

Iberebro, Telefónica and ROS Retail joined forces to drive La Torre Outlet, a latest-generation shopping centre in Zaragoza designed to offer a unique proposal, with brands never before seen in the city and differentiated experiences in every corner. To make it possible, the team needed a technology partner capable of bringing its most creative ideas to life and, at the same time, providing a solid, grounded technical solution to nimbly manage the centre's full complexity: website, app, virtual space, screens, totems and phygital experiences spread across the facility, without turning every update into a project.

02 The solution

A single CMS for the centre's whole ecosystem

The solution is the Admin, the internal content management system (CMS) from which both the La Torre Outlet team and the stores themselves can centrally update all the information shown on the website, the app, the virtual space, the screens and the totems with phygital experiences. This technological and creative integration streamlines daily management, keeps content always up to date and enriches the visit with interactive experiences at every point of the route. The results speak for themselves: in its first months after opening, more than half a million Augmented Reality photographs were taken.

Next step

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Key learnings

What this case teaches the sector.

A single CMS for the whole centre

In retail, the biggest barrier to keeping a digital experience alive isn't the technology, but coordinating who updates what, when and where. Centralising management in a single Admin lets the centre's team and the stores change campaigns and content in real time.

End-to-end digital transformation of the shopping centre

When a shopping centre approaches its digital transformation as a whole —website, app, virtual space, screens, phygital totems—, it stops being a "centre with technology" and becomes a natively digital retail space, where every square metre is part of the experience and reinforces the brand proposition.

Phygital turns every visit into data

Every Augmented Reality photo, every interaction with a totem and every visit to the virtual tour generates useful information on how customers behave in the centre: which areas work, which experiences attract, which times of day concentrate activity. Digitalisation turns the physical space into customer intelligence.

A digital infrastructure designed for a thousand stores, not one

La Torre Outlet isn't a single point of sale: it's an ecosystem with dozens of stores, each with its own campaigns, promotions and timings. The content manager was designed precisely with that complexity in mind, letting both the central team and the operating brands themselves update their content autonomously without creating bottlenecks.

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