Shopping Malls and Social Networks?

Retailwire recently posted that The Mall at Robinson in Pittsburgh became the latest mall to launch a social networking site, Shoptopia.

What's interesting about this network, is like others, users will have to signup and create profiles and personalize shopping preferences. The site is able to give exclusive deals and perks to consumers depending on the preferences users selected in their profiles. Shema Krinsky, marketing director at The Mall at Robinson mentioned:

"Shoptopia helps us build relationships with customers and provides them with information about the retailers and promotions that are specifically relevant to them. This allows us to translate the online shopping experience into a trip to the mall for people who love the experience of shopping in a store."

Will we see other shopping malls across the US launch similar social networks?