London’s Westfield Shopping Centre group has began rolling out an innovative new mobile app that aims to create a more convenient, personalised customer experience for each individual consumer.
Commenting on the app launch within The Drum magazine, Westfield’s general marketing manager, Myf Ryan, states;
“With the explosion of smartphone sales and our customer’s desire to utilise their mobile whilst shopping in our centres, this is an important launch to meet shoppers’ future needs and truly personalise the shopping experience. Westfield is firmly focused on developing innovative multichannel technology solutions to drive sales and footfall for our retailers.”
Unlike other retail brands, Westfield do not require customers to input personal contact details in order to use the new app. This provides a vital opportunity for the group to better connect with consumers who are concerned about keeping personal details private.
Instead, the app asks users to vote on their shopping likes and dislikes to create a profile of each user, including over 600 interests, 2000 brand opinions and 84 demographic options, giving customers control over the information they share.
This CIM data is used to tailor content sent through the app to a customer’s preferences, sending them only information on the events, product launches, offers or fashion guides relevant to their own tastes. Using location tracking to register when users enter the shopping centres, Westfield will also be able to direct this information to customers at the most opportune moment, with leading brands including John Lewis and Debenhams already signed up to the scheme.
Finally, by allowing the consumer to view and edit their own preference profiles, Westfield will also be able to continue to develop the accuracy of thisservice to better fit the needs of each customer every time they use the app.
To learn more about the benefits of offering customers a more personalised level of service, contact numero.