Trinity Leeds focuses on customer experience excellence to revive the physical retail space

Published on 19 November 2013 by in Latest News

Trinity Leeds customer experience Trinity Leeds focuses on customer experience excellence to revive the physical retail spaceLabelled ‘the most digitally enabled retail and leisure destination in the UK’, the newly developed Trinity Leeds shopping complex offers consumers a more enjoyable multi-channel customer experience through innovative technological features.

“Our expanding digital estate helps to connect our retailers with their customers,” explains Claire Reynolds, marketing manager at the centre’s parent company, Land Securities. “We continue to look for ways to evolve our shoppers’ experiences, whether it is through our social platforms, free Wi-Fi, personalised apps and large format gesture walls.”

The giant interactive touchscreen panels that Reynolds refers to form a key part of what really sets the Leeds-based development apart from traditional shopping centres. Firstly, these screens deliver real-time information for customers on current special offers, traffic and transport news, fulfilling a practical customer service purpose.

More importantly though, the screens also host a variety of inventive entertainment features. Consumers can play gesture-controlled games to see their name on a giant leader-board, or post Instagram photos of their meals from the centre’s restaurants to the screen. In each case, shoppers are encouraged to share their email address with the brand in order to enter a prize draw.

As a result, beyond ensuring consumers remain within the centre for longer, these interactive features mean the brand can compile a more rounded profile of each consumer and their shopping behaviour. Through this understanding of each visitor, the brand can then create a more personalised customer experience for each individual; something it has already attempted to achieve online.

Both the Trinity Leeds website and mobile app feature opportunities for the customer to tailor the service to their own needs through CRM system integration and customisation options. For example, app users can choose specific interest areas to receive relevant shopping offers from stores within the centre, or tag their favourite retail brands to return a personalised location map of the complex. Thanks to free WiFi throughout the centre, these digital features provide a more convenient, captivating shopping experience both in-store and out, helping Trinity Leeds forge strong relationships with customers however they choose to shop.

Contact numero for further guidance on how retailers can build lasting bonds with consumers in a multichannel era.

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