Shopping centre landlord QIC says it has increased the value of its property portfolio following a three year digital transformation project to improve customer experience and business operations.

A total of 14 of QIC’s shopping centres, including Melbourne’s Eastland, are now equipped with digital and IoT assets designed to deliver a omni-channel digital customer strategy. The work was done In partnership with Sydney-based digital transformation agency MullenLowe Profero.

Shopping centres and property developers are increasingly focusing on how to bring their assets into the digital age and how to create experiences that will keep shoppers coming through the front doors.

At the heart of the project is the Customer Experience Platform, consisting of three key customer touchpoints across web, mobile and in-centre kiosks.

The project involved technical architecture and experience management systems, alongside a beacon enabled communication network that powers a custom retail directory and wayfinding application akin to Google Maps for each centre.

A mobile app bridges the digital and in-centre experience. Location awareness and proximity based information is delivered through the app by a 1100-strong beacon and wi-fi network in select centres, providing visitors with turn-by-turn navigation and other location-aware information.

“We believe the future, particularly within retail, is about creating experiences, rather than simply being a place to purchase products or services,” said Aron Butcher, Digital Director of QIC Global Real Estate.

“In most cases, the experience a customer now has with a retailer is both physical and digital, and often in unison. This platform seeks to make that relationship seamless.”

“The insight attained from understanding what content and services individuals engage with for different needs and different journeys is invaluable. It helps constantly evolve and enhance our understanding of profiles, segmentation and behaviour.”

The company says 68 per cent of people have used the app more than twice. Wayfinding and store directory is the largest use cases with an average app session time of 4.4 minutes.

Outside of the app, one of the most popular user journeys on the website is a mobile user landing on the map and directory page, consumers interact with the page for an average of 2 minutes, demonstrating a strong demand for navigation features.

“As built environments change beyond measure to accommodate and service the needs of shifting population patterns, brands and developers are increasingly having to plan these spaces around new visitor requirements,” said Chris Henderson, MullenLowe Profero Sydney MD.

“We have designed this infrastructure to answer many of the questions thrown up by this process, working primarily with retailers and commercial property groups to design and create the communal spaces of the future.”

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