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Hammerson using geowave technology in new app

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Hammerson has launched customer loyalty app Kudos to bolster its digital offer and further enhance both the digital and physical experience for its shoppers and retailers.

As part of its wider multichannel strategy, Hammerson has launched the new app, which is compatible with Android and iOS mobile phones, at two of its shopping centres, Highcross in Leicester and The Oracle in Reading before rolling Kudos out across its ten major UK centres.

According to research by VoucherCodes.couk conducted by Ipsos this month, over 50 per cent of UK consumers now use their mobiles while shopping, meaning retailers and brands have to offer an exceptional experience across all channels to capture shopper loyalty.

Utilising intelligent geowave technology to understand customer shopping behaviour, Kudos ensures customers receive real time updates and offers as they enter the shopping centre which can then be redeemed with retailers.

To further support retail sales, consumers who download the app will receive two tiers of offers; retailer offers that are available in-store that day, which are then boosted by bespoke promotions to Kudos members based on their selected preferences and regular shopping habits.

The first wave of retailers taking part include Debenhams, New Look, Levis, Aldo, TM Lewin, Crabtree & Evelyn, Carluccio’s and Patisserie Valerie with more expected to sign up as the app builds customer loyalty.

The app also connects with Hammerson’s parking technology for the first time to provide Kudos members with real time parking offers which can then be scanned at the machines to deliver parking discounts. This enables the centre to further incentivise customers to shop in off-peak periods as well as capture offers that promote retail and leisure usage to increase dwell time.

Stephen Brown, Group Marketing Director at Hammerson, said the app was designed to give the firm a deeper understanding of customers and how they shop at Hammerson’s centres.

“Our retailers understand their customers’ habits and Kudos will enhance our knowledge of our shoppers’ behaviour. By combining our insight we can deliver a more compelling in-centre and digital experience to enhance retail sales and shopper loyalty,” he said.

In addition to displaying news and offers, Kudos will also display social feeds from YouTube, Twitter, Instagram and RSS feeds from all related retailers to keep shoppers informed on various brands.

Published on Wednesday 23 October by Editorial Assistant

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