- Danielle Wightman-Stone |
Bluewater shopping centre in Kent is trailing a new online shopping portal featuring more than one million items from its retailers as part of owner Landsec’s strategy of using technology to enhance the guest experience across its portfolio of retail and leisure destinations.
The online portal is non-transactional and allows customers to research particular products or product categories, seek alternatives and purchase for delivery or collection at Bluewater, through redirects to the retailer’s own websites. In addition, the portal also helps shoppers find the location of the stores.
The trial is part of Landsec’s strategy of using technology to enhance guest experience and it is hoping that the portal will create additional means by which guests can interact with its destinations when not physically there, reflecting their position as lifestyle brands.
Landsec launches online shopping portal trial for Bluewater
Ailish Christian-West, head of shopping centres at Bluewater owner Landsec, said: “Our priority at Landsec is providing guests with a unique experience, one that complements their needs and aspirations.
“Whilst nothing quite beats the physical experience of visiting one of our retail and leisure destinations, the new shopping portal reflects how people are increasingly living their lives. Our guests can now move seamlessly between the physical and virtual worlds to make purchases and enjoy experiences."
Landsec has launched a series of innovations across its portfolio with the aim of enhancing its guest experience. Earlier this year, the company introduced guest experience measurement tools and analysis across its portfolio in partnership with Service Management Group, following a successful pilot over three years at Bluewater.
Utilising voluntary online surveys, real time analysis of results and instant messaging of key findings, the technology is being used by Landsec to understand guests’ responses to events, new guest experience initiatives, and the wider retailer experience at each asset.
Images: courtesy of Bluewater/Landsec