New West End Company launches app

A new mobile app that connects retailers in London’s West End, providing essential resources such as up-to-date footfall and sales data, has been launched by the New West End Company, which represents 600 businesses across Oxford Street, Bond Street and Regent Street.

Built in collaboration with Mallcomm, the app uses GPS technology to show users the location of key service providers such as clean teams, welcome ambassadors, security services and shop floor workers, and connects with them on a real-time basis. It also includes up-to-the-minute information about job vacancies and internal loyalty programmes.

New West End Company said this technology has previously been used in shopping centres, but marks the first time it has been used to connect the streets of a major retail destination.

New West End Company’s managing director of the trading environment, Steven Medway, said: "Our bespoke app is designed to solve many of the operational challenges businesses across the West End face. The ability to communicate together as an area can only help build a stronger offering for the millions of visitors who come every year.

“The sharing of news and events second-by-second will help the area remain at the very forefront of global shopping experiences.”

Jayne Saunders, store manager at Marks and Spencer Marble Arch, added: “The app is a fantastic tool that provides all the data a store needs to operate in such competitive and fast-moving times.

“It allows all retailers across the area to connect, share ideas and work together – and that can only work to make our offering to shoppers stronger, more comprehensive and tailor-made to their needs.”

The app is being introduced in stages, starting with the Oxford Street retailers, and will then be rolled out across Bond Street and Regent Street next year.