Westfield launches new shopper app

Westfield has launched a personalised mobile app,

My Westfield, which offers customers shopping content from its retailers using new ‘Swote’ technology.

The app for both Westfield London and Westfield Stratford City shoppers, asks customers to ‘Swote’ by swiping and voting – up for like, down for dislike, to create a customer profile of over 600 interests, 2,000 brand affinities and 84 demographics based on the retailers that the shopper likes best.

Created using nFluence’s autograph technology, the app will continually develop to shoppers’ needs and will become more tailored each time it is used.

Retailers including John Lewis, Debenhams, Lacoste and Hobbs have signed up to the app and are offering exclusive discounts of up to 70 percent off. The free My Westfield App is currently only available on iOS, but the Android version is set to follow later this summer.

Westfield, general marketing manager, UK and Europe, Myf Ryan, said: “With the explosion of smartphone sales and our customer’s desire to utilise their mobile whilst shopping in our centres, this is an important launch to meet shoppers’ future needs and truly personalise the shopping experience.”