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Enhancing the retail experience for 4m+ customers

Hammerson operate 36 shopping and entertainment centres, across 7 countries with 4,700 tenants and 380m visits per year

They have 20 flagship destinations, 7 retail parks and 9 premium outlets and each one serves a different purpose based on its size, location and use of space. In the UK their centres include the Bullring, Brent Cross, Bicester Village, Croydon Centrale and Bristol Cabot Circus.

Hammerson wanted to invest in the in-centre experience to increase visitor numbers, frequency of visit and dwell time in their centres. This gives their tenants, the shops, restaurants, bars and cinemas more customers and more time to engage and entertain them.

The question was how to use technology, powered by customer data to improve the experience?

Transform helped to develop a technology platform, including customer-facing app, to enhance the experience pre, during and post visit.

The Apps provide end-to-end engagement for each visit.

Pre-Visit: Visitors can understand opening times, which shops are there, see a map, plan a route including where to park, see what restaurants and bars are there and what’s on at the cinema or special events.

During Visit: Visitors use the App in centre to find outlets, plan their route and see live offers. Individual offers can be delivered through in-App push messages to visitors to encourage visits to specific outlets or to stay in the centre for longer through extended parking or restaurant and cinema offers.

Post Visit: Communications through emails and App messages share news of upcoming events and offers, giving reasons to plan the next visit.

To deliver this, Transform have delivered for Hammerson:

  • Data platform selection & implementation

  • Single customer view

  • Reporting dashboards

  • Customer segmentation

  • Innovation and service development

  • Partner selection

  • Marketing and media strategy integration

Transform has worked alongside us as a partner, helping us structure and deliver adapting to the daily challenges of transformational change. Their collaborative approach and team expertise have been central to ensuring a successful delivery for Hammerson.

Group Head of Multi-Channel, Hammerson


Some numbers...

4m+ of app downloads

75% increase in visits

21% increase in dwell times

57% increase in average spend while in centre

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