22nd June 2018 Iain Hoey

Mall Technology Innovation Award 2018

Hammerson Engage
Category sponsored by Premier Park

Consumer engagement has never been easier and more integrated, but this ease of use has not been widely applied to B2B tools in the workplace.

Following a series of research and focus groups, Hammerson recognised the need for agencies, brands and retail start-ups to have a better client experience when booking mall space. The result was the launch of www.hammersonengage.com.

The portal provides a front end to the industry-leading platform Hammerson has developed over the past five years. Within seconds B2B customers can now access information 24/7 on all Hammerson’s centres including demographics, site plans, photography, contact details and pricing – a level of transparency unprecedented in the industry. With the majority of brands cutting staff resources, this has proved crucial in making booking decisions fall in favour of Hammerson.

Consumers have benefited from a much wider range of in-mall activity, and in a competitive market this gives a clear reason for customers to choose Hammerson’s centres. For the first time ever, Hammerson’s 2017 customer exit surveys recorded customers noticing commercialisation activities and commenting on their quality.

Bookings from the system in year one totalled £190,720, paying back the investment in five months. For the first time, brand enquiries have been received from Italy, Denmark and the USA. Not only did the platform deliver immersive experiential campaigns from mega-brands such as Lucozade, Nintendo and Heinz, but more recently from innovative new start-ups like the Great British Fudge Factory.

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