The retail developer says Trinity Leeds will mark “the beginning of the next generation of shopping centres” when it opens on March 21, as “the UK’s most digitally enabled mall” where online meets the bricks-and-mortar store.
The new centre, believed to be the only major retail and leisure develoment on course to launch in Western Europe this year, will offer what Land Securities describes as an “all-digital experience”. Features will include personalised shopper communications through a new website that features an embedded CRM system, a mobile app, a network of digital screens, free wi-fi, Google Product Search and a service team equipped with iPads and a service app to help retailers and shoppers alike get the most from customer visits to the centre.
Sean Curtis, head of business marketing and brand partnerships at Land Securities, said: “Our new CRM system allows Trinity Leeds to segment customer data and improve communications with visitors ensuring they only receive content and offers relevant to them. This level of personalisation will also be on offer via the Trinity Leeds mobile App as well as retailer information and wayfinding all at the touch of a button.”
Four giant digital video walls will feature gesture recognition, allowing shoppers to interact with them. They are part of a network of screens that will promote retailer offers, cinema and event details, centre information and public transport details in real time.
Land Securities says the new digital features will help retailers meet their customers’ needs more effectively, improving the overall shopping experience.
“We have created a unique environment to connect our retailers with their customers,” said Curtis. “We can deliver retailer news, events and offers, all based on a consumer’s preferences almost instantly via our mobile and main websites, through the Trinity Leeds App, on the centre’s screen network and in tailored e-mail communications. A win-win for our customers and retailers alike.
“The 23 million visitors who come to Trinity Leeds every year will be highly engaged and in active shopping mode. Brands will be able to engage with them throughout the entire customer journey from planning their visit on their computer, to their arrival, via the advertising and events they experience in the centre, creation of content for the digital screens and conversations held through social media channels. We have brought together a powerful mix of partners including JC Decaux, Ocean Outdoor, Space and People and Grand Visual to offer brands an unrivalled opportunity to create a truly immersive experience at Trinity Leeds.”
• The news comes as search giant Google is thought to be considering its own move into high street retail. The 9-5 Google blog says an “extremely reliable source” has confirmed that the company will open its own stores in the US by Christmas. The company already sells its Chromebooks and Google Nexus phones through store-in-a-store outlets in retailers including PC World and Dixons in the UK. New Google stores would also give the company a chance to demonstrate products such as its upcoming augmented reality glasses, Google Glass.