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Hammerson plans extension to multichannel strategy amid signs of rising retailer confidence

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Hammerson says response to a loyalty app, introduced as the retail property company works to take its business multichannel, has been “above our expectations”. The investment company, whose properties include Cabot Circus in Bristol (pictured) says it will roll out more digital and mobile apps across its shopping centre portfolio in 2014.

The loyalty app, which comes amid signs of rising retailer confidence, currently enables shoppers at Highcross, Leicester, and The Oracle, Reading to sign up to the app and register their preferences, so triggering exclusive offers. The app gives Hammerson insight into the way customers behave when visiting shopping centres.

Today’s update, in the form of an interim management update covering July 1 to November 10, showed Hammerson had signed 94 new leases in the year to date, worth £9.1m a year – a value that is 82% up on the same time last year.

Chief executive David Atkins said retailer demand was rising in response to “improving retailer confidence”.

“We are capturing this momentum by advancing developments, refreshing our assets and pushing ahead with multichannel initiatives to enhance the shopper experience at our centres,” he said.

“We are well positioned to capitalise on opportunities in our markets.”

But while confidence about the future is rising, the intenational company also reported flat sales among its UK tenants in the third quarter of its financial year: menswear and sports goods sold well, but ladies fashion was weak. At the same time, footfall fell by 2.1%.

Tenants’ sales fell by 4% in its French business.

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