Brighton’s busy shopping centre, Churchill Square wanted an app for shoppers – to improve their experience, add value, help with wayfinding, and deliver offers, promotions and discounts from the 80 retailers they housed. But behind the customer benefits, they also wanted to drive loyalty, boost sales, increase dwell time and capture customer data for future marketing opportunities. They wanted it to be simple, focussed and intuitive – the kind of app that’s just as easy for shoppers to use as it is for centre staff to update and manage. Customer engagement and increased loyalty where also high on their priorities, as well as gathering data to build customer profiles. In simple terms, they wanted an app to deliver an industry leading solution – and we were the natural choice to help them deliver it.
Our simple solution made it easy for shoppers to redeem offers using a QR reader built into the app, which scanned a code displayed at the till. This gives really accurate stats on interest, redemption and value – and helps develop a greater understanding of individual shopping habits. Armed with this knowledge, they can use profiling and segmentation to make marketing campaigns more targeted and more effective.
Plus, with the deployment of beacons throughout the centre, they are able to target specific offers and communication based on a shopper’s location and profile. The solution then generates timely push notifications direct to the shopper’s device in-centre at the most relevant location.
The final solution was a gated application called ‘My Brighton’. So in order to gain access, customers have to sign up. But thanks to our simple process and the benefits they’ll receive once signed in, we saw an amazing conversion rate of around 75%.
Ensuring shoppers sign in means Churchill Square can see who’s redeeming which offers – which builds up a profile of each customer. Detailed reporting allows the marketing team to analyse consumer behaviour and redemption – making marketing more personal by intelligently targeting users by interests and demographics.
An app that adds value
The incentive for customers is the offers – and there are plenty of them. As soon as they open they open the app, they’re confronted with dozens of discounts on food and fashion – as well as competitions and offers for Churchill Square retailers and beyond.
The app has customisable areas to allow the grouping of content to target consumer groups. Easy competition entry via scanning QR codes in the centre allows consumers to engage whilst driving footfall. Push notifications and targeted offers are also used around the centre, using the shopper’s location as a trigger.
Redemption made easy
To redeem an offer, there are no forms to complete or coupons to print out. A customer simply has to open the app and click redeem on any offer they like the look of. This opens up a QR reader, which simply scans the code at the checkout. It’s as simple as that, and the offer is redeemed.
We also give users the chance to share the offers through their social media channels or through private message, promoting Churchill Square, the individual retailers and driving sign up to the app