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Shopping Centre, Northern Ireland Using Wi-Fi integration to grow – and activate – shopper data for Bloomfield

The Background & Challenge

Bloomfield is a large regional shopping centre and retail park on the outskirts of a seaside town in Northern Ireland. They are anchored by Marks and Spencer, Next and Tesco and have a retail mix of food, fashion and services. Average visitor frequency is three times per week.

This centre had a very small number of datasets and wanted to reinvigorate collection and effective use of visitor data.

 

 

The Solution

Independently of the shopping centre’s marketing efforts, Velocity integrated our data, personalisation and insights platform, Darius® for Retail with the centre’s customer Wi-Fi. In practice, this involved working with the centre’s Wi-Fi provider to create a captive portal page.

To support the initiative, Velocity's retailer liaison team visited the centre weekly to gather Wi-Fi-only offers. Customers who joined (and automatically re-joined) the Wi-Fi network within the centre were sent a message with details of all the offers that were available that week (once per week due to the average visit frequency).

 

The Results

After the first three months…

  • The centre had significantly increased their database with GDPR compliant zero-party data
  • Average weekly database growth of 24%
  • An engaged, opted-in database, tagged for segmentation and personalisation
  • 78% of tenant retailers had provided offers
  • 34% open rate (15% above industry average) 29,000 offer page views
  • An exit survey was completed by 33% of the database

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