Mirvac Retail has rolled out a new tracking tool designed to help customers navigate busy periods and time manage their physical trip to the shops.
The traffic tracker application, now available on each portfolio website, not only responds to COVID-19 concerns about heavy crowd periods at centres but is a continuation of constant review of shopper needs and focus on customer pain points.
A simple page on the website under ‘Plan Your Trip’ shows tracking data across each opening hour of the day from the previous week, on a day by day basis, to analyse preferred times to attend the centre and improve the customer experience. The traffic data is presented in similar format to Facebook’s Popular Hours and Google’s Popular Times tools.
Mirvac Retail director of experience, Nicole Imberger said, “In our Retail Reimagined focus we are always seeking ways to improve both the customer experience and also productivity in our centres for our retailers by helping people maximise their time and choices with quality available data.
“We hosted over 120 million visitations across our portfolio just in the last year and there is a lot of traffic data we can share. We believe people are seeking increased flexibility and information with more pressure and concern about being in crowded locations.”
Centres rolling out the weekly data include: Moonee Ponds Central in Victoria, Toombul, Orion Springfield Central and Kawana Shoppingworld in Queensland, and in New South Wales at Broadway Sydney, East Village, South Village, Greenwood Plaza, Harbourside, Tramsheds Sydney, Birkenhead Point Brand Outlet, Rhodes Waterside, Stanhope Gardens, Cherrybrook Village and MetCentre as well as Cooleman Court in the ACT.
Mirvac Retail has been focused on prioritising the health and safety of shoppers and retailers since the pandemic outbreak with many contactless initiatives implemented and hygiene and traffic management regimes put in place.
For example, installing contactless wave technology to activate ticket machines at locations that required contact to collect car park tickets at Rhodes Waterside, Stanhope Gardens, Tramsheds and Broadway Sydney.