By Aimee Chanthadavong

Lend Lease Shopping Centres has launched an iPhone application across its shopping centre portfolio, which has been designed to provide shoppers with everything they need to know about their local centre.

The app, which are marketed under the banner of ‘Shopper Guides’ contain sections to make shopping in a Lend Lease centre easier including car park locators, full store listings and directors around the centre.

Lend Lease spokesperson Paul Pozzobon told RetailBiz the introduction of the app is part of the company’s overall digital consumer program to enhance the shopper’s in-centre experience.

“Lend Lease has a core focus on improving the customer experience in our shopping centres across Australia whether it be our in centre facilities such as restrooms and parents rooms or how we communicate with our customers via facebook and new initiatives such as iPhone Apps. It is important to continually improve how we engage with our customers as their communications needs change,” he said.

Responding to a common shopper frustration, one of the app’s features is the inclusion of an electronic shopping list creator that will always be on hand and can be shared to friends and family via email or SMS. The shopping list function can also be used as a gift registry.

At the same time, retailers will have the opportunity to promote their latest offers to a targeted market.

“Retailers are able to advertise special offers and discounts on the offers section of the App as well as in-store events in the What’s On section. These offers will automatically appear when customers access the App on the phone,” Pozzobon said.

Pozzobon also said the company will monitor the response and usage of the app before introducing further updates or making it available to other smartphone platforms.