By Aimee Chanthadavong

In order to meet the needs of fashion, tech savvy customers, GPT-owned Highpoint Shopping Centre in Melbourne has launched a digital pinboard in the centre.

The Spring Style Board technology has been designed exclusively for Highpoint. The large LED screen allow customers to conduct an online style search for key items from Highpoint retailers, compare styles and select their favourite pieces to create a personalised style board.

The resulting style board can then be emailed to the user so they can take it with them on their shopping trip or share it via Facebook so their friends can comment and add input.

Highpoint’s centre manager Scott Crellin told RetailBiz the Spring Style board merges the best of the online and offline worlds.

“It gives our customers the convenience of a quick online search to find the item they are after, while having all of our retailers at their fingertips so they can try on, touch and feel the product before making their purchase,” he said.

The style board currently features products from over 25 retailers, including Novo, Kookai, Tilkah, Swarovski, Collette, Oroton, Mimco, Lolitta, Edge Clothing, Just Jeans, Jeans West, Betts with expectations more retailers will come on board throughout the season

“At Highpoint we are focused on the customer experience – providing convenience, variety and quality customer service. We strive to provide our customers with the latest in fashion, retail and entertainment,” Crellin said.

According to Crellin, the GPT Group is currently exploring other sties of whether technology could be used at its other shopping centres but nothing has been confirmed yet.