In an attempt to amp up customer loyalty and foot traffic in its retail centres, GPT Group has launched a shopping centre app for smartphones.

Matthew Faddy, head of asset management for GPT, said advances in mobile technology had presented an opportunity to engage traditional shopping centre customers in a new way.

“The app provides access to personalised shopping deals and a new online community where shoppers can share their experiences with friends and be rewarded for their loyalty to the centre,” he said.

“The app is the centrepiece of GPT’s digital strategy, which caters to the ever growing demographic of digitally connected shoppers who are increasingly interacting with their smartphones whilst they are in the centre.”

The app will alert a shopper to specials while they are in the centre. It will synchronise with the shopping planner on their home computer, so they find products more easily. It will help them remember where they parked their car and when they get home they will have the ability to rate their experience and get rewards for doing so.

Faddy said the focus of the app had been to create a personalised experience for shoppers, which covered their shopping journey from end to end.

“We know 50 per cent of all shoppers with a smartphone use it while they’re in our centres. It makes sense that we would be tapping into those devices to make it easier for them to find products they’re interested in and to give them access to special deals,” he said.

“We worked closely with retail tenants in the development of the app to incorporate their ideas on how to attract customers to their stores. Features that have been included are those which allow retailers to alert shoppers to daily deals and in-store promotions.”

The apps will be initially rolled out across its five priority GPT shopping centres – Melbourne Central, Highpoint Shopping Centre, Charlestown Square, Rouse Hill Town Centre and Wollongong – between now and Christmas before looking at further opportunities of extending the offer to its other centres.