A growing empire, responsible for more than 30 shopping centres across Australia and New Zealand, has taken its vision of tailored fashion retail to new heights.
AMP Capital Shopping Centres has launched a new interactive experience, 'Design Your Dream Fashion Mall', as it moves to engage further with its customers and grow its share of the local marketplace.
The interactive iPad application has been designed as a game where shoppers can create their perfect fashion precinct with a mix of local and global retailers. The company said the aim is to " empower shoppers to have their say on which retailers they’d like to see in their local shopping centre".
The process takes up to three minutes and allows the user design a bespoke mall within the application. The data will then also be collated as valuable feedback for AMP Capital Shopping Centres on what Australians would like to see in their local shopping centre.
While the application was officially unveiled for public view on May 30, a dedicated area within Sydney’s Macquarie Centre has now been set up with iPad kiosks for a six-week period, allowing local customers to utilise the application and share their ideas for the ideal retail mix.
AMP Capital Shopping Centres head of shopping centre marketing Belinda Daly said the budding initiative is a testament to the new technology driving innovation at AMP Capital Shopping Centres.
She added that the $390 million redevelopment of Macquarie Centre is perfectly timed to engage local customers and find what fashion retail outlets they would like to see with the launch of the expanded centre in 2014.
“AMP Capital Shopping Centres is investing a total of $2 billion in its retail development pipeline – the biggest investment in retail property development in Australia’s history. While we continue to build and expand our portfolio of world-class shopping centres, ensuring we give our local customers a voice in the retail mix of our centres is imperative to our ongoing success,” she said.
“Through our use of innovative technology platforms, we will be able to capture insights on what retailers our customers would like to see at the ‘new’ Macquarie Centre. We will provide this information to our leasing team to assist in creating the perfect retail mix for the local community. 'Design Your Dream Fashion Mall' is the perfect opportunity for customers with a flair for fashion to share their ideas,” she said.
Customers who share their designs will also have the chance to win a $500 gift card to shop at Macquarie Centre. The 'Design Your Dream Fashion Mall' iPad kiosks will available for customers in the Macquarie Centre until mid-August.
Following the use of the application at Macquarie Centre, AMP Capital Shopping Centres has confirmed that the technology will be implemented in other AMP Capital Shopping Centres around the country as the development pipeline progresses.
Established in 1971, AMP Capital Shopping Centres has a portfolio comprising 30 centres throughout Australia and New Zealand, which generate over $6.9 billion in annual sales and attract over 170 million visitations annually.