Westfield launches My Westfield personalised app

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Westfield has launched a personalised mobile app called ‘My Westfield’ offering customers shopping content from its retailers.

Westfield London and Westfield Stratford City shoppers will be able to download the app which will enable them to generate a customer profile containing more than 600 interests, 2,000 brand affinities and 84 demographics of that user based upon the retailers and content they like. 

Retailers such as John Lewis, Debenhams and Hobbs have signed up to the digital innovation that will enable them to provide tailored messages to their shoppers free of charge.

With curated content in the form of retailer offers, events, exclusive product launches, film screening times, and fashion look books and videos, the My Westfield app will develop to shoppers’ needs to become more personalised each time it is activated. 

Myf Ryan, Westfield’s general manager of marketing in the UK and Europe, said: “With the explosion of smartphone sales and our customer’s desire to utilise their mobile whilst shopping in our centres, this is an important launch to meet shoppers’ future needs and truly personalise the shopping experience. Westfield is firmly focussed on developing innovative multichannel technology solutions to drive sales and footfall for our retailers.”

The app will be available to download from today. The current Westfield mobile app has already had more than 340,000 downloads to date, 57,000 total users per month and 18 minutes average time per user.

Westfield has also previously launched a ‘find my car’ app, Google product search to help shoppers research before buying in store and free Wi Fi across its centres.

Westfield has also established Westfield Labs in San Francisco which serves as a global digital lab focused on better connecting users of digital technology and social media with the physical shopping world.

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