Can real-time digital wayfinding and transport information on totems in shopping centres encourage customers to shop for longer?
To survive in the digital age, shopping centres are reinventing themselves as places to have experiences over and beyond retail.
McKinsey, the management consultancy firm, produced an interesting research piece that identified the key areas that shopping centres need to focus on to ensure their continued success. One of their key points is for shopping centres to use technology as a means of improving customer satisfaction. Indeed, Westfield’s 2028 Vision where shopping centres become ‘hyper-connected microcities’ with AI infused walkways, eye scanners that personalise a consumers visit and smart changing rooms shows how far operators are pushing the boundaries of technology.
The shopping centres of the future are leveraging technology to weave themselves into the urban fabric of the city. With locations near public transport hubs including tubes, trains, buses, bike and boats. Reducing the reliance on private cars for transport to and from the location and instead ensuring easy access to public transport infrastructure to drive footfall.
Lack of footfall is the death knell for shopping centres, therefore providing information on transit options to and from the centre is vital to ensure shoppers visit and extend their stay as long as possible. The promotion of information on all the available transit options in real time, not only encourages longer visits but also demonstrates a commitment on behalf of the operator to environmental issues, including pollution and congestion reduction.
The issue for visitors to shopping centres is that they often are not aware of their options when it comes to public transport and therefore fall back to taking easy options such as driving their cars, taxis or Ubers, which inevitably lead to greater local congestion and pollution. It is also unrealistic to expect all visitors to have all the Apps necessary to have true visibility on all real-time transit information.
PassageWay provides a supportive solution to shopping centres. PassageWay achieves this by enabling shopping centres to leverage their digital totems to display real-time, really local smart mobility and wayfinding information, curated specifically for the shopping centre. With accuracy narrowed to a few metres, PassageWay signs can be tailored to multiple exit points, ensuring contextual relevance to visitors. PassageWay not only draws real-time information across the entire Transport for London network, including bus, bike, tube, train, tram and boat but also displays any travel alerts that are applicable to a precise location.