Using its own management software together with ShopperTrak traffic insights technology, the pilot project is being implemented in six of Capital & Regional’s UK shopping centres.
Through the partnership, shopping centre general managers are able to offer guests a safer shopping environment, following the re-opening of non-essential retail in England on 15th June.
Centre teams will be able to track peak and non-peak trading times and compare it to historical data, informing Capital & Regional’s green-amber-red ‘Traffic Light System’ already being used in each centre to maintain clear and consistent communication with its communities about the safest times to shop. The partnership applies real-time occupancy data which has become an essential function as a result of Covid-19.
Capital & Regional’s centre teams can then accurately assess and control guest flows, as well as improve discussions with its retailer customers regarding centre occupancy trends. In an industry first, Capital & Regional has worked with the ShopperTrak team to extend the capabilities of the technology by putting IT infrastructure in place so that its general managers receive real-time SMS alerts as the centre nears maximum capacity, and again once the centre has reached maximum capacity. The development of a software solution involving real-time notifications will enable Capital & Regional’s centre teams to remain agile throughout the day and continue to adapt daily operations efficiently and effectively – in line with the latest government guidance on social distancing.
Sara Jennings, Director of Guest and Customer Experience, Capital & Regional said: “Our teams have been working around the clock in recent weeks to ensure each of our centres are as prepared as possible for the re-opening of many of our retailers. We are so pleased to be able to welcome back retail customers and guests, and realise that there is continual work to be done and diligence required to ensure everyone returning to our centres feels as safe as possible. A core part of this is ensuring that our centre teams have the tools and infrastructure to effectively manage occupancy levels, which is why we have worked with ShopperTrak to develop a software that notifies general managers in real-time, as and when centres reach capacity. We are aware of how quickly circumstances can change, and with this new addition to our centre-management function we are able to remain agile and continue to adapt our operations quickly to create safe places for our communities.”
Nick Pompa, General Manager, EMEA Regional Business, Sensormatic Solutions said: “During this challenging and critical time for retail property, we are working closely with the industry to help deliver shopping experiences that are both safe and frictionless while providing safety that is reassuringly visible but executed as seamlessly as possible – a feat that is only achievable through collaboration and well-applied data. Achieving these newly accelerated demands on retail property will be key in reassuring shoppers and regaining footfall into the future”
