Digital transformation is a top priority across many industries and retail is no exception. Economic challenges and changing customer behaviours are driving the need to adopt new technology. This is particularly important for shopping centres seeking to attract consumers and tenants.
For operators of smaller shopping centres or portfolios, one of the blockers of digital transformation can be the potential investment required. But digital solutions don’t have to cost the earth and if tailored in the right way, the returns are significant.
Reducing workloads and costs
One of the major benefits of digital innovation is improved efficiency. Managers of smaller shopping centres are often tasked with handling multiple requests from tenants, contractors and suppliers. That means juggling different forms of communication and paperwork, which can be costly and time consuming.
Proptech such as the Mallcomm platform can overcome this issue by creating a single source of information and communication. Accessed via a smartphone app, the technology can be tailored with a variety of features. For example, online portals can be created for contractors and suppliers enabling them to access key information, request access to the property and view work orders when they are on site.
Paper forms which were traditionally used for access or reporting issues can be digitised as can activity checklists. Tenants can also use the app to contact the property manager directly. This real time communication enables requests to be dealt with more effectively, helping to boost productivity and enhance relationships.
Improving engagement and the bottom line
As a central source of information, another benefit of the Mallcomm platform is that it can improve the experience both for tenants and shoppers. Management updates about the shopping centre or any issues on site can be quickly accessed by tenants, improving relationships and retention.
For shoppers, the platform can be adapted to provide instant access to retailers’ special offers as well as information on the shopping centre’s services, security and parking. Instant messaging and an in-app social feed further streamlines communication, ensuring customers are kept up to date on the latest developments in a shopping centre or store. Improving connections in this way can help to foster a sense of community, build loyalty and drive sales.
Keeping track of the numbers
In an ever-changing retail world, the platform can also analyse data to help inform property management strategies and ensure sites are responding to customers’ needs. Bespoke feedback forms, polls and surveys can be created to help measure customer satisfaction across a wide range of areas. Retailers’ sales data can be analysed in the same way.
With an increasing focus on environmental sustainability, a digital platform like Mallcomm can also measure energy use, providing insights into operational changes which could improve the centre’s carbon footprint.
Taking the first step
Adopting new technology may feel like a nice to have for owners and managers of smaller shopping centres but in an increasingly digital world, it can create a clear competitive advantage. And making the move doesn’t have to involve large and expensive IT overhauls.
A bespoke app that is simple to use can provide a highly effective first step towards digitisation. This single platform can deliver multiple benefits ranging from time and cost efficiencies through to more effective engagement and tenant retention.
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