Bluewater trials non-transactional online shopping portal

By

Barbara Santamaria

Published
Nov 9, 2017

Bluewater is testing a new shopping tool on its website to drive sales for the 300 retailers that have a presence at the shopping centre.

Online customers can now browse through over one million items from Bluewater retailers on Bluewater.co.uk, but will be redirected to the retailer’s website if they wish to purchase a particular product, as the mall’s platorm is non-transactional.

The online portal also helps shoppers find the location of the store within the centre so they can physically experience the brand as part of their purchase.

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The initiative aims to drive sales for Bluewater retailers and create a new way for shoppers to interact with destinations when they are not physically there.

Ailish Christian-West, Head of Shopping Centres at Bluewater owner Landsec, said: “Our priority at Landsec is providing guests with a unique experience, one that complements their needs and aspirations.  Whilst nothing quite beats the physical experience of visiting one of our retail and leisure destinations, the new shopping portal reflects how people are increasingly living their lives.  Our guests can now move seamlessly between the physical and virtual worlds to make purchases and enjoy experiences."

In the last year, Landsec has launched a series of innovations across its portfolio with the aim of enhancing its guest experience. Earlier this year, the company introduced experience measurement tools and analysis across its portfolio partnership with Service Management Group, following a successful pilot over three years at Bluewater.

The technology is being used by Landsec to understand guests’ responses to events, new guest experience initiatives, and the wider retailer experience at each shopping centre.