Hammerson said on Friday that its 'Plus' mobile app, which allows the property firm to communicate directly with shoppers and provide personalised content and exclusive offers based on their preferences, has received more downloads than expected.
The tool – which also offers users information about floorplans, live events and breaking news at Hammerson's shopping centres – has now been rolled out across all of its centres, with 1.2 million downloads targeted in total.
There are various other customer-focused services being introduced by Hammerson, in recognition of the changing way consumers now wish to shop using technology.
Initiatives being trialled include a pop-up programme, mobile charging facilities and click & collect provisions, while the business is also focusing on the customer experience by conducting sound, light and smell audits with the view to enhancing Hammerson properties.
The property firm also revealed it is upgrading customer service desks and providing electric car charging points in its car parks.
Hammerson's strategy updates were announced as part of the company's half-year report, which indicated that profit before tax had dropped by 9.2% to £329.4 million. Footfall across the portfolio, which includes major UK shopping destinations such as Birmingham Bullring, Glasgow's Silverburn and Bristol's Cabot Circus, was up by 1.2% year on year, and rental income grew by 8.6% to £159.5 million.
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