Consumers are in the driver’s seat: they know what they want and have enough information to make data-driven decisions.
In addition to that, they are seeking a personalized approach that addresses their inquiries and provides reassurance, ensuring they are confident in making the right decisions for their purchases.
As a result, different retailers in shopping centers should act as personal shopping assistants, supporting customers throughout their buying process.
The good news: collecting data is easier than ever. Not only at an individual or store level but also at a higher level within the shopping center. Shopping centers can gather valuable information simply by offering free Wi-Fi.
Currently, providing the best experience in shopping spaces is a reality for brands. Building stronger connections with buyers is essential in the ever-changing commercial real estate landscape. This requires the sector to innovate in strategies and tools to understand their shoppers, their priorities, preferences, and thus provide the best shopping experience.
Through the use of technological tools and data analysis, it is possible to understand customers and create unique and differentiating strategies. Offering free services like Wi-Fi is also a way to understand the behaviors and shopping habits of visitors.
Similarly, heatmaps can be established through the network to identify the most frequented areas of the center and the typical movements of customers. This allows for the optimal adaptation of the commercial mix to the tastes and preferences of visitors. Therefore, it is common to create attractive environments with tailored spaces in the most frequented areas.
María Helena Jimeno from MTS Consulting + Management explains how, by leveraging Wi-Fi, shopping centers can complement their services, understand the journey of visitors, and accompany them through experiences that align with their needs and preferences. This provides a unique experience that caters to customer needs while maintaining the individualization of each shopping center. She also emphasizes the importance of surveys provided through this medium to supplement feedback and evaluate customer preferences for a brand, service, or shopping center.
Additionally, various technological tools can profile customer consumption and movement. These insights can be used to send different campaigns to their phones to encourage loyalty in their purchases and personalize campaigns and events directed at them.
MTS Consulting + Management
