Shopping Centre Novo Plaza
Departments: Property Management, Advisory & Transaction Retail, Retail Marketing
GLA: 27,500 sq m
Involvement since: 1/2021
Owner: Bluehouse capital
Our main goal was to shift the approach to marketing and the overall communication of the centre into a modern form. The coronavirus pandemic accelerated the dynamics of changing customer behaviour
, and it was necessary to reflect on the need to introduce new services and innovations. Effective marketing and a focus on building the customer experience became our crucial instrument in this regard.
The digital transformation of shopping centres is inevitable. Therefore, it is necessary to pay more attention to it and take advantage of the opportunities that the modern era offers: mobile apps, IoT elements, or multimedia media
. The key factor is the unique customer experience
that differentiates retail from e-commerce and gives customers a reason to shop in a brick-and-mortar store instead of an e-shop.
Result - Novoapka
The revolutionary loyalty app works with intelligent receipt scanning technology.
The customer scans the stores' receipts of a specific shopping centre, and according to the purchase amount, he automatically receives points on his account.
With these points, he can "buy" products on offer in the app, such as vouchers for purchases or specific products. In addition to the loyalty function, the app also provides complete information about the shopping centre, individual stores, promotions, news, services, etc. In the Czech Republic, we participated in developing this app with an external partner and launched it first at OC Novo Plaza. At the same time, as CBRE, we have exclusivity for this application within the Czech Republic, and it is therefore only available to our clients.
"From the marketing strategy perspective, the newly developed mobile application working with intelligent receipt scanning technology can be evaluated as essential. In addition to the loyalty function, the application allows to understand customer purchasing behaviour and build long-term relationships with customers based on personalized offers and rewards. Novo Plaza is the first local centre to implement such a system, but it is easily transferable to others. We can offer the customized application to all our cooperating centres,"