Retail giant Westfield has outlined a major digital push for 2014 as it aims to fend off offshore rivals eating into profits. Amazon is likely to be one of those threatening the firm. But marketing boss John Batistich said it is also learning from its rival.
Extensions to its new digital mall – including a US launch, extended Wi-Fi networks in the Australian shopping centres, a food ordering app and fast-track parking are all due to be rolled out this year as Westfield looks to better engage customers both online and offline.
But understanding the entire shopping journey for each individual shopper is Westfield’s priority – and marketing boss John Batistich says the firm is looking to Amazon for inspiration.
“The first stage of personalisation is around online – understanding a user’s previous browser behaviour and using that to feed them content that’s relevant. That’s the first step that retailers should be taking,” Batistich told AdNews.
“The vision beyond that is taking that buyer behaviour and layering the social graph to understand people’s profiles, their lifestyle, their interests, where they are. These layers will redefine personalisation.
“I believe the future is already here, it’s just unevenly distributed. Companies that are doing this now are at the bleeding edge. Amazon, for example, is doing it well." He said Westfield was now looking at the consumer journey "from the very start".
Westfield’s digital mall, a searchable online mall, went live in November with the aim of joining up clicks and bricks. So far, 150 retailers have signed up, and 108 are live on the site, said Batistich.
Content from Westfield’s regular print magazine is soon to be integrated into the digital mall, which is also being extended out to the US.
“We still have places to go and more retailers to sign,” Batistich said. “We want to build traffic and improve the site’s search functionality. Our role is very much around web to mall – influencing web to mall sales.”
He outlined other digital moves Westfield will make this year – a pilot mobile app for the food outlets in Westfield Sydney will be released next month so shoppers can search food outlets and pre-order food, and fast-track car parking with digital number plate recognition will launch at Westfield Miranda.
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