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Voice of experience Land Securities launches portfolio-wide guest experience measurement programme

Land Securities has signed an agreement with Service Management Group to provide guest experience measurement tools and analysis across its portfolio of retail and leisure destinations. The launch follows a successful pilot over the last three years at Bluewater. In an industry first, SMG has been appointed at a portfolio level to measure and analyse customer satisfaction at many of Land Securities’ assets. SMG’s technology, which uses online surveys, real time analysis of results and instant messaging of key findings, will also be used to track guests’ responses to events, new guest experience initiatives and the wider retailer experience at each asset. SMG began its partnership with Bluewater in 2013 and has proved invaluable in helping Land Securities to deliver an enjoyable experience for guests by addressing short term opportunities, as well as prioritising future investment decisions based on customer feedback. Key highlights from Bluewater include: l 96 per cent of guests have a good/ excellent visit to Bluewater l 83 per cent of guests are highly likely to return to Bluewater l 79 per cent are highly satisfied with the SHOPPING CENTRE MARCH 2017

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friendliness of hosts l 79 per cent are highly likely to recommend Bluewater to friends or family Jat Sahota, Land Securities’ head of commercial, said: “The initiative is a reflection of the fundamental role guest experience plays at the heart of Land Securities’ approach to managing successful retail and leisure destinations. The benefits are wide ranging and extensive, which is allowing us to focus on enjoyment to encourage guests to return more often and to share their experiences with friends and family via social media. As Bluewater demonstrates, this leads directly to increased footfall and sales. “SMG has been a great partner at Bluewater, working with us to help shape our offer so that our retailers and restaurants achieve even greater levels of success. Rolling out the programme across our retail and leisure portfolio reinforces Land Securities’ innovative customer focused approach to asset management and the market leading position this helps us to occupy.” SMG’s managing director Jeremy Michael added: “While the best stores and the best products are fundamental to the success of any retail and leisure destination, the

quality of the experience provided by the centre overall is what really drives consumer loyalty. Our partnership with Land Securities at Bluewater has demonstrated the value of proactively measuring how guests view the experience, positively affecting behaviour to encourage guests to spend more time and money at Bluewater.” SMG is a global leader in customer experience measurement, helping more than 350 brands around the world to listen, understand and act on customer feedback and behavioural data – including partnerships with dozens of leading retail brands in the UK. SMG data is used to measure elements of the guest experience, understand key drivers of guest satisfaction and guide the organisation on areas for focus. As well, SMG’s proprietary model creates direct financial linkage between guest satisfaction, loyalty and sales. According to recent research by SMG, customers that are highly satisfied with their experience are likely to spend 40 per cent more. Staff assistance has the greatest influence on overall satisfaction, with staff knowledge increasing basket size by 15 per cent, while effective problem resolution builds brand loyalty, increasing the likelihood that customers will both return and recommend.

01/03/2017 09:04:00

Shopping Centre Magazine March 2017  
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