Shopping center innovation to hyper-personalize visitor experience
Cushman & Wakefield is introducing the Infinity digital platform, developed exclusively with the proptech giant Boostcom and based on its technology "The Mall Performance Cloud", with the aim of deeply knowing the behavior and consumption habits of shopping center visitors in Spain and improving the shopping experience.
Through visitors’ interaction with the center itself and technology such as geolocation or Smart Data, the platform collects, analyzes and processes information about the client, and "returns" relevant and "intelligent" information. As the data is processed through algorithms, the shopping center has the possibility to communicate with its visitors in real time, send them hyper-segmented and personalized information, anticipate behavior and future purchases and, ultimately, make the shopping experience completely tailor-made.
The launch of this tool, unique in the Spanish market and based on the "customer centric" philosophy, places Cushman & Wakefield at the forefront of innovation in the management of shopping centers. According to Rafael Mateu, Partner and Director of Retail Asset Services for Spain, "this project allows us to unite the physical and online areas of the shopping center and create unprecedented engagement with visitors, making the shopping experience beneficial for both the clients of the center and the retailers". Through this tool, the consultancy expects to know, in a mere 5 years, 60% of visitors of the shopping centers that it manages in Spain.
Cushman & Wakefield is the leading real estate consultancy in Spain in the shopping center management. It is currently involved in the management and commercialization of 30 centers and commercial parks in Spain, which total more than 1.350.000 m² of GLA and include several top-level assets among which Islazul (TH Real Estate), intu Asturias (intu Properties), Parque Corredor (Redevco), L´Aljub (DWS), Ferial Plaza (Realia) or Airesur (CBRE Global Investors) stand out. The portfolio of assets managed by Cushman & Wakefield is complemented by 5 portfolios of hypermarkets and medium-sized areas and, together with the 30 centers and commercial parks, totalling 1.650.000 m² of GLA.