The retail environment today is undergoing a period of rapid transformation, with shoppers more connected than ever. With a new vision set for their refurbishment of the Eastland retail destination, QIC Global Real Estate looked to us to create a digital engagement platform that would provide a market-leading customer experience.
MullenLowe Profero and QIC Global Real Estate set out with the ambition of creating a one of Australia's most highly advanced omni-channel digital ecosystems. To realise the vision, we analysed at each step of the purchase journey for Eastland customers and identified where a digital solution could enrich and redefine their experience, while also providing retailers and advertisers with significantly more marketing value.
Leading with a customer-centric approach, we built the digital ecosystem around an intuitive store finder and mapping experience to allow shoppers to plan and navigate their trip seamlessly while visiting Eastland.
This mapping experience is operated through a beautifully-designed iPhone app and an indoor navigation system leveraging a beacon network throughout the retail destination to provide step-by-step directions, akin to Google Maps, ensuring an enjoyable and easy trip around Eastland.
At the same time, a dedicated retailer portal within the digital ecosystem will allow Eastland's retail partners to launch their own campaigns, content and real-time promotions direct to consumers, whilst delivering sophisticated analysis and diagnostics.
To achieve all this, we developed a customer experience engine that integrates a number of industry leading technological platforms into a powerful, robust and scalable solution.