GPT is adopting a multi-channel digital approach across its five key regional retail centres that assists users ‘throughout the entire shopper journey’ - planning, getting there and shopping.
The digital approach will include social media platforms, website development, mobile applications and a customised rewards program.
The strategy will be first implemented at GPT’s five key regional centres: Charlestown Square, Highpoint Shopping Centre, Melbourne Central, Rouse Hill Town Centre and Wollongong Central. GPT says it anticipates rolling out the strategy to other centres in 2013.
Matt Faddy, GPT head of asset management, says the strategy is about tailoring communication to the interests, purchases and visitation habits of each shopper, and creating a relevant and rewarding shopping experience.
“The strategy also incorporates a rewards program to create customer advocacy and drive retention. We will be offering the best of retailer offers and encapsulating them into one customised program that is relevant to the customer and rewards them for their loyalty,” Faddy says.
“We know shoppers want great service and great experiences and that online retailing can’t replace the tactile and multisensory retail experience … We are responding to the needs of a new generation of shoppers.”
Meanwhile, GPT Wholesale Shopping Centre Fund (GWSCF) has acquired a 50 percent interest in two GPT-owned retail assets.
Half interests in the two retail assets, Casuarina Square Shopping Centre in Darwin and Westfield Shopping Centre at Woden, ACT, were acquired for $551.2 million total.
The 50 percent stake in Casuarina Square sold to GWSCF for $229.7 million.
The half interest in Westfield Woden was sold for $321.5 million. Both sales represented a capitalisation rate of 6.25 percent.
GPT will retain a 50 percent interest in Casuarina Square. The group has signed an agreement to lease with Myer at Casuarina, as part of a planned centre redevelopment.
GPT will retain exposure to Westfield Woden through its investment in GWSCF.