Customer centricity through a new digital offer at the heart of City2 in Brussels

Innovation for the EATS foodcourt

Since mid-February, City2 has become become the first Belgian shopping centre to offer an additional service to its customers through the new MyBop tool. It is designed to simplify the customer experience and raise the profile of the various brands in the shopping centre. The MyBop terminals are an interactive and fun way for visitors to browse the many services offered by City2, particularly food & beverage. The terminals are installed in the EATS foodcourt and  allow customers to reserve, order and pay for set meals from the selected partner restaurants. This fast and efficient method naturally complies with current health measures. Note also that the MyBop terminals are certified “anti-coronavirus” by the VirHealth laboratory on account of the PureSCREENⓇ antimicrobial film affixed to the screens.

A wider range of services at City2

This new initiative by AG Real Estate demonstrates its intention to provide the city centre of Brussels with a quality retail experience and to attract a new audience to discover City2 in a new light. The recent renovation (completed in late 2019) was an outstanding opportunity to attract and develop new products, services and retailers. City2 already offers an exclusive experience to its customers by optimising their journey with the following offer of facilities:

– Drop it: a secure digital delivery service for all purchases from partner stores to a delivery address of the customer’s choice;

– Smile by City2: a loyalty application that rewards repeat visitors to City2 with special benefits;

– Deliveroo: the partnership with Deliveroo offers fast deliveries of meals ordered from EATS to employees of companies in the vicinity of City2;

– Gift Card: the City2 gift card. An ideal way to allow all personalities to choose their own gifts.

Sam Perneel, Head of Asset Management Retail says: “As a company managing shopping centres that has been active in the Belgian real-estate market for many years, we keep focusing our reflexions on the evolution of our visitors’ buying habits and of our partner brands. This year, more than ever, we want to offer them innovative and tailor-made solutions that meet the new demands and needs of our customers“.