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 Spain 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 Spain is the leading real estate consultancy in shopping center management in the country. It is currently involved in the management and commercialization of 30 centers and commercial parks in Spain, which total more than 1.350.000 sq m 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, totalling 1.650.000 sq m GLA.