Unibail-Rodamco is the largest commercial real estate company in Europe, with properties located across thirteen countries. It specializes in shopping centers, convention centers and office properties.
After conducting a customer survey, Unibail-Rodamco determined that providing shoppers with personalized experiences across malls was key to its future success. “We realized that most of our shoppers were anonymous, so we needed to learn who they were to give them the relevant experiences they were requesting,” said Julien Marlot, Digital IT Manager at Unibail-Rodamco. “We wanted to create something seamless, personally interactive and at the forefront of connected technology – so identity had to be at the center of the entire experience.”
To turn anonymous shoppers into known customers, Unibail-Rodamco began implementing Gigya’s Registration-as-a-Service (RaaS) across shopping mall sites and mobile apps. RaaS reduces the authentication process to just two clicks by giving users the option to sign in using a username/password or an existing social network account. All data created as shoppers log in and interact across properties, including demographics, Facebook Likes and behavioral shopping patterns, is stored within Gigya’s dynamic schema Profile Management repository, where it is automatically normalized and indexed for easy reporting and analysis.
Giving users a convenient way to identify themselves, paired with the incentive of a personalized experience, resulted in a 26% increase in total registration rates, with 76% of new registrants opting to authenticate via social login. The ability to authenticate with touch versus type grew mobile share of registrations by 35X.
A centralized understanding of user identities enables UnibailRodamco to extend this connected experience to include users’ cars. With Smart Park, customers’ license plates are scanned and connected to their accounts as they enter the mall’s parking garage, and recognized vehicles are provided automatic entry. A user’s parking spot is automatically sent to her via push notification and saved in the app. At the end of her shopping session, she can use the app to guide her back to her spot.
Similarly, Smart Map pinpoints shoppers’ locations in the app to help direct them to the shops they want to visit across the mall. They can see stores with special offers near them, as well as create custom itineraries by shop category and loyalty offers. The app features a single loyalty card that can be used to find and redeem offers at any store. Socially logged-in users are also able to connect with friends shopping at the same time and meet with them in the mall.
Not only do these geolocation and loyalty features improve the user experience, resulting in a 92% growth in loyalty card subscriptions, but they also enable Unibail-Rodamco to collect valuable first-party data, including when shoppers visit, top stores and deals, users’ journeys through the mall and more. This information is used to create increasingly personalized content and communications for shoppers both in the app and across channels including email.
For example, when shoppers register with their Facebook accounts, Unibail-Rodamco gains permission-based access to their Likes. It is then able to surface promotions, events, store openings and other items relevant to these brands in shoppers’ app newsfeeds, as well as send them push notifications and emails.
While Unibail-Rodamco has deployed this connected shopping experience across twenty apps and shopping centers, it has plans to expand its Gigya implementation across more than sixty additional properties by the end of 2016.
By Don Kianian