Kudos Shopper Insight Tool Debuts in UK Malls

In the UK, retail property developer Hammerson has introduced a shopper insight app called Kudos, which uses geowave technology to track shopping behaviour and deliver real-time updates and offers to consumers as they enter a shopping centre.

Founded in 1942, Hammerson opened the UK's first covered mall Brent Cross in 1976 and now owns a portfolio of retail property across the UK and France, including 20 regional shopping centres, 22 retail parks, and nine designer outlets villages.

Shoppers who download the firm's new app will receive retailer offers that are available in-store that day, with these offers then boosted with bespoke promotions based on users' selected preferences and regular shopping habits. In addition to displaying news and offers, Kudos will also deliver social feeds from YouTube, Twitter, and Instagram from all related retailers to keep shoppers informed about their preferred brands.

The first wave of retailers taking part at Hammerson's centres in Highcross in Leicester and The Oracle in Reading include Debenhams, New Look, Levis, Aldo, TM Lewin, Crabtree & Evelyn, Carluccio's and Patisserie Valerie, with more expected to sign up as the app builds customer loyalty. Following its initial roll out, the app will be available across the company's ten UK centres.

Stephen Brown, Group Marketing Director, comments: 'Our retailers understand their customers' habits and Kudos will enhance our knowledge of our shoppers' behaviour. By combining our insight we can deliver a more compelling in-centre and digital experience to enhance retail sales and shopper loyalty.'

In-store tracking privacy concerns have recently been debated in the US, where in response to issues raised by Senator Charles Schumer, a group of technology firms have agreed to abide by a 'code of conduct' which will ensure that consumers are given the opportunity to opt out before stores can track their movements via their mobile devices.

Web site: www.hammerson.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.