Westfield launches personalised My Westfield app
Westfield is offering customers unique shopping content from their favourite retailers with the launch of a personalised mobile app. Benefitting both Westfield London and Westfield Stratford City shoppers, the app asks customers to ‘Swote’, a combination of swiping and voting – up for like, down for dislike – to create a customer profile of over 600 interests, 2000 brand affinities and 84 demographics based on the retailers and content the user likes best. Retailers including John Lewis, Debenhams and Hobbs have signed up to the app, created using nFluence’s autograph technology, enabling them to send tailored messages to shoppers free of charge. The app itself holds no personal information, only brand affinities and preferences outlined by the user. With curated content in the form of retailer offers, events, exclusive product launches, film screening times, and fashion look books and videos, the app will continually develop to shoppers’ needs becoming more personalised each time it is used. As well as personalised content, the app will also include a directory of stores and route-finding services which will be carried over from the previous iteration of the Westfield app, Connect IB remains as the retained app development agency for Westfield. Westfield, general marketing manager, UK and Europe, Myf Ryan, commented: “With the explosion of smartphone sales and our customer’s desire to utilise their mobile whilst shopping in our centres, this is an important launch to meet shoppers’ future needs and truly personalise the shopping experience. Westfield is firmly focussed on developing innovative multichannel technology solutions to drive sales and footfall for our retailers.” To celebrate the app's launch users will be able to take advantage of exclusive discounts including up to 50 per cent off at Debenhams, House of Fraser and John Lewis, up to 60 per cent off at Links of London, and up to 70 per cent off at Lacoste, and many others.