Meadowhall Shopping Centre in Sheffield is embracing mobile technologies to collect real-time customer feedback that it hopes can help improve service levels.

Visitors will be asked to provide their views and opinions on anything related to the centre – including facilities, car parks, dining areas and general atmosphere – via a short feedback survey available through vanity URLs and QR codes advertised throughout the centre.

Once launched, the survey will be available on any device and any platform, including smartphones, tablets and PCs, meaning shoppers will be able to offer their views while they shop or once they have returned home. According to Meadowhall, the provision of real-time feedback will allow its staff to make immediate and direct improvements, as well as drive longer term investment decisions.

Meadowhall has appointed shopper insight company eDigitalResearch to undertake the research and monitor customer responses.

Mark Bruce, retail director at Meadowhall, commented: "In line with our ongoing efforts to improve our customers' experience we are delighted to be working with eDigitalResearch to help us to better listen to customers, and gain further insights and understanding into what they need in order to improve the overall customer experience."

It is not uncommon for UK shopping centres to seek feedback from visitors, with research agency SMG recently appointed by property group Lend Lease to undertake customer surveys at its Kent-based shopping centre, Bluewater.

SMG's retail technology utilises online surveys, real-time analysis of results and instant messaging of key findings, and it was rolled out at the start of 2014 to measure the effectiveness of events, new guest experience initiatives and the overall retail offering at the centre.

It comes as part of Bluewater's wider development plans to invest in improving its customer experience through technology and design, a strategy that many UK shopping centres are following as they look to remain relevant in an increasingly digital retail world.

Speaking at a recent British Council of Shopping Centres conference, the organisation's CEO Michael Green highlighted the importance of investing in the customer experience in the modern retail landscape.

He said: "With the rise of online retail, it is increasingly important to give customers a reason to come in store."