Hammerson reports success with mobile loyalty app

Hammerson's recently launched Kudos mobile loyalty app has been downloaded by more than 12,000 people to date, according to the retail property firm.

The app, which was launched to deliver tailored, real-time offers to consumers and provide the shopping centre owner with a greater understanding of customer preferences, has reportedly seen a high voucher redemption rate at Highcross in Leicester and Oracle in Reading since its inception last September.

Consumers who download the app can receive retailer offers that are available in-store that day, as well as bespoke promotions to Kudos members based on their selected preferences and regular shopping habits.

Debenhams, New Look, Levis, Aldo, TM Lewin, Crabtree & Evelyn, Carluccio's and Patisserie Valerie were among the first retailers to sign up to the scheme, with more expected to join as the app builds momentum. The app also connects with Hammerson's parking technology to provide Kudos members with an opportunity to benefit from parking discounts.

Offering a loyalty app is part of a wider initiative to introduce more technology into Hammerson's retail property estate, with the company this week revealing plans to launch an integrated digital platform to provide shoppers with a consistent experience across the loyalty app, centre website and the physical environment. The company is hoping to launch this product at the opening of Les Terrasses du Port in France in May.

Free Wi-Fi and mobile-enabled websites for all of Hammerson's UK shopping centres, which include Birmingham's Bullring and London's Brent Cross, were rolled out over a year ago, and bespoke social media activity is conducted for each individual site.

The property firm says that social media followers have grown by 64% year on year, and it indicated that it will continue to use multichannel initiatives to support the core rental business.

"We use digital technologies to drive footfall, improve the customer experience and increase dwell time, all of which support retail sales," Hammerson said, in this week's full-year results report.

Overall results were positive for Hammerson, with the company revealing a 2.1% increase in like-for-like net rental income and an upturn in occupancy levels to 97.7%. It has led senior management at the business to view the future retail landscape ina  positive light.

David Atkins, CEO of Hammerson, commented: "We are seeing improving demand from retailers, and Hammerson is creating the right product to meet their future requirements, which provides the conditions for selected growth in rental values.

"We have clear visibility on a number of major development projects which will create the destination venues of the future, and drive returns to our shareholders."