Bluewater’s guest experience to be tracked by SMG
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Lend Lease has announced it has signed an agreement with Service Management Group (SMG) to provide guest experience measurement tools and analysis at Bluewater. The service goes live on December 1, but will be fully rolled-out in January next year.
In an industry first, SMG has been appointed to measure and analyse customer satisfaction at Bluewater so that the guest experience continues to be placed firmly at the heart of the business. SMG’s technology, which utilises online surveys, real time analysis of results and instant messaging of key findings, will also be used to track the effectiveness of events, new guest experience initiatives and the wider retailer experience at Bluewater.
The move by Lend Lease is the latest stage in its strategy to deliver a unique experience that positively affects guest behaviour to generate additional footfall and sales at Bluewater. SMG has extensive experience in the sector, working with brands such as Jack Wills, GAME, Pets at Home and Homebase in the UK, but this is the first time the company has been appointed to measure experience at a retail and leisure destination.
Commenting on SMG’s appointment, Robert Goodman, Bluewater’s general manager, said: “Experience has become a key theme in the industry, and Bluewater is leading the way with the delivery of statement stores from a number of leading UK and international brands and a range of initiatives, such as the introduction of Day Makers,and the unique partnership with O2.
“Crucially, implementing new measures, however innovative, is just half of the equation. It is vitally important to understand what works and what more could be done. SMG’s expertise will allow us to deploy most effectively our resources, creativity and technology to enhance the guest experience at Bluewater. SMG’s tools will also play a key role in developing our relationships with retailers, restaurants and event organisers to deliver even stronger performance.”
Jeremy Michael, managing director of SMG, added: “Across the retail industry, significant investment is being made to deliver a better experience for visitors to retail and leisure destinations. As momentum builds, however, the need for measurement becomes an imperative. Lend Lease is the first to recognise this with the appointment of SMG to measure the guest experience at Bluewater. This is a key milestone for not only SMG and Bluewater, but the industry as a whole.”
