Land Securities launches portfolio-wide guest experience measurement with SMG

Land Securities has signed an agreement with Service Management Group (SMG) to provide guest experience measurement tools and analysis across its portfolio of retail and leisure destinations. The launch follows a successful pilot over the last three years at Bluewater.

SMG has been appointed at a portfolio level to measure and analyse customer satisfaction at many of Land Securities’ assets. SMG’s technology, which utilises online surveys, real time analysis of results and instant messaging of key findings, will also be used to track guests’ responses to events, new guest experience initiatives and the wider retailer experience at each asset.

SMG began its partnership with Bluewater in 2013 and has helped Land Securities to deliver experiences for guests by addressing short term opportunities, as well as prioritising future investment decisions based on customer feedback.  Key highlights from Bluewater include:

• 96% of guests have a good/excellent visit to Bluewater
• 83% of guests are highly likely to return to Bluewater
• 79% are highly satisfied with the friendliness of hosts
• 79% are highly likely to recommend Bluewater to friends or family

Commenting on SMG’s appointment, Jat Sahota,head of commercial, Land Securities, comments: “The initiative is a reflection of the fundamental role guest experience plays at the heart of Land Securities’ approach to managing successful retail and leisure destinations. The benefits are wide ranging and extensive, which is allowing us to focus on enjoyment to encourage guests to return more often and to share their experiences with friends and family via social media.  As Bluewater demonstrates, this leads directly to increased footfall and sales.

“SMG has been a great partner at Bluewater, working with us to help shape our offer so that our retailers and restaurants achieve even greater levels of success.  Rolling out the programme across our retail and leisure portfolio reinforces Land Securities’ innovative customer focused approach to asset management and the market leading position this helps us to occupy.”

Jeremy Michael, managing director of SMG, added: “Whilst the best stores and the best products are fundamental to the success of any retail and leisure destination, the quality of the experience provided by the centre overall is what really drives consumer loyalty.  Our partnership with Land Securities at Bluewater has demonstrated the value of proactively measuring how guests view the experience, positively affecting behaviour to encourage guests to spend more time and money at Bluewater.”