Future retail innovation
2020 accelerated the changes which retail has been experiencing in recent years. The growing influence of digital has challenged us all to innovate, and the arrival of COVID-19 meant our centres had to find new ways to serve customers.
Our answer? “Phygital” commerce – merging the advantages of e-commerce and physical retail, so retailers continue to do great business, and customers get the best of both worlds.
In France we developed drive-thru and walk-thru solutions (see our story “URW drive-thru”). In Los Angeles airport (LAX) we developed a new food-and-beverage ordering app (see our story “Grab-and-go in LA”).
In the USA we have created curbside pick-up services, including “curbside zones” and “curbside by concierge”. Curbside zones enable shoppers to make purchases online and then drive over to pick them up safely from retailers whenever is most convenient for them.
Curbside concierge elevates the experience, with a dedicated team to liaise between shoppers and retailers, so purchases are there at the curbside waiting for shoppers when they arrive. What could be safer or more convenient?
Inspired by the success of these programmes, European centres have also adopted the click and collect approach.
Westfield Chodov launched its “delivery to car” service, the first in the Czech Republic, and across our European portfolio.
As in the US, customers can now purchase goods directly from the online shops of the centre’s partner tenants and pick them up without getting out of their car.
All great examples of digital serving physical commerce very effectively.
