Member Article

Land Securities launches 'industry-first' guest experience analysis across its portfolio

Property firm Land Securities, which owns the likes of Kent Bluewater shopping centre and Nova, Victoria, has launched a new programme to measure guest experience across its retail and leisure destinations.

The London-headquartered business has partnered with Service Management Group (SMG) to provide guest experience measurement and analytics in what it has termed an ‘industry-first’ programme.

Coming off the back of a three year trial at Bluewater, SMG combine online surveys, real-time analysis and instant messaging to gauge visitor experience which can then be fed back into future investment decisions and developments.

Jat Sahota, Land Securities’ Head of Commercial, said that the new agreement showed Land Securities’ belief in the ‘fundamental role’ that guest experience plays in the management of its retail and leisure assets.

He added: “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.”

SMG, which has offices in London, Kansas City, Tokyo and Boston, has already worked with over 350 brands, including McDonald’s and Shell, to give insights into customer experience which can then be fed back into business operations.

Recent research by the firm claimed that customers who were highly satisfied with their retail experience were likely to spend 40% more on goods and services, meaning the benefits to operators such as Land Securities were self-evident.

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.”