Shopping Centre
LandSec embraces experience measurement
Published:  10 January, 2017

Land Securities launches portfolio-wide guest experience measurement with SMG

Land Securities has signed an agreement with Service Management Group 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.

In an industry first, 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 proved invaluable in helping Land Securities to deliver an enjoyable experience for guests by addressing short term opportunities, as well as prioritising future investment decisions based on customer feedback. Key highlights from Bluewater include:

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

According to recent research by SMG, customers that are highly satisfied with their experience are likely to spend 40 per cent more. Staff assistance has the greatest influence on overall satisfaction, with staff knowledge increasing basket size by 15 per cent, whilst effective problem resolution builds brand loyalty, increasing the likelihood that customers will both return and recommend.

Jat Sahota, Land Securities’ head of commercial, said: “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.”