Adrian J Cotterill, Editor-in-Chief
Unibail-Rodamco-Westfield has announced a new, first of its kind partnership with The Cloud + Compass which aims to deliver campaigns targeted by footfall at Westfield London and Westfield Stratford City using real time data.
Launched ahead of the reopening of non-essential retail in the UK on April 12, 2021, the debut use of the StoreBoost platform and Digital Doorman technology will provide of the moment data on occupancy and footfall. Campaigns from Deezer and L’Occitane headline the launch.
Chris Lynham, Head of Media and Client Operations for UK and Europe at Unibail-Rodamco-Westfield told us “Through partnering with The Cloud + Compass we’re able to exhibit targeted advertising in real time that benefits the customer through insights. We’re now able to use actionable data to trigger on screen campaigns in real-time and measure the impact on footfall. This measurability enables Westfield’s OOH media to be the physical retail equivalent of the last click of a website or online purchase.”
Funded by Unibail-Rodamco-Westfield and provided free of charge to tenants at both Westfield London and Westfield Stratford City, the Digital Doorman uses data to inform creative advertising for retailers to increase store visits. Retailers and brands will be able to react to this data automatically with The Cloud + Compass’s self-serve media buying and creative platform, StoreBoost, a Demand Side Platform that is connected to the JCDecaux network of digital screens in Unibail-Rodamco-Westfield’s UK malls.
Westfield’s latest How We Shop report unveiled new statistics around the importance of personalised offering and experiences whilst shopping physically, with 38% of consumers frustrated by inaccurate recommendations whilst shopping online. StoreBoost enables contextually relevant messaging to drive footfall to the store at exactly the time the retailer needs it most and at times we know consumers are looking to interact with brands. Other real-time triggers for advertising campaigns include queue length, stock levels and ticket sales. This will lead to a positive and seamless shopping experience for consumers whilst at Westfield malls and with our retailers.
Dan Douglas, Founder of The Cloud + Compass: “URW has the best malls in the world and media in proximity to their retailers, yet few retailers previously used the advertising screens to directly drive footfall. With footfall data now giving brands precision insight and premium moments to target plus the ability to buy programmatically, they can target the moments that matter and optimise their spend and messaging to drive growth. Out of home media is historically seen as a brand channel, but we’ve demonstrated it can be both measurable and deliver on performance as well as brand metrics.”
The rollout follows successful trials in 2020 with brands including Nespresso, Vue cinemas, Lacoste and Boots. The trials were in partnership with media owner JCDecaux and included advertising, measurement and dynamic content optimisation using the StoreBoost platform. In each case the results demonstrated a clear return on investment for the retailer, boosting both store visits and instore sales.
The Cloud and Compass is a real time proximity marketing specialist, providing landlords, retailers and brands full service solutions across data, programmatic media and dynamic, data driven advertising creative. They offer a number of ad tech solutions to help clients automate their marketing so it’s ‘always ready’, listening to data sets and applying rules so their advertising is always relevant and optimized to support their actual needs. They work across multiple proximity channels including digital OOH, mobile and social.
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