NewRiver Retail rides the digital wave by offering free customer Wi-Fi access for its retail tenants to reach over 54 million multichannel visitors per year
, the UK’s fourth largest shopping centre property owner and specialist real estate investment trust focused on the UK food and value retail sector, has announced a partnership with Wi-Fi provider The Cloud
to offer free customer Wi-Fi across its shopping centre sites.
With shopping centres throughout the UK, the service will offer more than 54 million shoppers that visit its locations every year free Wi-Fi access from their mobile devices, letting them browse the internet, access social networks and enjoy an improved multichannel shopping experience. Research from The Cloud has shown that 73% of smartphone owners have used their phone when they are out shopping to check prices, look for offers or use apps like Facebook, Twitter or Foursquare.
Adapting to customer expectations
Allan Lockhart, property director at NewRiver Retail, stated: “The digital age has changed consumer behaviour dramatically and it is our role, as shopping centre owners, to be one step ahead and not only adapt the retail environment for that change but pre-empt such change. Today, successful retail is multichannel.
“At NewRiver we have a committed bricks ‘n’ clicks strategy because we see the digital world as an opportunity for the physical stores at our centres. Working with The Cloud to provide free Wi-Fi allows us to deliver the experience and service our shoppers wants and needs.”
Increasing footfall and dwell time
The Wi-Fi service will allow NewRiver shoppers to read product reviews before purchase; share purchases with their friends via social media; or simply browse and catch up on news and email. With free Wi-Fi, the overall shopping experience is improved for consumers which should in turn increase footfall, dwell time and sales for our retailers. The service is now live in 12 centres and customers logging in to The Cloud hotspot will be directed to a NRR centre-branded landing page.
To celebrate the launch of free Cloud Wi-Fi across the NewRiver portfolio, the organisation has a free Wi-Fi enabled pop-up photo booth visiting each centre during the half term period inviting shoppers to get connected and win a Wi-Fi enabled digital camera.