Mirvac introduces customer tracking tool

Mirvac Retail has introduced a new customer tracking tool to highlight the busiest shopping periods at its centres.

The traffic tracker application has been described by Mirvac as a way to ease customer pain points by offering insights on the quietest shopping periods, which is says is particularly pertinent due consumer fears around COVID-19.

The tool will run across the websites for 16 of its centres under the ‘Plan Your Trip’ tab and will be updated daily to map crowds, with data to be displayed similarly to that of Facebook’s Popular Hours and Google’s Popular Times analytics tools.

Mirvac’s Director of Experience Nicole Imberger said it was a way to improve customer experience and boost productivity for retailers who could use the date to maximise their operations.

“We hosted over 120 million visitations across our portfolio just in the last year. There is a lot of traffic data we can share and we believe people are seeking increased flexibility and information in so many aspects of their life in these days of more pressure and concern about being in crowded locations,” Ms Imberger said.

Centres using the tool include Moonee Ponds Central in Victoria; Toombul, Orion Springfield Central and Kawana Shoppingworld in Queensland;  Broadway Sydney, East Village, South Village, Greenwood Plaza, Harbourside, Tramsheds Sydney, Birkenhead Point Brand Outlet, Rhodes Waterside, Stanhope Gardens, Cherrybrook Village and MetCentre in New South Wales; and Cooleman Court in the ACT.

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