For the past year, retailers trading at Sheffield's Meadowhall shopping centre have had access to a local intranet providing real-time information about events, traffic levels, performance and security.
At present, around 87 per cent of stores at the complex are connected, with the rest due to be installed by the end of the year. Around 90 per cent of the connected retailers log on daily.
The intranet operation also links through to Meadowhall's Web site with its database of around 90,000 shoppers, 16,000 of whom have signed up to a regular e-mail promotional message, while 60,000 hold the centre's loyalty card. Meadowhall retailers can, therefore, interact directly with customers using lifestyle information supplied via the Web site to develop targeted offers.
The system has been entirely funded by the centre's landlord, and the management team has now set up Comgenic - a joint-venture operation - with technical consultancy PoulterNet responsible for developing the intranet system to package the same offering for other shopping centres and retail parks.
'We have re-engineered the product with a pricing structure based on usage,' says John Veichmanis, who heads the PoulterNet consultancy.
'There is a licence fee and obviously customisation requirements for each centre, so costs will vary, but we're talking tens of thousands of pounds for the system, not hundreds of thousands.'
At Meadowhall, each outlet in the scheme is equipped with a PC. 'It means that we can contact them to issue specific alerts, such as for security problems, as well as providing real-time information on key performance indicators,' says Meadowhall marketing director Kate Norton.
The Comgenic offer is based around four key products: Manager, Promote, React and Analysis.
Manager links the intranet with Web site and centre kiosks to deliver relevant and timely content, while Promote includes customer profiling across a range of promotional media. Analysis is a sales reporting tool.
Kiosks provided by Interface and branded as Go Shop, are linked to the system to provide money-off coupons and give details of special offers.
The Comgenic React system provides the core communication with retailers.
This can run on a ruggedised PDA, which can be kept close to the till or be carried by supervisory staff - as already happens at Meadowhall - to give urgent information, such as news of shoplifting gangs, which requires an immediate response. This system can also be used for fire evacuations, lost children and other major incidents.
Contacts: PoulterNet - 0113 285 6431, www.poulterpartners.com; Interface - 01933 403424.
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