- On 8 September 2017
Create an enhanced shopping experience for Galeries Rive Nord shopping centre customers
What is the Galeries Rive Nord? What are our company’s objectives?
Strategically located in Repentigny on Autoroute 40, Galeries Rive Nord is the leading shopping destination in the Lanaudière region. It is home to over 130 boutiques and stores, including national chains, such as H&M, Linen Chest, Sears, Walmart, Toys “R” Us and Sports Experts/Atmosphère. Some 7.2 million people visit the shopping centre every year for the range of stores, warm ambiance and services.
Galeries Rive Nord is one of 20 shopping centres owned by Cominar, one of the largest diversified real estate investment trusts in Canada and the largest owner and manager of commercial buildings in Québec. Its portfolio, made up of 523 office and industrial buildings and quality shopping centres in Québec, Ontario, the Atlantic Provinces and Western Canada, has over $8.4 billion in assets.
As a commercial landlord, we need to provide stimulating shopping environments for customers and retailers to generate traffic and sales.
Galeries Rive Nord is a partner for the CieTech project and the digital quad in Repentigny. As such, the shopping centre will be an experimental space for CieTech members and retail partners. Ultimately, Galeries Rive Nord will be a place where customers can be among the first to enjoy brand new experiences in smart retail and experimental technology.
Galeries Rive Nord would like to try out innovative solutions that generate the most value for the shopping centre and that could be used in other Cominar properties.
What problem are we trying to solve?
Galeries Rive Nord is a leader in local shopping for North Shore residents. It has a reputation for being a friendly place, rooted in people’s lives, which offers quality customer service and where people can quickly find what they want. It is important that customers be able to explore the range and depth of the products and brands available in the shopping centre’s 130 stores.
The evolution of online shopping and shopping centres puts pressure on us to start a movement of major change for our customers and retailers. We need to offer innovative solutions that make customers’ lives easier; if customers can’t quickly find what they are looking for, they will shop online or go to another shopping centre. E-commerce changes consumer behaviour and expectations; they expect to find everything, right away, all the time.
What are our objectives?
Galeries Rive Nord is aware that shopping centres need to be reinvented, so it would like to explore solutions that leverage the advantages of the shopping centre, while integrating the advantages of the digital world, including:
● Making it easier and more engaging to explore the brands and products available in the shopping centre.
● Offering valuable personalization services and improving customer service.
● Reinforcing the ability to touch, test, compare and try products.
● Reinforcing the pleasure of being able to leave with the desired product.
● Offering shopping solutions outside business hours.
The solutions need to meet the following objectives in whole or in part:
● Improving the quality and increasing the number of interactions the shopping centre has with customers.
● Increasing the frequency of visits to the shopping centre.
● Increasing commercial transactions with the shopping centre’s merchants.
What is the target: who are we addressing?
Dynamic and family-focused, the clientele is from the area or has chosen to settle there for the quality of life and the advantages of the suburbs. These families are curious, well informed and want novelty and diversity in their entertainment and recreation. Over 40% of the clientele has young children, and 75% own their own homes. At $89,000, the average household income is substantially higher (+27%) than the average for the CMA of Montréal. The clientele is mainly women (75%) and half visit the shopping centre from two to seven times a month.
Certain younger customers – who had fallen out of the habit of shopping at shopping centres – and even regular customers are more demanding and want value-added services that enhance the shopping experience.
What will be the framework for the pilot project for testing your solution?
If the start-up would like,Galeries Rive Nord can provide:
● data from traffic counters that measure the number of people entering and leaving the shopping centre.
● a detailed list of products and brands merchants sell.
● statistics about Wi-Fi offered in the common areas of the shopping centre.
● the list of infrastructures owned by Galeries Rive Nord, for example, parking lots, common areas, hallways and unoccupied commercial space. Based on availability and subject to certain conditions.
The start-up will have the participation of five Galeries Rive Nord merchants who are prepared to test the solution as needed.
What are the key performance indicators?
The success factors for the project relate to the target clienteles’ use and appreciation of the solution. Depending on the type of solution tested during the pilot project, key performance indicators could be:
● Usage rate for the solution.
● Merchant sales generated by the solution.
● Repeat use of the solution.
● User satisfaction rate.
● Number of users.
● Rate of increase in the average number of transactions per visit.
● Rate of increase in the average number of visits during the period.