At the end of 2015 Peter Allen (CEO) challenged the business with a simple question: “What is one thing we can implement in all centres that shoppers will consider extraordinary?”
Innovative ideas
Eighty-eight unique ideas were pitched, generating more than 630 votes. Three outstanding suggestions centred on customer service and loyalty were selected to progress from idea to reality:
place.active: Australia has held the highest obesity ranking in the world since 2008. By optimising under-utilised space (rooftops and adjacent land), we can activate our malls with sporting and physical activities to promote active communities. Examples include: water parks, rock climbing walls, yoga classes and partnerships with retailers i.e. Lorna Jane.
Smarter+: rewards for loyalty allowing shoppers to join a Westfield Loyalty program that rewards visits and money spent with benefits such as free parking.
5 More Minutes: short-term, ad hoc occasional childcare offering parents and their children "Heaps of fun while you get things done".
“This high level of engagement proves that we have huge momentum in the innovation conversation and we’re great at creating ideas that engage our people.”
– Jo Smail, Scentre Group Innovation Champion.
To accelerate innovation and turn ideas into impact, nine people took six weeks’ ‘innovation leave’. Each team was mentored by an external innovation coach from The Strategy Group, and supported by a senior executive sponsor and a dedicated finance analyst.
“What Scentre Group is doing with innovation really is world class – you’re not just talking about innovation, you’re actually doing something.”
– Professor Jeffrey Tobias, The Strategy Group.
To further test ideas with the market, thousands of shoppers, dozens of retailers and several potential partners were surveyed. The innovation teams are now working like start-ups to turn these initiatives into reality. Watch out for these innovations hitting selected Westfield Centres in 2017.
