This offline process created the following challenges for Vicinity Centres:
Key to the success of this rapid product development was the early and repeated involvement of customers in the design process. By involving customers, IE was able to ensure that the final solution not only delivered on the key business objectives but also created value for the intended audience.
While the engagement and approach was design-led, the final solution utilised a range of technologies to achieve the desired experience.
The technology stack of the solution involved integrating into Vicinity Centres’ data lake, whilst leveraging a headless CMS, two progressive web apps, AWS and Auth0 to create a seamless registration process that begins on a kiosk at the concierge desk and is completed on the customer’s personal device in real time. This architecture has allowed Vicinity Centres to quickly scale the experience across multiple centres under different brands.
The new, customisable platform delivers a flexibility to retailers that allows Vicinity to offer their centre visitors more compelling, searchable offers and accurate redemption attribution.
The customer-facing application has allowed Vicinity to better service over 800 high-value foreign and interstate centre visitors in the first 3 months since launch.