New West End company adopts Mallcomm

Published:  07 August, 2015

Mallcomm teams up with New West End to connect London's prime shopping streets

New West End Company, the BID for London’s West End, have been working closely with Toolbox Group to develop a bespoke New West End Company smartphone app based on the unique B2B shopping centre platform, Mallcomm.

Representing an area of 25 streets within London’s retail heartland, including Bond Street, Oxford Street and Regent Street with 100,000 employees and £8.5bn annual turnover, New West End needed an effective way to communicate through the whole spectrum of workers from store managers to the retail team on the shop floor, street cleaners to ambassadors walking the streets. The New West End team

Mallcomm, a product of Toolbox Group, is an industry leading operational tool which has transformed retailer relations and shopping centre management across Europe with two-way communication channels that historically have been difficult to initiate and then maintain. Currently Mallcomm is being used in six countries across Europe by some of the leading property owners and asset managers in the World.

Steven Medway, New West End Company’s managing director of the trading environment, said: “We were really impressed with what Mallcomm has already achieved in shopping centres and saw the potential to create a New West End app based on it. Over the last few months we have been working closely with the team at Toolbox Group to design our bespoke app with an operational platform with unique functionality to help us in our goal of driving the West End forward.”

The New West End app will be introduced in a phased rollout, phase one was installing it in Oxford Street, where it is already proving successful in world leading retailers such as John Lewis, Selfridges, House of Fraser, Gap and many more. Phase two will commence in January, which will see the app extended to Regent Street and the third phase will encompass Bond Street.

There has been innovative, new functionalities developed for the New West End’s app, David Fuller, Group Digital Director at the Toolbox Group, explains: “Although a BID area is similar in many ways to a shopping centre environment, the sheer scale of it throws up some new opportunities to develop the platform. Working closely with the New West End Company we were able to add in some unique functions to develop the app into an integrated operational solution.”

New functions include being able to locate the nearest Oxford Street ambassador in real time using geo-location, the ability to report crime and anti-social behaviour and to view live news reports. This new functionality has been added to the platform which already includes the ability to report footfall and sales data, offer internal loyalty programs and post job vacancies as well as the ability to connect with third party contractors, such as clean-up crews, whenever necessary.

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