Westfield plots digital developments to improve its ‘engagement with shoppers’

Westfield is to introduce new digital features in its malls as its marketing chief spoke of the importance of stepping up its “engagement with shoppers”.

Director of marketing John Batistich said finding new ways to communicate with visitors was becoming increasingly important, while providing “immersive experiences” was also a major focus.

“We need to engage with shoppers in new ways,” he said.

Among the initiatives include the gradual introduction of wifi in malls, which is expected to begin in October and will enable retailers to communicate with potential customers by targeting them with news, special offers and products.