Taking retail media to the next level – for better visibility and measurable success
In the digital world, data is the foundation every successful marketing strategy is built on. But what about the physical world? People stroll through shopping streets, browse shop windows and discover products. But what happens between the initial glance and the purchase? Which brands stick in people’s memory? What kind of advertising actually has an impact?
In shopping centres, where thousands of buying decisions are made every day, measuring advertising impact precisely has not been possible, but that’s set to change. Unibail-Rodamco-Westfield offers brands not just an extraordinary platform, but also a totally new solution for data-driven retail marketing.
Our innovative MyPortal platform provides in-depth, measurable insights – right there at the point of sale. Using state-of-the-art technology and data-based insights, we can make your campaigns in our centres more targeted, more effective and more transparent.
Precise data for maximum impact
MyPortal offers tangible benefits that boost performance in the shopping centre. Brands get daily access to data on your store, including visitor numbers,length of stay and which other stores they visit – and insights that make it possible to adapt marketing and sales strategies accordingly. At the same time, we compare results with those of competitors in the centre to highlight improvement potential quickly and enable brands to stand out. Whether it’s better customer appeal, greater efficiency or boosting turnover, MyPortal gives you all the tools you need to achieve your campaign goals.
We use advanced AI video analysis to record visitor flows, dwell times and customer profiles in real time – and in full compliance with GDPR. We analyse anonymous data such as shapes and visible colours of clothing to enable deep understanding of customer target groups. From planning your campaign with behavioural targeting to monitoring and evaluation, we deliver precise insights at every point on the customer journey.
