FutureFive NZ - Retail advertisers get more screen time


Retail advertisers get more screen time

Westfield shopping centres in New Zealand are showing off the Westfield SmartScreen Network starting today at Westfield Albany.

The system is made up of 175 digital screens, all interconnected in order to allow brands to engage with Westfield shoppers in a more engaging and articulate way.

Scentre Group oversees management and development of Westfield shopping centres in Australia and New Zealand. According to Bill Burton, Scentre Group GM of brand and media experience, their significant investment in this technology is consistent with their commitment to improve the customer retail experience at their shopping centres through innovation and digital technology.

The Westfield SmartScreen Network will be live across all New Zealand Westfield locations from Monday 27 March. The technology aims to drive brand success at the retail level, which bodes well for advertisers.  

“The Westfield SmartScreen Network will fundamentally change the way brands can maximise their use of the Westfield retail marketing environment,” Burton says.

“It gives them a level of quality, geographical coverage, control and digital flexibility that they have been waiting for, enabling digital efficiency and effectiveness never before seen in New Zealand retail.”

Burton says the Westfield SmartScreen Network allows advertisers access to every possible shopper journey taken while in Westfield shopping centres. Brands can utilise the vast entirety of the network, or refine their strategy to specific locations throughout shopping centres.

Scentre Group has used their experience on the subject when developing this technology.

“We’ve created the Westfield SmartScreen Network to drive brand success at retail. We design, build, lease, manage and care for these shopping centres every single day – retail is what we do,” says Burton.

“We’ve used all of that knowledge to ensure the Westfield SmartScreen Network gives brands a powerful way to reach, engage and convert Westfield shoppers.”

Major brand names are jumping on board as partners of Westfield SmartScreen Network. Nespresso, Sky TV, NIVEA, Holden, Fisher & Paykel and Vodafone are some of the eight large brands that will be featured across the network from next Monday.

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