Home » Scentre Group offers customers a COVID-safe Christmas in-store
Industry News

Scentre Group offers customers a COVID-safe Christmas in-store

Scentre Group’s latest customer update announces the company’s intentions to make a COVID-Safe Santa experience available to all customers across its Westfield Living Centres that will reflect the relevant health advice for each region in Australia and New Zealand.

“We’re committed to delivering a COVID-Safe, festive and enjoyable experience for our customers this Christmas,” said Phil McAveety, Scentre Group Director Customer Experience. “Of course, Santa will be a big part of Christmas at Westfield but in a different way to reflect health advice, as the community would expect.”

McAveety stated that 2020 has reinforced the importance of community and the role Westfield Living Centres play in its customers’ daily lives, adding that Scentre Group has followed health advice and remained open every day throughout the pandemic to deliver essential and valued services to its customers.

“Our customers have told us that Christmas will take on an even greater significance this year,” he said. “They’re most looking forward to spending time with family and friends, enjoying decorations and the festive atmosphere, and giving and receiving gifts.

“We’ll bring to life the magic customers expect of us, while prioritising the wellbeing of our customers, retail partners and our employees.”

McAveety said that this means reimagining some of the much-loved Westfield traditions while also introducing new experiences.

2020 has reinforced the importance of community and the role Westfield Living Centres play in its customers’ daily lives

“We know young families are already counting down to the arrival of Santa. Online bookings and contactless payments will be critical to our delivery of Santa, Sensitive Santa and Pet Photography,” he explained. “We’ve redesigned the Santa photo so families are sitting at a safe distance from Santa, with more decorations and props to make it fun and memorable.”

He said that due to the impact of COVID-19, the vast majority of customers have indicated that they also expect their in-store Christmas shopping behaviours will change. Many have said they will start shopping earlier, make use of extended trading hours and take advantage of sales events, discounts and offers.

“The festive season is a time where we provide more opportunities for our retailers to connect with their customers,” said McAveety. “Black Friday will take on a new format at Westfield this year. Some 75% of customers have told us they intend to take advantage of the sales event in-centre, while an even split said they expect to purchase in-store versus online.”

He explained how the continued convergence of physical store networks and digital engagement with brands means online and in-store will play an equal role in the customer research and purchase journey this Christmas.

“Importantly, customers have also reinforced the value of shopping at their local Westfield centre; identifying try-before-you-buy and having access to a variety of brands, products and offers in the one place as two key reasons they intend to shop with us,” he said. “It’s really pleasing to see customer confidence continuing to build as we adapt to a COVID-safe normal within our Westfield Living Centres.

“After what has been a difficult year for many, we feel encouraged by the attitudes expressed by our customers and are looking forward to making Christmas magical at Westfield with every visit,” McAveety concluded.

About the author

Avatar photo

Shopping Centre News

Shopping Centre News (SCN) is in the ‘information business’, and is perceived as such by its readers. Daily industry news makes shoppingcentrenews.com.au a must-visit as part of the morning routine for those who want to keep right across the latest retail developments and events, while SCN's premium magazine is the leading publication for the shopping centre industry in Australia and New Zealand.

Known as the ‘industry bible’ SCN is printed five times a year with fascinating, in-depth features and important critical analysis written by known industry insiders as well as the popular ‘Guns’ reports, which ranks Australian shopping centre performances. Shopping Centre News is the only publication in the world that features centre statistics on Turnover, Turnover per square metre and Specialty Shop turnover per square metre for every major centre in Australia.

Add Comment

Click here to post a comment