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FEATURE: PARKEX
PARKEX

Parkex
g
20
, Europe’s largest dedicated
parkin event, took place in Earls Court
at the beginning of March with some
new products designed to shake up the
retail sector in particular
10
T
his year’s Parkex saw the typical range of quality product
launches and new innovation. One area of heightened focus
was the relationship between parking and retail. Having
been a hot topic of discussion for years, parking companies are
finally turning ideas and research into enhanced technology and
marketable products.
APT SkidATA
According to Nigel Young of APT Skidata, the recession is prompting
centre owners to see car parks as a vital aspect of their business:
“If owners and managers want to run their car parks as a business
model, then we’ll happily help them do that.”
What with the recession and its impact on footfall and spend,
landlords are fighting to attract people who stay at home or shop
online to save money. It’s this renewed focus that Young wants
replicated in the handling of car parks.
“Centres are really trying to boost loyalty in shoppers. I’m always
staggered by the amount of money they put towards increasing
footfall, spend and rates in the centre itself. Where is this level of
investment in the car park?”
However, Young puts the recent improvements in parking
systems down to the constant innovation occurring in shopping
centres. “The shopping centre market has been the most proactive
in embracing technology to increase footfall and branding. It’s
this philosophy that has been driving car parks to become more Building on the marketing and customer loyalty so vital to
technologically minded,” he argues. shopping centres, APT Skidata’s ticket processing system also
With major banks such as Barclays and Royal Bank of Scotland displays the driver’s name when they enter a car park. “They are
rolling out contactless credit and debit cards, this is exactly the kind welcomed by name at the barriers, so people go in and out with a
of technology that Young has in mind. By integrating ‘Wave and Pay’ personal message. It makes you feel special.”
into APT Skidata’s car park payment system, drivers can simply wave The website also enables drivers to use their number plate as
their cards in front of the reader as they enter a car park. their unique identifier, with Automatic Number Plate Recognition
“The credit or debit card becomes your unique identifier,” explains (ANPR) employed at the entry barrier. But the future of car park
Young. “If you’re a loyal member of a particular shopping centre, you payment, in Young’s opinion, lies in the mobile phone. After all,
can start an account by entering your details online so the system will everybody has one: there are more mobile phones currently in
recognise you as you wave your card on entry. You’d never have to use circulation than credit or debit cards.
a ticket, which reduces overheads, lowers congestion, and decreases Rather than using licence plates or waving a debit card, drivers
crime because people won’t need to carry cash on them.” can use their mobile phone as a parking ticket. After the proper
www.shopping-centre.co.uk March 2010 SHOPPING CENTRE
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