Sector Focus


Retail A unique offering from Octagon We often read about the need for


retailers to be relevant in the digital age, to keep abreast of new technology, to be ‘multi-platform’ and multi this that. This is just as true for shopping


centres like the Octagon as it is for our tenant retailers, so I am particularly pleased that this time in Chamberlink I can tell you about the Octagon’s new multi-platform customer reward and recognition scheme. Octagon customers are


encouraged to sign-up to the scheme, believed to be a first in the UK, provide a mobile and email contact and critically (and this is the unique bit) their vehicle registration number along with, of course, their name. To date more than 1,500 have


done just this and consequently when these customers drive into the Octagon’s 700 space car park the Automatic Number Plate Recognition (ANPR) system installed to manage car park stay payments recognises a participator’s vehicle registration number. It then engages with the visitor


by sending to the linked mobile a personalised message welcoming


The Octagon Centre Retail Therapy


By Peter Hardingham General Manager, The Octagon Centre, Burton


them to the Octagon and highlighting exclusive offers within the shopping centre that are available either from the retailers or from the centre itself – such as boxes of chocolates or free parking. They are then redeemed by customers showing the details on their phones in participating retailers or at the centre management offices. When they depart, the ANPR


system recognises that they have left and sends a further message later when many will be safely home, thanking the customer for their visit and telling them about


possible forthcoming reasons for a return visit. Since the launch several hundred


instant rewards have been redeemed and many of our retailers have been involved with exclusive offers, giveaways or money off vouchers all of which can be tracked and success and engagement levels therefore measured which in turn helps provide useful customer data and feedback to the retailers of the centre.


We are also looking to link the


centre’s free-to-access wi-fi to the system so that those users who sign up to access are linked to this new marketing development. Over time we also hope to evolve


the database so offers can be targeted to individual customer likes and interests but in the meantime we have a unique way to communicate with our customers, engage with local retailers and encourage return visits.


Brindleyplace gears up for new openings


There’s been a rush of activity at Brindleyplace with new openings and a new face to the marketing team. Nathan Sanghera has been


appointed as marketing and events executive at GVA, the company behind the management of Brindleyplace, who are responsible for events throughout the year as well as the overall marketing of the estate. Nathan said: “As one of the most


popular business and leisure destinations in the city, joining the Brindleyplace team has been great opportunity for me. “With the new restaurants opening, it’s been a busy start as I’ve also been working with Birmingham St Mary’s Hospice on their Forget-Me-Not display in Central Square, preparing for our first free events of the summer, the Dragonboat Race this month and the Film Festival in July, as well as getting to know all the tenants.” The new eateries at


Brindleyplace include two Birmingham-based brands, Yorks Café at Ikon and Siamais, which brings Thai cuisine to the estate.


52 CHAMBERLINK June 2017


The front terrace at Bank A third new flavour will come


with OKO, due to open on the ground floor below Nuvo, serving dim sum, sashimi and sushi. Sam Lawrence, director of


property management for GVA at Brindleyplace, said: “It’s been a brilliant start to the year for Brindleyplace and we’re looking forward to a great summer with the Forget-Me-Not display, followed by the countdown to the Dragonboat Race and Film Festival this summer. “Nathan is a great addition to


the team and is focused on ensuring Brindleyplace remains a desirable destination for workers in and visitors to the city.”


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