Sector Focus
Retail development heads to Burntwood
A £15m retail development in Burntwood, Staffordshire, has been given the go-ahead. Property firm LCP will re-develop
the former Olaf Johnson factory, in Cannock Road, into a 68,000 sq ft retail park. LCP managing director Nick
Burgess said: “We’ve worked very closely with Lichfield District Council, Staffordshire County Council and Burntwood Town Council to ensure our plans match their vision for a retail scheme that adds to the town’s vibrancy.” Staffordshire County Council’s
Cabinet Member for Economic Growth, Mark Winnington, said: “Development of this former industrial land will be a real boost for Burntwood and add to its retail offer. “The development will also see
more local job creation. It is a county council priority to work with our partners to ensure our economic growth continues and town centre regeneration plays an important part in this.” *Work has also started on a retail park on Eastern Avenue, Lichfield. The ten-acre site, next to
Lichfield City Football Club, was formerly occupied by IMI Norgren and has been bought by property company Hortons’ Estate.
Retail Therapy
By Peter Hardingham General Manager, The Octagon Centre, Burton
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 recognises a participators vehicle registration number. It then engages with the visitor
by sending a personalised welcoming message highlighting exclusive offers within the shopping centre that are available
either from the retailers or from the centre itself. When they depart, the ANPR
system recognises that they have left and sends a further message thanking the customer for their visit and telling them about forthcoming reasons for a return visit. Overtime we also hope to evolve
the database so that offers can be more targeted to individual customer likes and interests but in the mean time we have a rather special, and for the time being, unique way to communicate with our customers, engage with local retailers and encourage return visits.
Retail Octagon’s reward scheme
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60 CHAMBERLINK March 2018
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