Scentre Group’s Westfield SmartScreen Network has made its debut to the Group’s New Zealand shopping centres. The 175 interconnected digital screens showcase the latest in-unit design and advertising technologies.
The Westfield SmartScreen Network was operational first at Westfield Albany – the first of five centres to be deployed by the Group in a rolling installation program.
Critically, these screens form part of the connected digital screen network of over 1,500 SmartScreens and SuperScreens positioned to influence every shopper journey across 46 shopping centres, including 39 Westfield shopping centres, in Australia and New Zealand.
Bill Burton, Group GM Brand and Media Experience, says “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. 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.”
“The Westfield SmartScreen Network will fundamentally change the way brands can maximise their use of the Westfield retail marketing environment. 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.”
“The vision for us is to connect brands and advertising partners with over 46 million shopping visits a year and drive energy and sales to over 800 retail destinations in our centres in New Zealand.
“We’ve commenced our talks with the New Zealand market, and the feedback and booking momentum has been extremely positive. Our learning from two years of operation in Australia gives us a brilliant base to accelerate from.”
Built on the premise that every screen counts, each location has been hand-selected to ensure the Westfield SmartScreen Network offers advertisers access to every shopper journey within Westfield shopping centres. Brands can take advantage of the entire network, or just the locations that suit their objectives.
“We’re inviting advertisers to re-think retail – to communicate with the valuable Westfield customer audience all through a world-leading, 21st century digital screen network, right at the point-of-purchase,” Burton adds.