Innovating the retail guest experience
Broadway Shopping Centre in Sydney is Mirvac’s busiest and best performing asset. Following a recent interior renovation of the centre, Mirvac saw the need to upgrade its guest experience.
Craig Walker was asked to design a service experience that would not only be unique to the Broadway Shopping Centre, but that would also clearly differentiate the centre from its competitors.
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Integrated and layered
We deployed a range of ethnographic research approaches, including customer walk ‑alongs, intercepts, interviews and workshops.
From the insights gained, we designed a layered, integrated service model that moves away from the traditional ‘service desk’ approach.
The project in numbers
31Hours of observations and customer walk‑alongs
8Service safaris
20Experiences designed
A new normal
Designed during the COVID19 pandemic, the model brings together a wide range of services from across the centre, such as delivery, food and beverage, environment and parking, all supported by digital technology and strategic partnerships.
The model, which we delivered with a set of experience storyboards and briefs, has face-to-face engagement at its heart while focussing on meeting the customers where they are.
