Westfield Group, which operates shopping centres across the UK, the US, Australia and New Zealand, has awarded its UK and international CRM business to Havas Helia following a pitch.
The company, which ran the pitch internally, has briefed Havas Helia to work alongside a number of internal departments to help develop a best in class customer experience across a range of sites.
Launching first in the UK – where it runs sites in Bradford, London and Croydon – with other cities to follow, the approach is designed to enhance the Westfield shopping experience and build more effective customer connections.
The company is also planning to build Europe’s biggest shopping centre in Milan, Italy.
Westfield UK and Europe director of marketing Myf Ryan said: “The new partnership will deliver true personalisation for our customers through a greater understanding of their interests. This will not only improve the overall shopping experience but will also deliver benefits for our retailers.”
Havas Helia chief executive Tash Whitmey added: “This is an incredible opportunity to collaborate with Westfield to align all of its customer data and deliver a unique CRM programme that will not only be focused on experiences, context and meaningful connections, but that will also fuel efficiency in paid media at a global scale through our sister agency Arena Media.”
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