ECE has successfully finished the trial of the services offered at Alstertal-Einkaufszentrum (AEZ), which were implemented in the context of its “At Your Service” campaign.
Consequently, the already high customer satisfaction ratings have increased further, as shown by the results of a survey conducted at the end of the “At Your Service” pilot project at AEZ, which marked the start of a comprehensive service campaign which totals an investment into the service quality of up to 60 centres totalling €190 million in the coming years. According to the customer survey, 84% of the customers rated the services at AEZ as “good” or “very good” after the implementation of the new “At Your Service” offers. This is a significant increase as before the project had started, 70% of the customers rated the services as “good” or “very good”.
In total, two out of three customers (65%) say that the shopping experience at AEZ has improved through the “At Your Service” campaign. More than 75% of the customers rated the improvements as “good” or “very good”. The overall satisfaction of the customers with the centre is at nearly 90%.
“We are very pleased that we have achieved the primary objective of our service campaign: increasing the customer satisfaction and the shopping experience by highlighting the services at the individual centres even more and by optimising and complementing them,” said Joanna Fisher, managing director centre management at ECE. “The successful implementation at AEZ will be a role model for the other centres where we will implement the “At Your Service” offers.” “The survey also showed that the individual new services have been well-received by the customers – especially those along the touchpoints in the centre. Improving these services, such as parking, wayfinding, information services in the centre, and the quality of stay, has been very important,” she said. RPA Perspective German shopping centre developer ECE has been working on a number of initiatives at its centres, most notably in its F&B provision. The company is primarily focused on improving the environments at its centres and at AEZ it trialled a number of initiatives which are likely to be rolled out.
A number of new seating areas and lounges with comfortable furniture and ambient lighting were added. The customer restrooms were completely refurbished and complemented by new attractive lobbies, customer corridors were redesigned with a welcoming and modern ambience. The entire signage was renewed and for a better indoor wayfinding experience, new signage columns show a directory of the shops and services available, and the customer information desk received a complete makeover.
Moreover, new lobbies, improved indoor wayfinding, signage, lighting, and different colour designs in the parking garage provide a welcoming ambience to the customers. Furthermore, a parking indicator system was installed which leads arriving customers to unoccupied parking spaces by flashing green or red LEDs.
Other services at AEZ include digital information services, a new website, and the Digital Mall.
ECE’s “At Your Service” campaign is a holistic approach aimed at taking the services at the company's centres to the next level and to provide a positive shopping experience for the customers from the beginning to the end of their shopping trip.
