Award nominated work revitalising Vicar Lane Shopping Centre
Vicar Lane Shopping Centre has been shortlisted for an award at this year’s prestigious REVO Gold Awards.
Vicar Lane has been acknowledged in the Re:wired category for their innovative use of digital technology which enables the shopping centre to better understand the preferences and behaviours of customers.
The Re:wired award recognises and celebrates the best examples of innovative retail property technology. Vicar Lane has been shortlisted along with big names in the retail sector including Westfield and Savills, highlighting the industry-leading nature of the approach.
The Centre and its owner Alterx have both been working with tech specialist Maybe*Tech to engage with the Chesterfield audience. The fascinating results have helped to shape the future design and function of Vicar Lane as well as helping to create a better experience for visitors.
The findings have led to a new approach to the leasing of empty shops with Steeplegate coming to life again as a venue for independent brands.
The approach has also helped shape the development of the centre’s marketing and promotions, and led to innovations like the giant new screen which opens in St James’ Square next month.
David Goldstein of Alterx explains: “The innovative work with Maybe*Tech has allowed us to actively use social media to monitor and communicate with our customers to understand what they want from Vicar Lane. This has led to us developing a series of successful pop-up events such as flower arranging, cinema screenings and a micro pub to compliment Vicar Lane’s current retail offer.”
Other new technology innovations have seen a partnership with parking specialists Reef, which has led to the Vicar Lane car park being upgraded to be fully automated and ticketless. Number plate recognition and an easy mobile payment enables a faster and frictionless parking system which is more efficient and environmentally conscious.
Behind the scenes, Alterx has set up new in-house communication channels for Vicar Lane retailers. This enables greater visibility on tenant trading performance which allows retailers to make better informed decisions.
The results have also seen increases in pedestrian counts, which is great news for Chesterfield, especially when so many similar towns across the country are struggling.
