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‘Digital should serve the experience’


Ian Sandford (left), Mary Del Dosso, Anel Turkanovic and Mathjis Storm

AS PART of the MAPIC Innovation Forum, a session entitled Merging the Digital and Physical in Malls and Meeting Places took place this morning, featuring an expert panel considering the role of technology within destinations.
In a wide-ranging discussion, the panelists debated how best to incorporate technology, although  Ian Sandford, president, Eurofund Group, cautioned that digital should serve experience. “We have to create places that people want to be. So the interesting part is how we use digital technologies for digital concierges and giving an even better service to our customers,” he said.
Mary Del Dosso, general manager, Al Futtaim Malls, said that for her, one of the major uses of technology is in customer insights. “Gathering data is all about the customer journey,” she said. “So we track the customer journey from the car park, where they are going and where they are not going. And we ensure that the retailers also help to transform their internal space in the same way we are transforming ours.”
Anel Turkanovic, founder and CEO, Vemco Group, stressed the need for data to be accurate, transparent and available to both for landlords and tenants. Mathjis Storm, CEO at developer and landlord Wereldhave, added: “If you talk about the next technology, I am a big believer in ship from store. I call it realistic, particularly in the convenience segment. I think you better jump on that bandwagon.”
 
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