Westfield has stemmed the tide of decreasing shoppers in malls this winter by providing dozens of Electric Vehicle charging stations at shopping malls around New Zealand and Australia. Over the last couple of years many people have been buying electric vehicles, but have found that the range of up to 160km, which wasn’t too bad during summer, reduced dramatically with the use of air conditioning and window heating to warm the car in winter.
This reduced range combined with a continuing decrease in the frequency of people going to shopping malls provided the impetus for Westfield to come up with a new loyalty program for shoppers combined with a mobile application.
Effectively by using their mobile loyalty app, shoppers are rewarded with credits they can use of various purchases, one of which can be redeemed by parking at one of the EV charging stations at the mall. This not only encourages people to visit the mall, but also to stay longer, whilst electric car owners make sure that their car is fully charged before they leave the mall. The application lets loyalty shoppers know when there is a car park available and guides them to it. It also alerts them when the car is fully charged.
A spokesperson for Westfield New Zealand said that already in the last 2 months they had seen significant use of the charging stations and many retailers, particularly fashion and the food halls and cafes have seen a regrowth in trade.
Event Cinemas have also announced that they are going to trial a number of EV chargers in selected movie theatres in Australia in conjunction with their CINE BUZZ loyalty program. Each time a CINE BUZZ member has purchased 5 movie tickets they will be entitled to a full car charge for free.