DIRECTOR OF MARKETING UK & EUROPE, Westfield
HOW IMPORTANT ARE GROUP VISITORS TO YOU AS A SHOPPING CHAIN?
Group visitors are very important to Westfield and we believe it’s important that they have a truly outstanding shopping experience around our shopping, dining and entertainment experiences. We regularly host a wide range of group tours, from school trips to international visitors, particularly around key holiday periods including China Golden Week and Christmas. We expect to see a significant uplift in school groups with the opening of KidZania, the attraction which lets children role-play real life activities.
WHAT’S THE GROUP OFFER?
We are proud of our sophisticated concierge offers. Free coach parking can be pre-booked online. As part of the pre-booked groups package, visitors will receive a personal welcome into the centre by the dedicated concierge team, welcome packs including mall guides so group members can find their way around, bookable upgrades services such as Handsfree Shopping, restaurant reservations, delivery services and many more. Food is as important as fashion at Westfield and top restaurants offer group rates when booked in advance. Westfield’s most recent addition to the service offer is The Fashion Lounge, which offers guests a brand new personal styling service at Westfield London. The Fashion Lounge is perfect for groups who want to share a unique shopping experience together, as the team of stylists can help members discover the latest trends and wardrobe solutions in a luxurious new suite on the second floor in The Village. We also offer shoppers visiting The Fashion Lounge a wide range of beauty experiences from manicures to eyebrow shaping. Within the centres, our team of over 40 professional Concierge advisers, covering over 25 languages between them, are dedicated to assisting visitors with the very best in customer service. The Concierge team are often on the malls providing assistance and can also be found at any of our five Concierge Desks located throughout the centres during opening hours. At these desks, visitors can also find our mall guides, versions of which can also be found in large print and in ten different languages. Westfield London and Westfield Stratford City have interactive kiosks to ensure visitors can establish the best route to and from one store to another.
DO YOU WORK WITH OTHER TOURISM OFFERS IN THE AREA?
Westfield is firmly on the London itinerary circuit for UK and international group visits – Blue Badge guides host tours of the Queen Elizabeth Olympic Park that start and finish at Westfield Stratford City. In our groups brochure, we offer suggested itineraries for making the most of the trip to East or West London as well as recommendations on local hotels.
WHAT HAVE YOU LEARNT ABOUT PROVIDING SERVICES FOR GROUP BUYERS?
Offering a ready-made solution with suggestions as to how to package up the whole day has been well received. We know the local areas around both shopping centres incredibly well, so are perfectly placed to suggest itineraries. Also, adding value through our free coach parking, meet and greet service and VIP Pass add to the Westfield experience.
Myf joined Westfield Australia in 2008. Prior to joining Westfield, she worked for Nestle in Australia and New Zealand as well as Rothmans UK in England and Moscow in a wide variety of marketing roles. Myf was appointed General Manager of Marketing for Westfield UK in May 2010 and Director of Marketing UK/Europe in 2013. As one of the best connected and easily accessible shopping centres in the country, Westfield Stratford City in particular has over 58 trains per hour connecting it to the City in just eight minutes, Docklands in 11 minutes and West End in only 20 minutes.