CHARTER HALL
AUSTRALIA & ASIA and externally . Opening up the world of big data within its property portfolio and at a retail level has been a game-changer , Coleman confirms , particularly in terms of gaining a competitive edge .
“ We ’ ve been embracing new datacapture technologies across our retail platforms , where we ’ re rolling out WiFi , for instance ,” he explains .
“ It ’ s great for our shoppers and retailers in the centres , but it ’ s also giving us a whole world of data around people : everything from how people enjoy our shopping centres , to how our marketing campaigns are impacting our foot traffic .”
Charter Hall has been working with some third parties to integrate that data into areas like basket analysis , so it can gain a greater understanding around not just how people are using the retail centres , but also what they are buying , when , and why .
This is creating huge insights in terms of building strong customer profiles and also in terms of evaluating the competition , Coleman says .
From ad-hoc , manual processes to streamlined systems
Processing data to use in forecasting and predictive models has also been really important , and the company has a focus to drive that forward .
“ It ’ s really about getting a focus on productivity and process improvement around our core focus , and trying to deliver to not only release our people internally – so they can focus on adding value to drive the business forward – but also to improve the quality of information that is flowing right through our business ,” he adds .
“ This is all in the pursuit of streamlining our operations so
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