Construction World June 2015

CONSTRUCTION WORLD

JUNE

2015

PROPERTY

The new company is called

FATTi, coined by combining the

words Wi-Fi and Atterbury, and is

managed by Adrian Maguire.

FATTi has deployed a solution that

enables site analytics, giving Atterbury

and Attacq’s retail property managers an

all-round view of shopping centre perfor-

mance and customer behaviour. This will

help it create better shopping experiences,

which means happier customers. The result:

better enjoyed and better performing shop-

ping malls.

Maguire says: “In simple terms, never

before has it been so easy to connect with

specific visitor groupings. Promotions can

be targeted at specific audiences, grouped

by age, gender, interest, location and even

the times they visit a shopping centre.

Essentially we are merging the best of retail

shopping with the best of online shopping.”

He adds: “We know that it’s more impor-

tant than ever for retail property profes-

sionals to be led by consumer changes.

Fierce competition from Internet and

other shopping channels, coupled with the

increasing expectation for a memorable

shopping experience, means that shopping

centres need to do better to succeed. Those

that monitor and respond to emerging

customer patterns have the best chance

of outperforming.”

By forming FATTi, Atterbury and Attacq

are poised to manage the changing environ-

ment in shopping centres.

FATTi’s ground-breaking, cloud-based soft-

ware, combines information from a wide

range of sources, to provide Atterbury an

unprecedented 360-degree view of Atter-

bury’s business. It also gives a unique insight

into untapped opportunities across any

single shopping centre, and for Atterbury and

Attacq’s entire portfolio of retail properties.

Maguire adds: “By deploying this soft-

ware or APP, with the necessary hardware

through our centres, a broad range of metrics

become available to our centre managers.

With this, they can quickly calculate imme-

diate priorities for attention, revealing previ-

ously unnoticed performance patterns and

enabling sharper decisions.”

This is a 100% custom-made solution

for Atterbury and Attacq, developed by

combining the talents of market leaders

in different disciplines to create a single

value proposition, which starts and ends

with the customer.

The value proposition uses information

from a mall’s end-users, to create completely

personalised solutions that deliver the

right message to the right customer at the

right time.

Combining the social benefits of the

shopping environment and private digital

channels, the bricks-and-mortar mall and its

retailers, can now effortlessly interact with

visitors and potential visitors within the mall

catchment area.

Thanks to FATTi, customers at Atter-

bury and Attacq malls will be the ultimate

NEW

TECHNOLOGY

COMPANY

Atterbury and Attacq today announced the creation of a new

technology company to drive its initiative to best understand

consumer behaviour at shopping centres, by engaging with

customers through multiple digital media.

winners. These shopping centres include,

among others, Newtown Junction, Garden

Route Mall and Lynnwood Bridge Retail.

Retailers at its malls will benefit greatly

too. Soon, all Atterbury and Attacq centres

will offer retailers the power to unlock more

meaningful omnichannel shopping expe-

riences, by seamlessly merging mall and

online retail together.

“By allowing visitors to register and

download the mall application, Atterbury

and Attacq can offer their tenants the true

benefit and convenience of loyalty-based

promotions, discount tokens, Mobile on-

line payment for parking and access to

world-class Wi-Fi.

“This is a typical package, but benefits

can be varied for each shopping centre,”

notes Maguire. The APP is optimised

for iPhone and Android, with Windows

next in line.

Atterbury and Attacq will also see

rewards, by ensuring every square metre

of its retail space generates the maximum

return on investment.

“Attracting visitor volumes simply isn’t

enough. With FATTi, we aim to encourage a

steady flow of traffic around every area of

any centre,” tells Maguire.

The first mall where the FATTi solution

went live was Newtown Junction in the

Joburg CBD – in December 2014. FATTi is

being piloted at Newtown Junction and the

initial results have been good.

Maguire reports: “The next step is taking

it to market systematically. We’re looking at

an aggressive roll-out that, at first, focuses

on shopping centres larger than 25 000 m

Of course, FATTi offers value for all sizes

of shopping centres and even mixed used

developments, but the benefits of analytics

are exponential for larger malls, so this is the

best place to start.”

The new company is

called FATTi, coined by

combining the words

Wi-Fi and Atterbury,

and is managed by

Adrian Maguire.

The first mall

where the FATTi

solutionwent live

was Newtown

Junction in the

Joburg CBD –

in December

2014.