Page 18 - waterfall Issue 12 2021

Waterfall News

ThE sciEncE

bEhind RETAiL

When art meets strategy to deliver unique customer experiences

Mall of Africa
n estled between Pretoria and of art and science, to deliver unique likes, dislikes, demographics, as well as

experiences that shoppers want.
shopping and spending patterns – all
Johannesburg, the Waterfall
development is Gauteng’s
fastest-growing business “As custodians and developers in the to create a seamless, tailored shopping
experience that isn’t being replicated
and lifestyle destination. This smart greater Waterfall precinct, Waterfall anywhere else,” says Clampett.
city features several retail centres, Management Company and Attacq
not least of which are the iconic pride themselves on being able to ALL AbouT ThE
Mall of Africa and neighbourhood create an environment in which the EXpERiEncE
centres such as Polofields various tenants can deliver on their Clampett says the world of shopping
Crossing and Waterfall Corner. specific strategies,” says vorster. has changed, with malls evolving
beyond places to shop and, instead,
So, what is the secret behind gAining insighTs becoming destinations delivering
the success of Waterfall’s retail Property developers and managers experiences. “As Attacq, we have
offering? We spoke to Tito must think differently about creating invested heavily in ensuring that
vorster, Group Treasury at the the ultimate retail mix in the current the customer experience at any one
Waterfall Management Company business environment. This entails of our centres is smart, safe, and
and Michael Clampett, Asset embracing technology to leverage uniquely interactive. We want our
Management Executive at Attacq, extensive data analysis and customer centres to be spaces of excitement,
to discover the answer. insights to understand shoppers’ connection, and creativity, and we
needs and desires. “We spend a lot of strive to ensure we are establishing
It turns out that Waterfall’s recipe time and energy understanding the lasting, curated and customer-
for retail success is a combination people who visit our centres – their responsive environments,” he adds.

16 Waterfall Issue 12 2021