Using technology to power the customer experience


The Challenge

As a FTSE 100 property company with assets such as the Bullring in Birmingham and Brent Cross in London, Hammerson make their revenue by maximising footfall within their shopping centres and being able to demonstrate this to retailers who lease premises. However in a changing retail world driven by loyalty programmes and e-receipts at the till, the property owner is at a disadvantage through having no direct relationship with the customer.


The Fuel approach

Hammerson asked Fuel to integrate the geographical location data from on-site Bluetooth beacons with transaction behaviour captured in their new app and consolidate into one central marketing database. By overlaying this with 1st party data and campaign response data, the aim was to have a comprehensive single source of truth for each customer.

This was then used as the platform to send personalised communications to shoppers in real-time.

The result is a fully dynamic and responsive multichannel strategy. A complex data integration piece coupled with a class-leading campaign management solution has put Hammerson well on the way to achieving its goal of increasing customer engagement with the brand and improving rental income.



Site dwell time up


Avg visits per month up


Campaigns each week

Want to learn more about how Fuel can help you power profitable growth? Why not get in touch.

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Current Account Switch Service

Current Account Switch Service

Increasing click-through with more intelligent media delivery

Segmentation & Profiling, Digital Analytics


Segmentation to digital behaviour analysis

Segmentation & Profiling, CRM Consultancy, Campaign Management