Capitalising on the 300,000+ daily commuters, and an anticipated 15 million tourists annually, Australian mall giant Westfield has launched New York’s largest single retail destination at the World Trade Centre.
Mass Connections: Replacing the original mall destroyed during 9/11, alongside the area’s 60,000 strong residents, the 365,000 sq ft, 125-store venue will also service visitors from the 15 Subway and New Jersey PATH train lines running into the site.
Epic Architecture: Many stores, including Apple and Kate Spade, span two floors of the epically proportioned terminal dubbed The Oculus – designed by Spanish/Swiss architect Santiago Calatrava, famed for his neo-futuristic designs.
Tech-Boosted Shopping: Shoppers with Canadian footwear brand Aldo’s app will be alerted on entering its flagship – via a beacon-enabled push notification – about an array of location-specific app features. Users can scan products to check the store’s inventory for their size and activate a ‘try-on’ request – effectively calling an assistant directly to them. A ‘wish-list’ function enables customers to locate pre-selected styles shown on the app in-store, or be directed to similar products. Tablets provide similar functionality for those preferring not to go mobile.
US accessories brand Cole Haan has launched a partnership with Uber, allowing customers to request a cab to take them directly to the store – accessed via the brand’s store locator page. Meanwhile, same-day delivery spin-off service Uber Rush can speedily deliver its products to anywhere in NYC, including hotels. Cole Haan is also using handheld point of sale tools for transactions. See also Concierge Commerce.