Community engagement

Consumer behaviours and shopping preferences are continuously changing. Creating unique and relevant experiences for our consumers requires an intimate understanding of local communities wants and needs from our destinations.

Centre teams

Our centre management teams serve as Vicinity’s day to day touch points with communities across Australia.

They are our front line for engagement with our consumers, retailers, local government and other community partners and through these interactions facilitate great in-centre experiences, keep abreast of local issues and garner feedback on the needs of our communities.

We are out in the centre every day, alongside our retail partners, creating the best retail experience we can for our consumers. We engage with our communities through informal and formal interactions, through activities that resonate and by providing attractive destinations where they can connect. Most importantly, we greet them with a smile.  
Gabe North-Harney, Centre Manager, Bayside Shopping Centre

 

 

Data and insights

We recognise that digital technology and growth in online retailing is changing the way our consumers shop, how our retailers trade and how we manage our assets. Vicinity has been building greater capability in digital and data analytics to create a seamlessly integrated physical and digital experience for our consumers.

In FY17, we connected our centres and corporate offices to a single high-speed digital network with WiFi capabilities throughout. The rich data we are gathering from this network is helping us to gain insight into consumer behaviours including dwell times, foot traffic and traffic flows, enabling us to alleviate their pain points and enhance their retail experience with us.  

As a part of our ongoing consumer research program, we are also directly engaging with our consumers from each catchment to better understand their lifestyle needs, and inform the right retail mix at our centres to stay attractive and relevant to the local community.

To learn more about our approach to digital and technology, including our approach to privacy and data security, see 2017 Annual Report (page 19).

Engaging communities in centre developments

Developments offer Vicinity the opportunity to build sustainable and inclusive destinations, introduce the latest retail concepts and revitalise our offer.  

We engage with local communities during the planning and construction of our development projects to ensure that our centres continue to evolve in line with community expectations, and do not create any unintended negative impacts.

During development planning, our development and data and insights teams conduct extensive consumer research, consulting with local communities about their lifestyle preferences, shopping habits and expectations from our centres. We incorporate these findings into our concept and design works to ensure that the final product meets the needs of our retailers, consumers and the local community.

Regular engagement with the community during planning and construction phases ensures they are kept informed, interruptions are minimised, feedback is received and any concerns are proactively addressed.

Vicinity submits environmental and community impact assessments and mitigation plans to local councils for all major development projects.  

Information about these projects and potential impacts are displayed in the centre and on its website. We also equip our centre management teams with key information to pre-empt potential community concerns and ensure a timely and sound response is provided.

Case study: The New Glen

This year, Vicinity commenced our The New Glen redevelopment, which will transform The Glen into a vibrant local community hub - A place Inspired by You.

The Glen has appointed a community liaison officer to lead its community consultation program, which includes dedicated community information sessions and enables community groups to meet with the liaison officer on site.

The Glen is also providing regular updates to the community regarding the development through local newspapers, community newsletters, on our website and social media channels.

For more information, visit www.theglen.com.au.