The UK’s first-ever Google Commerce Search Technology has become available exclusively to shoppers at the Land Securities owned White Rose Shopping Centre.

The tool enables shoppers to search in real time online at white-rose.co.uk for products from participating retailers on their smart-phones or tablets, accessing inventory feeds and live stock data for their favourite products. Initially the tool will be trialled with leading retailers Debenhams, Top Shop and Aurora brands Oasis and Warehouse from now until the end of May 2012. 

Shoppers using the new state-of-the-art functionality will be surveyed to secure their feedback so tweaks and enhancements can be made to the software before it launches across Land Securities’ network of retail outlets. All those who participate in the survey will find themselves in with a chance of winning a £100 gift card in recognition for their time and suggestions.

Richard Akers, Managing Director, Land Securities Retail said: “This new technology from Google provides shoppers with a single place to locate the product information they need and to plan their Land Securities shopping experience. It also allows retailers to promote their competitive products within the search results and learn more about how their customers prefer to shop.”

Leeds shopper, Davina Flaherty, who has trialled the new technology commented: “There’s nothing worse than not being able to find exactly what you’re looking for and this new online tool will help eliminate that. Being able to search for what products are in stock and in store before heading out makes shopping even more exciting because I know I’m going to have a successful trip – it’s a brilliant idea and would urge all to try it.”

Land Securities has also announced plans to roll-out a free WiFi service to the 300 million customers a year who visit its shopping centres and designer outlets across the UK. Working with public WiFi provider The Cloud, the scheme is expected to be up and running by the end of 2012.

Richard Akers continued: “UK retail has reached a crossroads. Digital technology is estimated to influence 25 per cent of product sales and successful retailers are waking up to consumers’ demands for new shopping experiences. Offering free WiFi access to all of our shoppers is an important structural change that will capitalise on our existing digital infrastructure, as well as offering new commercial opportunities for retailers across our portfolio.”

A full refresh is also underway to redesign and mobile optimise the majority of Land Securities shopping centre websites. A number of shopping centres have already benefited from the overhaul including the White Rose.

Richard Akers concluded: “Consumer behaviour is changing fast and the past few months have seen retailers ‘leap-frogging’ ahead with new multi-channel services and products. Providing an immersive and superior customer experience regardless of channel is a priority for Land Securities, and retailers and customers will feel the benefit of our new digital tools announced today.”

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