Since November 28, 2020, visitors have been able to book their shopping visit in some of the shops in 16 of France’s URW shopping centers, thanks to a new service called “Le Pass” available on the centres’ mobile apps.
Back in 2020: a successful launch of the “Line Pass” in the United States
At the beginning of 2020, a new digital solution called the “Line Pass” was launched in the United States to facilitate shopping. The idea of the Line Pass was to give visitors the opportunity to avoid lines at the entrance of stores by opening reservation slots to shop via the centres’ application. This was a very useful initiative in the context of the pandemic which requires strict health protocols and measures to protect customers and employees.
This innovative service, totally free of charge and very easy to use, is available to all members of the free loyalty program of the Group. This pass offers two functionalities accessible within just a few clicks in the app:
- Either booking a 30-minute shopping slot in advance to avoid waiting lines when arriving to the store,
- Or once on site, registering in the queue “virtually” to be able to continue shopping in the centre and then be notified by a ‘push’ notification when their turn comes.
After this first successful launch in the United States, with more than 200 stores registered on the Line Pass, and more than 42,000 visitors having used the service, Le Pass is now being rolled out in France.
The French version called “Le Pass” is now rolled out in France
Available since November 28, 2020 in 16 French shopping centres, “Le Pass” is available at more than 330 partner stores that have access to setting related to “Le Pass” through the Connect by Malcomm app designed for shopping centres’ teams and tenants.
The Pass is a real innovation in the world of physical retail as it allows visitors to save time and enjoy a relaxed shopping moment while respecting the distancing rules by avoiding queues. Besides, it allows retailers to optimize visitor flows and better manage attendance depending on the hours and days to limit the exposure of sales teams. It is also a way for partnering brands to gain visibility because they are highlighted via the centres’ mobile app.
This initiative, which is all the more useful with the current constraints due to Covid-19, is however intended to last over time. Other exploration axes and functionalities are being studied to address other issues such as queues in stores (for fitting rooms or checkouts) or to go further in the shopping experience personalisation: for instance, when booking a slot, a dedicated salesperson or “personal shopper” could be proposed to the customer in the store.
We are continuing our efforts to adapt to the evolution of retail and to offer innovative solutions that answer our customers’ needs. With the launch of the “Le Pass” solution, we want to show once again our support to our retailers in optimizing their flows and strengthen the bond with our visitors by offering them new shopping alternatives designed to make their daily lives easier.Anne-Sophie Sancerre