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Bluewater's O2 deal to enhance shoppers experience

Kent shopping centre Bluewater has struck a deal with mobile phone operator O2 aimed at digitally enhancing consumers’ physical shopping experience.

Property group Lend Lease, which owns the centre, has signed a three year deal with O2 to deliver a selection of digital and physical experiences to visitors at the shopping centre.

Bluewater will offer complimentary O2 wifi access throughout the scheme. The deal will also allow users to view offers from retailers, with bespoke deals from retailers being offered through O2’s Priority Moments initiative.

Additionally “O2 Angels” will make regular appearances at Bluewater offering “random acts of kindness”, such as free coffee or Bluewater gift cards.

Mark Boor, head of retail asset management at Lend Lease, said: “The deal with O2, which is a first in the UK, plays a significant role in our strategy of using technology to facilitate enhanced guest experiences in physical environments. 

“We also believe technology has a key role to play in building virtual communities and creating a sense of place in retail and leisure destinations, which this partnership with O2 will enable.”

Features such as Priority Moments for O2 customers and O2 Angels will have the biggest impact, he predicted. 

“They will create experiences that guests enjoy, remember and share, which we are confident will lead to increased loyalty,”

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