Scentre Group’s IT team has also had an overhaul, with a new head of technology, ex-Disney executive, Richard Webby, installed in March across a more integrated technology function.
Mc Aveety said he’s already fostering a strong link with his IT executive counterpart, and the pair are working together to realise how technology can improve experiences for customers.
This will be followed up with a rollout across physical assets shortly.
On the surface, the look retains the Westfield logo and is supported by a new graphic ‘W’ device, designed to better unite the digital and physical and featuring a broader colour palette, bespoke patterns, cleaner typography and fonts and supported by a more conversational tone of voice.
Scentre Group has also taken back ownership of its digital properties back from a third-party partner, hiring Accenture’s Fjord division and investing in its own digital technology stack in order to create a new digital platform from which to build out more digital products.
The first was the revamp of the sites, which Mc Aveety described as less corporate and more contemporary.
Customer insights are another area getting a boost.
“It was interesting to me when I came in that we still had a marketing department.He was very convincing and made plans to come to New Zealand for a holiday, to spend time getting to know me, going as far as to send me his itinerary.However; one week out from this seemingly perfect holiday I received a phone call from him stating that he was in a remote part of Sri Lanka without internet coverage and he was seeking my assistance to transfer funds from his international bank account to one of his "sub contractors" account.This real-time data and commentary is allowing the team to identify customer problems that it can try and solve in real time, Mc Aveety said.Scentre Group is in the early stages of building out its customer data platform.