Komo Digital Engagement, one of Australia’s leading digital brand engagement platforms, has been enlisted by Ranfurlie Asset Management (RAM) to provide its digital engagement suite to help bolster shopper experiences in a new COVID-safe norm.
Through Komo’s platform Ranfurlie’s centres, which include Tarneit Central and Manor Lakes Central, will be able to add a new digital dimension to community engagement. It will allow Ranfurlie’s team to create instant user-first interactive digital campaigns through integrated engagement tools.
The custom-built digital suite, which has been coined internally by Ranfurlie as ‘HQ’, provides tools including consumer opinion polls, live trivia games, personality checklists, videos and over 30 plug and play games. Each engagement tool can be utilised to incentivise community participation and drive post-activation sales, as well as instant rewards for customers via retailer digital coupons.
A part of Komo’s unique digital engagement subscription service, the campaigns will be delivered through custom-built live microsites that can be accessed via QR codes and URLs, and updated in real-time.
Developer, owner and operator of a suburban Melbourne shopping centres, Ranfurlie Asset Management’s general manager of marketing Lisa Charter said it’s imperative for retailers to retain footfall by offering new experiences. However, with COVID-19 safety restrictions imposing an obvious challenge on physical activations, the answer lies with digital to secure cut-through engagement.
Says Charter: “With traditional channels becoming less effective and the new commercial reality of a post-COVID environment, our centre marketing wanted to find new ways to drive footfall, support retailers and build strong direct relationships with customers.
“Komo’s dynamic community engagement platform will allow us to create and launch interactive and gamified digital campaigns quickly and reward instantly, facilitating communication, interaction, involvement and exchange between our shopping centre and its community.
“We believe this platform is the first of its kind in Australia in this asset class, providing constant value, interactive content, competitions and rewards to our shoppers and is ‘always on’– while at the same time learning about the consumer to provide a more personalised shopping experience.
“Komo’s trackable digital coupons deliver personalised offers based on user preferences to selected cohorts and result in a higher consumer uptake rate on prize offers and therefore an improved ROI for our retailers.”
Founder and CEO of Komo Digital Engagement, Joel Steel said the potential of digital consumer engagement is yet to be unleashed in Australian shopping centres: “With adoption across Ranfurlie’s extensive centre footprint we will begin to see a shift in consumer habits towards a digital environment.
“Komo’s custom built engagement hub for Ranfurlie’s centres will effectively become the centre community’s one stop shop for fun, interactive customer, retailer and community content. We equate it to a personalised Facebook page, without any external noise from the thousands of other people, brands and organisations trying to get that community’s attention.”
Komo’s appointment as Ranfurlie Asset Management’s digital engagement partner adds to the tech start-ups growing list of iconic Australian brands including Marvel Stadium, Warner Music Group and Coca-Cola European Partners.