Don't Get Left Behind: The Importance of Omnichannel Digital Customer Service in Shopping Centres

Corry van den Brink
Founder & CEO

Omnichannel digital customer service transforms shopping centers with seamless experiences, personalization, and 24/7 availability. Implementing involves understanding customer needs, integrating channels, staff training, and ongoing refinement. Future trends include AI, VR, and evolving consumer behavior. Arii offers a comprehensive platform for cohesive communication. It's a critical tool for surviving in a customer-centric, digital world.


Are you ready to take your shopping centre customer service to the next level? Welcome to the era of omnichannel digital customer service in shopping centres, a game-changing approach that's turning traditional retail experiences on its head. We're here to take you on a journey through the why, the how, and the future of this indispensable approach. Buckle up and enjoy the ride.

The Growing Importance of Omnichannel Digital Customer Service in Shopping Centres

Let's set the stage. Customer service has evolved dramatically over the past few decades. Do you remember the days when customer service meant a smile at the checkout and maybe a call centre? Those days are long gone.

We're living in a digital age where customers expect more - they want seamless experiences that blend physical and digital interactions. The role of omnichannel digital customer service in shopping centres has grown significantly. And then, the pandemic hit, accelerating this digital transition at breakneck speed. According to our friends at McKinsey & Company, offering a compelling omnichannel experience used to be the bleeding edge of retail. Now, it's a requirement for survival. More than one-third of Americans have made omnichannel features such as buying online for in-store pickup a regular part of their shopping routine since the pandemic, and nearly two-thirds plan to continue.

The Value Proposition of Omnichannel Digital Customer Service for Shopping Centres

The perks of omnichannel digital customer service in shopping centres aren't just limited to the retail giants. As a shopping centre, embracing this approach can catapult your guest services to heights you never thought possible. Let's talk about why this transition is so crucial:

Elevated Guest Experience

At its core, a shopping centre is more than a place to buy things—it's a place to have experiences. By providing a seamless omnichannel experience, you ensure that guests can interact with your centre in a myriad of ways, making their visit more enjoyable and memorable. Whether it's navigating the mall with an interactive map, checking event schedules, reserving parking, or getting instant answers to inquiries through self-serve, omnichannel services offer a superior guest experience.

Availability Around the Clock

We all know that shopping centre hours can't stretch around the clock, but your guest services can! With the implementation of digital channels like a website, app, mobile self-serve, or social media, guests can find information or get support whenever they need it, even outside the standard operating hours. This 24/7 availability enhances the overall guest experience and assures them that they're always taken care of.

Personalized Experiences

Remember when your favourite coffee shop barista knew your usual order? Personalization makes experiences memorable. Omnichannel digital customer service lets you understand your guest's behaviour better, which allows you to provide personalized experiences. Integration with your very own CRM will make your guest experience offering stand out from the other centres in your market.

Bridging Online and Offline Experiences

Omnichannel is all about creating a cohesive experience that blends the physical and digital worlds. Imagine a guest planning their visit using your app: reserving parking, creating a shopping itinerary, booking a table for lunch. When they arrive, they use the web app for wayfinding, event updates, or to make a concierge appointment. This seamless online-to-offline transition amplifies the guest experience, making their visits more enjoyable and efficient.

Enhanced Operational Efficiency

Having a well-integrated digital customer service system allows your shopping centre to streamline Guest Services operations. For example, you can automate certain responses to frequently asked questions, leaving your guest services staff free to deal with more complex inquiries. Moreover, the data gathered through these digital channels can help you make informed decisions about staffing, mall layout, events, and more. This omnichannel approach does more than just keep up with the trends—it sets a new standard for guest service in shopping centres. By providing a blend of digital and physical services, you offer an experience that's more tailored, convenient, and satisfying for your guests. The end results? Happier visitors, repeat business, and a distinct edge over the competition.

Step-By-Step Guide to Implementing Omnichannel Digital Customer Service

Convinced yet? Great! Now let's get into the nitty-gritty of implementation.

Understanding Your Customers' Needs and Behaviors

Just like you wouldn't build a shopping centre without understanding the local market, you shouldn't create an omnichannel strategy without understanding your customers. What are their preferred channels? How do they move between online and offline interactions? Data is your friend here.

Choosing the Right Channels for Your Shopping Centre

Not all channels may be right for you. Choose channels that make sense for your customers, your staff, and your budget.

Integrating Different Channels for a Seamless Customer Experience

This is the heart of the omnichannel approach. Your channels shouldn't operate in isolation - they should be integrated, providing a consistent and seamless experience across all touchpoints.

Training Your Staff to Manage Omnichannel Customer Interactions

Your staff will be critical to your omnichannel success. They need to be trained not just in using new channels, but in providing consistent service across all of them. This process can be made easy with a specially designed platform like Arii that brings all your channels of communication into one cohesive experience for both the customer and your staff.

Implementing and Testing the System, Refining Based on Customer Feedback and Data Analysis

Finally, you're ready to go live. But remember, implementation isn't the end. Constant testing, refining, and feedback integration are key to keeping your omnichannel experience fresh and customer-centric.

Looking into the Future: Trends and Predictions

As we look into the future, the potential for omnichannel services is vast. Emerging technologies like AI, machine learning, AR/VR could take these experiences to new heights. Consumer behaviour, always fluid, will continue to evolve - and your omnichannel strategy should evolve with it. When looking for a software partner to support your omnichannel aspirations, ensure you choose someone who is focused on continued innovation with their eyes on the future of the retail experience.


And that's a wrap on our journey through omnichannel digital customer service for shopping centres. It's not just the future - it's the present, a critical tool for survival in a digital, customer-centric world. So go forth, learn, implement, and transform. Your customers (and your bottom line) will thank you. If you would like, you can learn more about how Arii can support your guest experience needs by visiting

May 1, 2024