“We had access to a ready pool of shoppers, so we were able to put our smart phone shopping app, ‘Geni’, in the hands of end users without building a fully-fledged application.”
National Digital Innovation Manager, Stockland
Founded in 1952, Stockland is one of the largest property groups in Australia, with over $16 billion in real estate assets. Their diverse property model advances the creation of thriving communities where people live, shop, work, and play. Stockland’s vision is to be a great Australian real estate company that makes a valuable contribution to communities across the country.
Bring the community to life
Stockland Exchange, their research community, is more than 5,300 members strong, ranging from mischievous millennials to bright and brilliant baby boomers, and span in age from 18 to over 90. Their members are not only invited to exclusive, interactive and personalised surveys, but also receive a variety of engaging, infographic newsletters showcasing their impact to the business, and are consistently rewarded for their active participation.
How Stockland uses customer intelligence to create better digital experiences
The Magic Geni
To further their digital strategy, Stockland consulted their Stockland Exchange members to create an easier and more personalised shopping experience with the Geni app. Starting off with a survey and discussion group, the business was able to gain valuable insight about customers’ shopping habits which helped enhance the concept of the app. Stockland Exchange members were then exclusively invited to a three month trial of the app to determine the engagement and usability of the app. Members also contributed valuable insight on how to refine the concept before development commenced. Then finally, an evaluation survey provided branding concepts where members helped perfect the Geni name. Customer insight allowed Stockland to transform a “list function” into a compelling shopping assistant with personalised, real-time offers relevant to shoppers.
Better living by listening to customers
Stockland Exchange delivers benefits in ways they never could have imagined. The company estimates over $2m in value from their Stockland Exchange research community over four years. Stockland have conducted over 100 projects and delivered 100+ examples of customer centric decision making and demonstrated how the community is a fantastic resource to help reduce delivery risk. In the first year alone, Stockland saved over $700,000 by using the Stockland Exchange survey platform to administer online surveys, as opposed to old-school—and costlier—pen and paper surveys. The results were outstanding with 90% response rates. The company has since identified a number of other opportunities to make their research dollars go further.