Smart customer-focus parking solution for busy multi-purpose retail location
The Challenge
- 473,000 square feet shopping and leisure destination in the heart of West Bromwich.
- 3 car parks, 1,900 car parking spaces with excellent links to the High Street and the Midland Metro Station.
- Commuter and Town Centre visitor abuse.
- Customer base familiar with a pay & display parking system.
- Supermarket customers and cinema users receive free parking for set durations, all other users to pay.
Tariffs required to encourage use and deter abuse.
Our solution
- Consultative approach with customer, tenant and landlord workshops.
- Specifying solution, ANPR cameras, machine numbers and locations based on footfall and pinch points.
- Understanding customer journey and designing machine interface to minimise transaction time.
- Design of concession solution to link spend in the supermarket or cinema to a free parking transaction.
- Integration with the Tesco tills to print concession barcode on receipt.
Implementation:
Signage and communication both pre-launch and during the first 6 weeks post-launch was critical in ensuring customers understood why the change was being made and exactly what they needed to do when they shopped.
The payment kiosk was designed to look sleek and modern with a big touch-screen, whilst maintaining all of the functionality and multi-payment options that you would expect from a payment terminal.
The results
The system was launched in October 2019; and it has been a huge success – with customers and the Client giving constant positive praise and feedback for the ease of the customer journey, and the solution for control, payment and protection of the car parking spaces.
Income generation has also increased by over 12% due to improved compliance.