Smart customer-focus parking solution for busy multi-purpose retail location
The Challenge
A high-traffic 473,000 sq. ft. destination in the heart of the West Midlands facing significant abuse from commuters and non-shoppers. The site required a complex balance: providing free parking for supermarket customers while maintaining a paid tariff for others to deter long-stay abuse.
Our solution
- Hybrid Payment Ecosystem: Introduced a “Just Park” mobile option with a user journey identical to physical machines. This allowed for a reduction in payment terminals, saving the client significant capital and maintenance costs.
- Strategic Comms Plan: Managed a comprehensive 6-week pre- and post-launch communication strategy. This ensured the public were fully informed of the “why” and “how” behind the new system, smoothing the transition and reducing friction.
- Digital Blue Badge Portal: Launched a dedicated permit portal for Blue Badge holders to register for 2 hours of free parking, with an easy “pay-to-extend” option for longer stays.
- Automated Concessions: Integrated directly with supermarket POS systems to print validation barcodes on receipts, automating the 2-hour free parking window.
- Asset Manager Marketing Tools: Utilised high-resolution payment screens as a new media channel, allowing asset managers to push bespoke marketing messages and retail offers directly to customers at the point of payment.
The results
- Compliance Surge: Since the latest optimisations in September 2025, compliance has increased by a further 10%.
- Revenue Growth: Initial implementation saw a 12% increase in income through improved enforcement and reduced leakage.
- Operational Efficiency: Lower hardware overheads achieved without compromising the customer journey.