Unibail-Rodamco-Westfield expands Clearpay BNPL tie up

Unibail-Rodamco-Westfield (URW), owner and operator of Westfield shopping centres across the US, the UK and continental Europe, has expanded its international brand partnership with buy now, pay later venture Clearpay.

Clearpay will become URW’s BNPL brand partner with a programme of consumer advertising and experiential activity at the latter’s London flagship centres, Westfield London and Westfield Stratford.  

Since July 2021, the pair, under Clearplay’s US brand Afterpay, have jointly invested in new technology driven customer experiences, retail innovation, events, experiential media, and on-premise advertising Stateside.

Grace Charge, Head of Brand Experience and Partnerships, Europe at URW, says: “We are delighted to welcome Clearpay to Westfield London and Westfield Stratford City bringing a new way to shop in-store to many retailers whilst offering customers increased choice and flexibility in how they shop.”

“Through our international partnership, Clearpay will now be able to engage with almost half a billion Westfield customers across our network of centres in the US and UK, combined. We look forward to developing more innovative and exciting experiential activity with Clearpay in the UK and beyond.”

Rich Bayer, UK Country Manager, Clearpay, says: “Our flexible pay in four solution saved our customers up to £28 million in credit card fees last year in the UK alone and drove £739 million in incremental sales for UK merchants.”

“By extending our partnership with URW to the UK, we are giving consumers the ability to spend responsibly  via our flexible payment option, while also supporting brands to drive incremental sales across URW’s portfolio of centres.”

The UK element of the partnership recently launched with in-centre advertising and will be followed by  campaigns including activations during upcoming London Fashion Week events, of which Clearpay is principal partner. 

In the US, the pair have partnered to drive foot traffic into merchant doors with custom campaigns including an augmented reality scavenger hunt, and ShopsLA, a consumer and merchant partner experience at Westfield Century City during New York Fashion Week.

Shopping centresStaff WriterUnibail-Rodamco-Westfield, Shopping centres, Clearpay, Buy now pay later, Payments, Experiential retail, Westfield London, Westfield Stratford CityComment