Westfield Rise unveils new AI technology powered drive to store measurement capabilities for advertisers
Westfield Rise, Westfield's in-house retail media agency, has launched new audience measurement capabilities across Westfield London and Westfield Stratford City, with the aim of giving advertisers deeper insight into how campaigns influence attention, engagement and store visitation.
The launch is backed by data which found that shoppers exposed to advertising were 27% more likely to visit a brand's store than those who weren't exposed to a campaign. Additional findings include: experiential activations delivered an average dwell time of 1 minute and 28 seconds; nearly one in four visitors engaged with an activation for more than 60 seconds.
Developed in partnership with Digeiz, the measurement solution uses AI powered technology to analyse visitor journeys across shopping centres. The UK launch forms part of a wider roll-out of Westfield Rise’s audience measurement platform across 23 Westfield destinations in Europe.
Mel Lalou, Director of Westfield Rise, Northern Europe, says: “Brands are increasingly looking for greater accountability from every marketing investment, particularly as retail media becomes a more important part of the media mix. These enhanced measurement capabilities give advertisers a clearer understanding of how campaigns perform in physical retail environments, connecting audience exposure and attention with real-world behavioural outcomes, including store visitation and drive to store impact.”
Lalou adds: “Historically, measuring the impact of advertising in physical environments has been challenging. Consumers decide in real-time whether an experience is worth their attention, making experiential marketing one of the most authentic tests of brand relevance. Westfield Rise gives brands both the stage and the measurement to create experiences that genuinely resonate and drive action. Brands can now see not only who they reached, but also what shoppers did next. This provides a clearer link between media investment and real-world retail outcomes within our centres.”
26 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
