Westfield Rise delivers precision advertising across shopping centres based on customer profiles

Westfield Rise, the in-house media and experiential division of Unibail-Rodamco-Westfield (URW), has launched a new targeting advertising capability based on shopper profiles across Westfield’s shopping centres.

In what is claimed to be an industry first, brands can now target 600 shopper profiles, choosing when, where and on which screens their messaging is shared.

Using Westfield Rise’s programmatic digital out of home (DOOH) and anonymised AI video analysis, advertisers can target beauty fans, tech lovers, or fashion hunters with precision. The technology is said to be capable of segmenting 100% of centre visitors using footfall patterns, store visits, age, gender and behavioural cues such as clothing or store interest. 

The new offering is now available through Demand Side Platforms and Hawk in France, with Westfield Rise said to be “in advanced talks” to add it to sites in Spain and UK.

Westfield Rise says the technology results in smarter targeting and laser focused advertising campaigns that can connect impressions directly with store visits. With a clearer understanding of customer journey from impression to store entry, it says campaign success can be measured and optimised in “near real-time”.

“This launch ushers in a new era of precision for retail media,” says Candice Mayer-Gillet, Managing Director at Westfield Rise Europe. “For the first time, advertisers can combine the creative power of physical media with digital-style analytics – transforming how success is defined and optimised in retail advertising.  

“By making our shopping intent data available through programmatic, we’re enabling brands to reach the right consumer at the right time on the right screen, and then measure the results with the same confidence as an online campaign. We’re thrilled to lead the industry in bridging high footfall environments with data driven marketing, helping our clients engage shoppers more effectively and turn foot traffic into tangible ROI.”   

2025 RTIH INNOVATION AWARDS

Physical retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.