Savills News

Romaest is the first shopping centre in Italy to install Amazon's Alexa

Rome – Romaest, a leading shopping centre managed by Savills in Rome, has today announced that it is the first retail destination in the country to use Amazon’s Alexa technology. The aim of the project, which maximises the use of AI (artificial intelligence), is to facilitate and consolidate the centre’s daily relationship with its customers through the additional skills of Amazon’s intelligent assistant.

The project, which is the not only the first of its kind in Italy, but also unique in the realms of real estate, represents an innovative, interactive and intuitive contact opportunity for the user, as well as a new way of living the online experience through vocal interaction.

"The journey of our visitors and customers has definitely changed over time therefore the need to keep in touch with shopping centres and other retail destinations is constantly increasing even while at home – states Yashar Deljoye Sabeti, Head of Marketing at Savills – not only with common devices such as smartphones and tablets, but also with new interactive media such as voice assistants, for which Alexa is currently the market leader. Romaest's approach to Alexa goes beyond the existing website and social media channels and puts the mall's customer care at a new level of sophistication and technological innovation.”

The Alexa service point will allow customers to request information not only about internal sales points, timetables and services active within the centre, but also about scheduled events, providing a real-time customer care service from home, even via smartphones. The smart device can answer to the most frequent questions of the user – "Alexa, what child-friendly services are there?" or "Alexa, what are the opening hours?" -, but also, to the more specific ones like "Alexa, are there gluten-free restaurants?" The number of questions will grow thanks to a digital environment constantly updated and integrated with the other Customer Care channels, from the InfoPoint to Social messages to the Romaest WhatsApp channel and website.

The project was carried out together with Sowhat agency, which is specialized in digital communication for Shopping Centres and Retail, with a focus on development and support in Social, New Media Marketing and Digital Advertising.

“The evolution of Natural Language Processing systems – comments Giordano Dolfi, founder of Sowhat – together with the sudden spread of Alexa and Google Home devices in millions of homes, represents a real revolution that is shaping new communication and interaction scenarios. Natural language has an expressive and, above all, immediate force that can be used more and more in daily communications”.

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