Australian shopping centre group QICRE has launched an in-centre colour analysis digital tool for fashion consumers.
Known as ‘My Perfect Palette,’ the digital tool is accessed via a QR code in-centre or via the centre’s website. Users provide details and then upload a photo of themselves. Once the analysis is complete, the tool offers customers a curated selection of products in a chosen colour palette from retailers within their local QIC centre.
The tool has already been rolled out across key QICRE centres - including Robina Town Centre, Hyperdome, Westpoint, Castle Towers, Canberra Centre, Eastland, Woodgrove, Watergardens and Pacific Epping - until October 29.
QICRE head of marketing Bronwyn Cooper said the tool comes as consumers seek personalisation and engagement.
“In a world where personalisation is key, this colour analysis tool offers shoppers a seamless and tailored experience like never before,” Cooper said. “We are proud to introduce a product that enhances the shopping experience for our consumers while driving traffic to our retailers.
“In a rapidly evolving fashion landscape, it's vital to support our retailers in unique and innovative ways."
Cooper also emphasised the significance of the spring/summer season in the fashion shopping calendar and the need for innovative support for retailers during these key events.
The initiative is part of QICRE’s ‘Play with Colour’ campaign, with the tool being managed by TensorFlow.
QICRE manages a $16.9 billion portfolio of 38 retail, commercial and industrial properties across Australia and the US on behalf of institutional investment clients.