What is Sales and Marketing Strategy of Unibail-Rodamco-Westfield Company?

Established in Europe in 2022 and expanded to the U.S. in April 2025, Westfield Rise is URW's in-house retail media agency. It utilizes a vast network of digital billboards and advanced Immersive Experiential Display (IXD) screens in flagship centers.

In 2024 alone, Westfield Rise facilitated over 1,360 physical activations in European malls. These events, often in collaboration with major brands, aim to enrich the customer journey and foster deeper brand connections.

The IXD Network employs platforms like Quividi for privacy-respectful consumer analytics. This data informs campaign effectiveness and consumer engagement, supported by a dedicated data team for audience qualification.

The Goodays Connect platform, launched in summer 2022, allows for instant customer feedback via omnichannel touchpoints. This initiative helps rebuild emotional connections and tailor experiences for visitors.

URW's digital screens, including nearly 300 IXD Network screens in the U.S., support advanced features like 3D content and future AR integrations. This allows brands to create highly impactful and industry-disruptive campaigns.

Westfield Rise achieved its 2024 net margin target of €75 million. The agency has set an ambitious goal to reach €180 million in net revenue by 2028, showcasing the financial success of its evolving strategies.

URW's dedication to sustainability is a core component of its brand positioning. The company's ambitious net-zero targets and recognition from organizations like CDP and Time Magazine underscore this commitment.

By positioning its assets in prime locations and demonstrating a commitment to sustainability, URW attracts high-quality tenants. This is a crucial element of its Unibail-Rodamco-Westfield retail strategy.

The company actively responds to evolving consumer desires for emotional connection and unique experiences. Initiatives like Goodays Connect and immersive offerings from Westfield Rise are examples of URW's customer engagement tactics.

URW ensures its brand message is consistent across all touchpoints, from the physical design of its centers to its digital marketing campaigns. This unified approach strengthens its overall brand positioning.

The company leverages data to understand and respond to consumer sentiment, informing its marketing tactics. This data-driven approach is integral to URW's digital marketing campaigns and customer loyalty programs.

URW's core message emphasizes creating sustainable and innovative spaces that enhance urban life and foster community connections. This contributes to its strategy for increasing mall foot traffic.

URW aims for net-zero carbon emissions by 2030 for Scopes 1 & 2 and by 2050 for Scopes 1, 2 & 3. This roadmap is central to its brand positioning and commitment to environmental responsibility.

In 2024, URW achieved a 42% reduction in carbon emissions and a 37% reduction in energy intensity. Furthermore, 48.0% of visitors accessed URW destinations via sustainable transport methods.

URW received CDP's top 'A' rating on Climate Change for the seventh consecutive year in February 2025. It was also recognized by Time Magazine as one of the 100 most sustainable companies, enhancing its brand credibility.

These strategic marketing efforts have contributed to URW's strong operational performance, including a 2.6% increase in footfall and a 4.5% rise in retailer revenue across its shopping malls in 2024.

The expansion of Westfield Rise includes the introduction of nearly 300 new IXD Network screens in 10 US flagship centers in 2025, enhancing digital out-of-home capabilities and offering advanced creative options like 3D content and augmented reality.

URW's marketing tactics focus on creating immersive brand experiences and leveraging data for targeted campaigns. This approach is key to its Target Market of Unibail-Rodamco-Westfield and overall customer engagement strategy.