The app homepage is set automatically between Westfield London and Westfield Stratford dependent on your location and the experience begins with a sample of 40 random brands available within the mall. This helps to build your ‘autograph’. You activate the system by scrolling along each brand and swoting. Yes, Swoting – pronounced “Swoe-ting”. Swoting is voting by a swipe action. You swipe up to indicate you like a brand and down to dislike. Once complete the system predicts, based on your choices, what shops, offers, food and drink you will be interested in and posts these on your own personal wall. It’s quite simply brilliant!