Compelling customer experiences
More and more consumers are looking for a good day out but what does that mean for shopping centres, and how can we keep up with customer expectations?
Shopping is no longer just about shopping. Retail is becoming a leisure activity, and the boundaries between shopping, eating and entertainment are blurring. Consumers, and the retailers aiming to attract them, are increasingly choosing to visit top centres which can offer a compelling mix of global and national brands, flagship stores and lots of options to eat, drink and be sociable.
Here at intu, with 400 million customer visits and over 35 million unique customer visits a year, our scale and specialism gives us a unique insight into today’s consumer and what they’re looking for from their shopping experience. From the information gathered via our unique insight programme, Tell intu, through which 20,000 people a year tell us what they think of our centres, we understand what our customers want from their shopping centre experience.
We’re using this information to revolutionize the experience customers have at our directly managed centres, in a way that attracts more people to come more often, stay longer and develop a deeper relationship with their local shopping centre. Through our nationwide consumer-facing brand we’re creating a compelling customer proposition which aims to deliver great consumer experiences, through world class service, digital connectivity and events with a difference.
Great customer experiences every day
We know a great customer experience starts with the small things – how easy is it to get around the car park, is the centre clean and tidy, can you take your toddler to the loo and not worry about hygiene, do you get a smile when you approach customer services?
These issues are at top of our in-house teams’ list of priorities. Empowered to deliver world class service they’re always thinking up new ways to add to customers’ experiences – joy jars, the new customer lounges, random acts of kindness, are just some of the ways we provide moments of surprise and delight.
We also know that today’s digital natives want to be online wherever they are. By investing in a new fibre optic network for every centre we’re the only shopping centre provider to offer high-quality free wifi in all our malls. The new intu app, devised by our in-house digital innovation team, helps customers find their way around and gives them access to special offers based on their location in centre.
Our customers are also able to shop online at intu.co.uk, our transactional, fashion-focused, mobile-enabled website which provides customers with a 24/7 shopping experience. Customers can have items delivered to home or to one of our centres with our free click and collect service, creating value for shoppers online as well as in centre.
Exciting marketing activity and events have always been part of the experience at our centres but through our national brand we’re engaging in new partnerships to stage a programme of uniquely creative events that will encourage more customers to visit and stay longer. Our size and scale means we can work with the world’s biggest brands to put on events and experiences that really draw in the crowds, from tie-ups with film companies like Warner and 20th Century Fox, to promotions with Mastercard, X-box and Coca Cola.
An all-round experience
From the design and architecture of our modern centres, to the service customers receive when they get there, from the great mix of retailers to the choice of restaurants and leisure offers, from the free wifi to the unparalleled line-up of events and activities, our innovative approach to customer experience is benefitting our customers, our retailers and our investors.