Insight

Making customers smile

We aim to make our customers smile because happy customers stay longer and spend more

We want our customers to really love coming to our centres, to tell their friends and to come back, and it is through our brand that we create the emotional engagement that translates into customer loyalty.

Our brand is about making joyful memories, so that next time our potential customers are thinking about how to spend their time they choose intu. Those memories may come from one great event or a particular moment during their visit. So we make sure every visit is memorable – with world class customer service, excellent facilities, the best examples of the best brands, and our signature products and services.

We measure customer satisfaction through Tell intu, a net promoter score (NPS) system, as there is a strong link between high NPS, dwell time and spend. Events have a great impact on this measure and those we’ve run this year, such as the Stylist Live weekend, the Big Bug tour, the Nickelodeon slime events and the Sun tour, have driven both engagement and hard measures, with a clear rise in footfall, spend and NPS.

Customers’ contact with our people has a very positive impact on NPS and our people are encouraged to interact with customers as often as possible, during our regular chatty hours and more spontaneously.

As well as the NPS, Tell intu provides invaluable customer insight which enables us to introduce, tweak or improve our offer. We recently relaunched our Family Club because mums and dads told us they wanted to have fun with their kids rather than leave them in a club. So we redesigned the club around that shared experience and 35,000 families have signed up.

The value of a strong brand is well documented. Since we rebranded to intu in 2013 we have measured not only brand awareness but also efficacy, through independent insight consultancy Hall & Partners. Five years on partner Kurt Stuhllemmer, explains their findings:

intu has successfully captured a strong sense of momentum with UK consumers in a relatively short space of time. intu ensures that brands are able to deliver to consumers’ needs in destinations that they want to visit and that are already being talked about as destinations on the way up."

“This has manifested itself in a consistently strong sense of ‘brand advocacy’, with 60 per cent* of consumers aware of the intu brand saying they would recommend it to a friend. Those that would recommend the brand are over 14 times more likely to ‘go far out of their way to visit’ the centres than those that would not recommend, highlighting the importance of the brand’s successful focus on delivering experiences that delight and drive advocacy.

“This is also helping to drive repeat footfall, with 73 per cent* of intu brand advocates considering visiting a centre as ‘the only one I would  consider shopping at’ or ‘it’s one I would consider shopping at above most others’. In contrast, it is just 11 per cent* for non-advocates.” 

*Continuous category brand equity study, Hall & Partners
All data quoted represents the full year average Jan-Dec 2018

Stylist Live

To celebrate intu Trafford Centre’s 20th birthday we partnered with Shortlist Media to host the first ever Stylist Live event outside London.

Fashion and beauty brands including Radley, Pandora, Max Factor and Dermalogica filled the centre and were complemented by workshops, interviews with celebrities and influencers and a stunning catwalk showpiece, which attracted 200,000 visitors over the two days – a 5 per cent increase in footfall.

Retailers reported excellent sales – almost double their expected targets in some cases – and huge increases in footfall.

With the great activities, along with offers andexperiences such as personal styling and make-up demonstrations, the NPS score of 100 shows that events that make our customers happy also help our retailers flourish.

5%

increase in footfall

400,000

social media impressions

100

net promoter score

+200,000

visitors over the two days