Putting customers at the heart

Discover how the intu difference helps create compelling customer experiences

Creating the intu brand in 2013 was a bold move, putting the customer at the heart of everything we do for all our staff. Our commitment to this strategy over the last five years has paid off with the success of the brand evident throughout the business. Our reputation, awareness and consideration scores are now the highest in the industry. The brand works equally well in Spain. Since we launched the brand at intu Asturias there has been a 135 per cent rise in Net Promoter Score (NPS). We will be rebranding both Puerto Venecia and Madrid Xanadú in 2018 to repeat that success.

Summer days at intu

Play video

Using experiences to drive brand choice

Research helps us understand what makes our customers smile, and we use what we discover to create unique experiences to do just that. Three big campaigns in 2017 delighted millions of customers, while generating international PR that built brand awareness both in the UK and around the world. This publicity helps us become the top choice when customers think about where they want to spend their shopping and leisure time.


Origami birds

Discovering money turns out to be one of the most joyful surprises. Cue our spring release of  undreds of origami birds worth £10 each around our centres.




The nice-cream van

Our customers love ice cream – so during the school summer holidays, we created and unveiled the world’s smallest ice cream van, giving out free ice cream to shoppers, to their great delight.



Christmas song

Using science we researched what made the happiest Christmas ong – and then had one written and it was performed at our centres to help get our customers into the Christmas mood.