Commercialisation

We give customers and brands the ideal platform to reach and engage with more than half the UK’s population through a variety of commercialisation opportunities

Pop-up shops, kiosks, brand immersion, and other innovative ambient media all add fun and discovery to the visitor's shopping experience. It’s little wonder then that our dwell times are on average 127 minutes.

Our centres and highly trained staff are ideal hosts and partners for events and promotions, creating experiences to remember, reaching visitors when they're in the mood to discover something new. 

We’ve got a range of innovative and immersive experiential solutions, all of which make use of our welcoming in-centre spaces both physical and online – to surprise and delight shoppers.

Creating engaging and memorable shopping and customer service experiences is all part and parcel of the intu difference.

For longer-term business opportunities, whether in retail, F&B or customer service, there are a number of high-footfall locations that are ideal for a mall kiosk. Our team of specialists can help you to identify the right location in the right venue to meet your ideal visitor.

 

Creating compelling experiences

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Sponsorship and brand immersion

Let your brand shine at intu

Some 40 per cent of our 400 million annual visitors come and see us every week - that’s 160 million weekly repeat visitors.

Such exceptional repeat footfall gives brands the chance to nurture on-going relationships with their target audience throughout their journey.

Our brand immersion packages allow brands to effectively take over a whole centre and make it theirs via a range of unique ambient media assets such as escalators, pillar wraps and balustrades. We can create unique sponsorship assets like visitor car parks, seating areas or even visitor lounges.

The result? A powerful cut-through and an unrivalled share of voice around key times or centre events, such as fashion months, Christmas light switch on and grottos.

Alongside this, we have a jam-packed national events programme which offers brands the chance to become associated with high-profile, high footfall, national campaigns and events.

Trevor Pereira

Commercial and Digital Director of intu

“When it comes to experiential, intu comes into its own because of its unique multi-channel approach. This boosts any campaign and amplifies its reach enormously”

Over one weekend in September 2018, nearly 200,000 shoppers from across the North West joined in a 20th birthday celebration like no other as intu rolled out one of its most exciting and ambitious commercial events to date.

As it turned 20, intu Trafford Centre played host to Stylist LIVE Manchester, a two-day event bringing to life the pages of Stylist magazine, the much-loved weekly consumer title for women.

Amidst a bustling shopping centre environment, the large-scale consumer fashion and beauty event kicked off a very special birthday weekend and showed intu’s expertise in delivering innovative and immersive experiences for its shoppers.

intu Experiences sourced thirteen brand pop ups, including Max Factor, Gordon’s Gin, Coke Zero, Dermalogica, Renault Clio, Radley and Miss Selfridge.

The pop ups helped make Stylist LIVE Manchester even more engaging and entertaining for shoppers. From Gordon’s with its irresistible Insta-worthy wall of flowers, to Renault Clio offering express manicures, the pop ups had excited and engaged shoppers flocking.

Stylist LIVE Manchester proved that Stylist Media’s event formula could work outside London, if the right partner was on board. Mariam Ahmed, events director at Stylist Media, said:

“It was a real pleasure working with the intu team over Stylist LIVE Manchester. It took next to no time to feel like one unified team. We worked on common goals and communicated regularly which meant that by the time we got onsite, it was a well-oiled machine.

“The event itself was a success given the teamwork and collaboration between both teams. intu were brilliant at accommodating the event and helping us understand the space, its capacities, limitations and finding solutions.”

Mercedes-Benz wanted to reach a whole new audience with its recently launched luxury pick-up, the X-Class, so the iconic German brand forged a partnership with intu and took to a retail environment with a bold Pop Up Shop with a difference.

The first pick-up truck from a high-end car manufacturer, the X-Class is a cross between a commercial and lifestyle vehicle. The brand was looking for maximum exposure during the launch window and wanted to connect with a new target market, from small businesses to weekend explorers.

intu Trafford Centre proved to be the perfect setting for the premium Pop Up and marked the first time Mercedes-Benz Vans had invested in such an experiential activation.

For intu, it was about continuing to provide a rolling programme of innovative pop ups with a difference to add to the shopping experience, while driving commercial income.

The pop up opened for six weeks, and as well as featuring the star of the show, the new X-Class, other vans on display included the Marco Polo camper van and Vito Sport crew van.

intu collaborated closely with experiential events agency TRO which designed, built and managed the pop up.

Partnering with intu to reach a more diversified target market during the main launch period of the X-Class brought the Mercedes-Benz Vans brand to the people and helped boost awareness and drive engagement.

The Mercedes-Benz Vans pop up pioneered the way vans are showcased to the public and the six-week activation was so successful it has been used as a case study throughout the Mercedes-Benz business.

A Mercedes-Benz spokesperson said:

“The intu team were a highly valued partner in sourcing the right store in the right location to drive results way beyond expectation. intu fully understand pop up requirements and worked with us very effectively to produce a great outcome.

”Customer feedback was overwhelmingly positive, with shoppers loving the unique Pop Up and the opportunity to browse the van options in a relaxed retail environment.

“It’s amazing you do test drives here – I love the no pressure environment of being outside the retailer show room.”

“This shop is a brilliant idea; it’s not often you get the chance to visit car showrooms with children. More manufacturers should do this more often.”

Pop up at intu

Pop-up shops are a perfect way to reach new visitors and build brand awareness

As retail continues to evolve so do we as a landlord an we recognise that pop-up shops play an important role for brands that are testing new waters, want to build brand awareness or really surprise and delight their visitors with an innovative concept.

Our popular retail and leisure destinations offer the perfect locations for customers and brands to generate intrigue and drive sales over a medium-term period and our talented commercialisation team are on hand to help.

Visitors love to see something new and different in our centres so at intu, we make sure all our pop ups add an extra element of fun and surprise to a day out.

In recent years, we’ve been delighted to host successful pop-up shops from a range of high-end brands, including Mercedes, Dyson, Ratchet Clothing, BMW / Mini, Mercedes Benz, Porsche and more.

Mall retail and visitor acquisition

Think beyond traditional retailing and step this way into the mall

Our shopping centres offer incredible spaces within the malls that catch the eyes of shoppers passing by.

We work with great brands including Cath Kidston, Havaianas, NYS Sunglasses and a host of entrepreneurial businesses to provide prime locations within our malls.
Our retail merchandise units are available across the portfolio enabling retail customers to ‘pop up’ at short notice, without the need to invest in a bespoke stand.

The short-term nature of these contracts enables businesses to target visitors at key times of the year and gives them the opportunity to build awareness of their brand or product in a targeted way.

For businesses seeking a longer-term relationship, either from the get-go, or once they've trialled and succeeded at intu centres, we have a team of specialists who can help to identify the best location and provide advice and support through all aspects of the implementation process.

Galeta

East London wholesale bakery and premium market trader, Galeta, has extended its physical location out of London to intu Lakeside.

Galeta are an East London bakery with an oven that creates award-winning, 100% natural hand-made cakes, cookies, tarts and macarons and were established in 2011. Today, they trade from physical high-end market locations in London i.e. Kings Cross, South Bank and Alexandra Palace and wholesale to premium outlets, such as Fortnum and Mason. Gelata also have kiosks at both of the Westfield Shopping Centres in London and an online store.

The people behind it, Ben and Joe, had met through work in the industry, but quickly realised that they already had the ingredients to go it alone. The success of their opening day continued across markets throughout London in 2011. Before long they were spending the weekdays driving a rented van through the city to deliver their flood of wholesale orders, returning to the markets at weekends.

Galeta identified intu Lakeside as a location they wanted to build their brand outside of London and worked with the commercial team at intu to ensure that the location within the mall and their design worked for them and for the intu Lakeside customer. They opened for business trading as “Joe Blakes” in October 2018 and have grown from strength to strength with Lakeside customers who are enjoying their amazing cakes and sweet treats – lovely to look at and better to eat.

intu is proud to have played a small part in the success of this brand.

My Cookie Dough

Sensational dessert start-up My Cookie Dough expands its offer to intu’s extensive customer base.

My Cookie Dough is the brainchild of Angie Gewargis and Ricki Ghali, who saw a gap in the market for freshly baked cookie dough shops.

They were keen for their customers to enjoy cookie dough that is half-baked and so gives a crisp outer crust, with gooey texture through the middle. Paired with vanilla ice-cream, the range of desserts are served fresh out the oven.

The first intu kiosk was installed in 2018 at Manchester Arndale shopping centre, bringing this delightfully innovative product range and gleeful approach to Manchester.

Prior to installing a physical kiosk, My Cookie Dough spent a year building a cult following on social media.

Angie Gewargis, the passionate founder of the franchise, was over the moon to be opening in the city and said, “We have been working hard to set up an amazing store in Manchester, as we have been getting a lot of love from the city. We have had some really positive messages from loads of people in the area and we cannot wait to meet a whole new part of our cookie-dough loving fanbase. Look out for freshly baked cookie dough Manchester, we are on our way!”.

The company succeeds in staying fresh and innovative, by constantly changing their menus and adding new products through the year, including special editions for Easter, Halloween and Christmas.

Following a highly successful launch in Manchester, My Cookie Dough has now installed at intu Derby and in discussion for a number of other locations across the intu portfolio.

Ickle Bubba

Award winning online retailer, Ickle Bubba, launches its first mall kiosk with intu Lakeside.

Ickle Bubba is an award-winning brand determined to make parenting easier by understanding the needs of new parents by providing a range of complete travel systems, pushchairs, highchairs, car seats and accessories. Their brand was born in 2013 and has grown strongly through great product design and aftercare support. They create stylish and affordable products ready for the demands of modern family life.

Ickle Bubba have been trading online since 2013 but in November 2018 they decided to look for an opportunity to have a “physical shop” and chose intu Lakeside as their first destination and the kiosk has been very well received by the centre and the Lakeside customer. Sales increase month on month and the design and concept of the kiosk are well suited to the mall environment.

The commercial team at intu worked with the tenant to perfect the design of the kiosk and with the contractors to ensure the final delivery went smoothly. This involved various site meetings and support through to the point of installation.
The final design used high specification materials to ensure the kiosk was built to the standard of the surrounding retail units. The result was a premium kiosk that complemented the brand and attracted the right level of customer interest and sales.

Ickle Bubba now plans to expand to other centres across the UK.

Advertising opportunities

intu partners with the UK’s top national and international media owners

Advertisers can showcase high-end brands in a smart, stylish retail environment in our centres, reaching the highly valued intu visitor.

We partner with the likes of JCDecaux, Clear Channel, Ocean Outdoor, Limited Space and Perfect Fit Media to give retail brands a huge choice of media solutions. 

Find out more about how technology is changing the shape of advertising from LED specialists, ADI. 

Get in touch

Shirley Wilcock

Job title General manager, intu Experiences

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Jens Tangen

Job title Head of sales, intu Experiences

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Susan Barrett

Job title National commercialisation controller, intu Experiences

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