Innesco survey, in partnership with Maybe*, reveals what consumers want from their shopping experience
For the last MAPIC edition, Innesco has teamed up with Maybe to collect consumers’ insights around Europe about “What is the future for retail and entertainment in our towns and cities?” This social listening project has delivered over 45,000 valuable thoughts into what consumers really want from their shopping experience.
Change is coming to the retail industry, steering retailers to most importantly take the time to understand how their customers shop and what are their expectations of the shopping experience. This question was at MAPIC, the world’s leading retail real estate conference, that took place over three days last November in Cannes with “Transforming reality – Physical in the age of Digital” as this year’s theme. Innesco took this opportunity to offer inspiring and considered answers from 1m people using a combination of social listening, AI and chatbot technology through Maybe* platform.
The report reveals that shoppers’ behaviour is significantly influenced by online research. 59% of consumers consult their phones in-store on purchases they are about to make, which stresses the importance for many retailers to strengthen their social media presence. Consumers are the real influencers; good reviews and ‘instagrammable’ stores are key ingredients for consumers in their buying decisions. With shoppers switching seamlessly between social media, physical stores and e-commerce, enhancing a brand’s online research resources should be a key priority of a digital transformation initiative.
However, in this digital strategy, what has been mostly overlooked is the lack of digital shopping experiences with only 14% of respondents claim to have had a digital experience in a store that has “blown their socks off”. Consequently, there is an opportunity for retailers to embrace digital innovations and grab omnichannel consumers’ attention with unique in-store experiences that consumers can share on social media and in their reviews.
Another important takeaway from the survey for what shoppers really want in 2019 and beyond is the emergence of cinema visitors as shoppers. Indeed, the report shows that 39% of shoppers said a cinema is most likely to draw them to a shopping centre, with 21% of them said they would also shop. Cinemas still have something that streaming can’t match, remaining an interesting investment for any shopping centre considering this offering.
These meaningful insights provide further opportunities to target relevant online conversations in the social media space and deliver for 2019 what consumers want.
Dan Innes, MD of Innesco says: “This social listening project is the first of its kind and the largest ever undertaken in any sector – just another example showcasing how Innesco uses technology, data and other innovations to conduct research and deliver its findings in effective ways. It’s fascinating to see so much valuable data for the retail industry we can collect through social media listening. The latest is a powerful tool to see how consumer views match up against that of professionals working inside the sector and how to respond to it accordingly.”
Polly Barnfield OBE, CEO of Maybe* adds: “The findings of the project have highlighted the importance of stores being active participants in those conversations to drive their footfall.”
Find out more about the findings of the report here.More
Innesco partners with Maybe* for world’s largest social listening project for #MAPIC
MAPIC is fast approaching on 14thNovember 2018 and an exciting new addition to this year’s event is that Innesco is teaming up with Maybe* to deliver a social listening project – the largest of its kind ever undertaken in the commercial real estate sector.
MAPIC is the major international retail and real estate event for key property players connecting retailers, developers, cities and investors over three days in France with around 8,600 participants, 2,100 retailers and 2,500+ developers. This year’s theme is “Transforming reality – Physical in the age of Digital”.
The social listening project centres around the question – “What is the future for retail and entertainment in our towns and cities?” – and will then collect views from consumers all around Europe for the two weeks before the event, and then ask the same questions to delegates in Cannes each day. Using a combination of social listening, AI and chatbot technology in the Maybe* platform, the project will listen to and reach 1 million people across the world.
The purpose of the project is to demonstrate and reveal the variety of lifestyle experiences consumers now have and expect alongside retail rather than independently of it. It will also assess the importance of stores being active participants in those conversations to drive their footfall. Reports will be shown on Innesco’s screens, shared on Innesco and Maybe*’s social media and blogged about during the event.
Maybe* is a conversational commerce platform that enables businesses, towns and cities to listen to, learn from, and react to the digital conversations happening around them, making it the perfect listening partner to undertake this project. It incorporates the latest AI, chatbot, benchmarking, and location-aware technology into its platform.
Dan Innes, MD of Innesco says: “We are proud to be carrying out this pioneering type of research with Maybe* and as an innovative specialist marketing communications agency in the retail and real estate space, Innesco is a natural fit for the project. We place great importance in our team’s expertise, research, intelligence and observation capabilities, and use empirical evidence at the heart of strategies to help identify the optimum “route to audience”. We then use this evidence to drive strategy and inform our tactical creative, digital and media teams to provide winning campaigns that give our clients a competitive advantage. This social listening project is the first of its kind and the largest ever undertaken in any sector – just another example showcasing how Innesco uses technology, data and other innovations to conduct research and deliver its findings in effective ways. It will be fascinating to see how consumer views match up against that of professionals working inside the sector.”
Polly Barnfield OBE, CEO of Maybe* adds: “Consumers have a global choice in their pocket, 24/7/365 days a year. To predict the future of retail you need to understand the needs and expectations of consumers, all of which are reflected in conversations that are happening today. While online shopping seems to get the most attention, the dynamic that is frequently overlooked, is the significant degree to which most consumers’ shopping journeys start via a digital channel, regardless of where the ultimate transaction is rung.
Understanding the customer conversation that surrounds this journey and the associated experience is vital for retail success and future plans. We are delighted to be working with Innesco on this important piece of research”.
Look out for Innesco in partnership with Maybe* at stand R8.A 3 (The UK Pavilion), Riviera 8, UK Pavilion at #MAPIC2018. Follow them on Twitter @INN_Tweets.
More information about Maybe* can be found at https://www.maybetech.com/More
Congratulations to Andrew Smith, new Senior Account Executive
We are delighted to announce the promotion of Account Executive Andrew Smith to the position of Senior Account Executive. Andrew joined us back in March 2017 after completing his Msc in Corporate Communications.
The Innesco team is comprised of energetic and passionate real estate professionals and each member brings an expertise from across the UK, internationally and different areas of the sector. Andrew is a talented communicator with creative flair and his expertise has supported the biggest names in retail property, including the likes of Landsec, Hermes, MAPIC, and New West End Company (one of the world’s largest business improvement districts).
Since he joined the company, he has brought innovation and been a valued member of the team. “I couldn’t be happier to take the next step in my career at Innesco. There are exciting times ahead as we continue to diversify, innovate, expand our global reach and grow our expertise. Watch this space.”, comments Andrew Smith
Andrew’s promotion comes after yet another successful year for Innesco, having secured a number of new prestigious clients and delivering a multitude of successful campaigns and bespoke services.
An important message
Following the recent negative publicity around networking events within the property industry, and in the run up to #MIPIM2018, we would like to encourage everyone attending these events to maintain their true professionalism at all times.
- Be considerate and respectful to all individuals regardless of their gender, race, religion, age, sexual orientation, disability, nationality or role
- Abstain from demeaning, discriminating or harassing anyone at the event through behavior or speech including at meetings, parties or on social media
- Be mindful of your surroundings
- Uphold and protect the valuable reputation of your business and its brand values
Looking ahead to MIPIM, let’s not allow a minority group of people to spoil what is a fantastic event. We should collaborate and work together to re-establish a truly professional and respectful culture.
Happy MIPIM 2018!More
Congratulations to Stephen Collins, now Account Manager
I’m incredibly proud of my team here at Innesco, who are all hands-on, energetic and passionate real estate communications professionals. Each member brings with them specialist property knowledge and experience from across the UK and internationally, which together makes for an unstoppable force.
This is why it is important to acknowledge and reward success and as a consequence I’m delighted to announce the promotion of Senior Account Executive Stephen Collins to the position of Account Manager, effective immediately.
Stephen joined us back in March, with extensive experience in luxury residential and lifestyle PR. He has since flourished at Innesco, working on integrated PR campaigns with some of our most high-profile international client’s. Recently Stephen has worked on the announcement of the £300 million Borough Yards scheme by Meyer Bergman, which was revealed at Mapic. He has also worked on the announcement of the upcoming debut of Mama Rosa restaurant, amongst other businesses and retailers, at the hotly anticipated 150,000 sq ft mixed-use Shoreditch Village in E1.
Stephen’s promotion comes after yet another successful year for Innesco, having secured a number of new prestigious clients and delivering a multitude of successful campaigns and bespoke services.
Innesco partners with global omnichannel conference
The Innesco team is proud to be the official learning partner for Clariden Global’s “Omnichannel Retail Experience & Digital Transformation” conference in London next week held from 17-19 of October. The 3-day event will bring experts in the retail industry to London to investigate and share best practice and future trends within the world of cross-channel brand experience.
The West End of London is the window to global retail trends with the area having a reputation as a goldmine for retail & leisure innovations. As part of the conference, Innesco is hosting a curated tour showcasing pioneers of Omnichannel and customer experience within the retail industry. The tour will guide a group of 10-15 marketing and technology specialist from various sectors from retail and commercial property to automotive.
We will close the event with a highly interactive workshop where Innesco will help the group to turn new insights into effective business strategies for each participant’s individual brand. Our ambition is to leave the group full of inspiration and fully-abreast with the latest techniques in retailing. We’re truly exciting about this insightful day!
Find out more about the conference here
Connect in Cannes
Mapic 2016 came to life in London last night with an event at the Devonshire Club to present what’s new about MAPIC this year.
CEO Nathalie Depetro had flown from duties in India to be with some of the British contingent – mainly those new to MAPIC this year. The expectant crowd have just 40 days to go until the world’s no1 event for the international retail real estate market, and they won’t be disappointed. The emphasis was on a new vibrant programme, expert presentations, networking events, “Trends Hub” – the large new innovation area inside the Palais, the daily MAPIC News magazine, the 8,000 participants from 74 countries – and especially some of the new names signing up for the first time.
This is where Innesco comes in, as we are directly involved with organising the necessary arrangements and programme for three of the biggest names exhibiting for the very first time – Tesco, New West End Company and Meyer Bergman. Each client has a different agenda for the event, notably New West End, which is hosting an unmissable, world-class programme of talks and panel sessions from its stand up in the Lerins Hall, drawing on its superlative collection of flagship store brands, investors and innovators (watch this space for details!).
Our clients all recognise the intensive arena that MAPIC affords – with access to senior retail, investment and media professionals – all in the rather pleasant surrounds of the Croisette.
In a recent straw poll conducted for the New West End Company, MAPIC emerged as EMEA’s #1 event for the retail sector, identified by our clients and contacts around the world in four continents to be the premier event of the calendar.
Innesco has a significant team attending this year, with eight managers and directors in Cannes supporting various client objectives – delivering on our promise to help them do better business and build reputation. With fourteen MAPICs under our belt, we think we know the conference back to front, and how to get the most from the event.
If you want to know more about MAPIC, our involvement, work for clients, or for consultancy, do get in touch.More
Otium acquires the Theatre District, Milton Keynes
Otium Real Estate announces today they have completed the purchase of the Theatre District scheme in Milton Keynes, UK, from UGS MK Limited for a price of £16.75m GBP (sixteen million seven hundred and fifty thousand pounds). The 109,000 sq ft Theatre District is the first in-town leisure purchase by Otium, joining out of town leisure assets within their portfolio such as Newport Leisure Park in Newport and Westgate Leisure Park in Wakefield.
The existing Theatre District leisure scheme comprises of 16 units, which includes tenants such as TGI Fridays, Zizzis, Bella Italia, Revolution de Cuba and the Slug and Lettuce. The asset is located in a key 3.3 acre site in the heart of Milton Keynes, between the Centre:MK shopping centre and Xscape snow slope. The scheme also adjoins the successful 1,400 seat Milton Keynes Theatre, which features many West End Shows.
This central area in Milton Keynes is seeing major development with a new art- gallery, art-house cinema and 1,400-space multi-storey car park to be constructed on sites around the property in 2017/2018. UGS have just started constructing a new 130 bed Premier Inn adjacent to the Theatre District scheme that opens in the summer of 2017.
Ashley Blake, CEO of Otium Real Estate said: “The acquisition of this significant leisure asset is a major step forward for Otium Real Estate. The scheme has a varied tenant mix, appealing to all age groups within Milton Keynes. We are looking forward to refurbishing the Theatre District, and welcoming new tenants to the centre of Milton Keynes.”
Otium will now commence a comprehensive refurbishment programme to enhance the 1990s scheme, and are in detailed discussions with new tenants to take space in the scheme.
Patrick Punch & co. acted for Otium, UGS MK Limited were unrepresented.
IKEA Centres Russia to invest over €2 million in ‘MEGA Park’ near MEGA Dybenko in St Petersburg
IKEA Centres Russia will invest over 2 million euro to build “MEGA Park”, a 90,000 sqm. (969,000 sqft.) landscaped parkland with children’s playgrounds, food and leisure zones, and events spaces next to MEGA Dybenko shopping centre in St. Petersburg. This ambitious landscaping projectwill dramatically improve the public space and services adjacent to MEGA Dybenko.
IKEA Centres Russ ia is looking to create a parkland that will become a new meeting place not just for the centre, but also the surrounding residential areas – where people can enjoy street cafes, concerts, seasonal fairs, music and food festivals. The park will have extensive landscaping and new planting with over 550 trees and 2,000 evergreens planted across a 9ha territory.
The new “MEGA Park” will be launched this autumn and will host sports and family events all year round, from summer music festivals to Christmas fairs. The park has been created to provide people with space to enjoy the great outdoors, having a picnic, running across the green lawns, flying a kite, roller-skating or enjoying the cycling path.
Local residents are actively involved with the park’s development. IKEA Centres Russia wants to encourage community feedback and residents will be asked to vote and choose flower types and playground equipment for the park this summer. Also in October a design competition will help to choose the best scheme for “MEGA Park” kids club and leisure zones.
We want “MEGA Park” to become a much loved place to relax for both MEGA guests and local residents. We will create a destination where you can enjoy your time with friends and family all year round”, says Patrick Sjoberg, Centre Manager of MEGA Dybenko.