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.


Season’s Greetings


Innesco at MAPIC

This week, the Innesco team was delighted to be working with some inspirational clients at @MAPICWorld 2018, which delved deep into the most inspirational trends contributing to the transformation of the retail sector. 

Our primary aim was to elevate the international reputation of major industry players including Intu Spain, ECE, @Brkfldproprtl, @reemmallauh, @BispevikaLife and Via Outlets – companies at the forefront of change, leading retail into a new era of innovation and convergence with the digital world.

We were also a proud partner of @MAPICWorld itself – driving key discussions and championing retail transformation with digital expertise, media relations and expert articulation.

We had the opportunity to present the Innesco team at our very own stand in MAPIC’s inaugural UK Pavilion – which saw significant traffic.

Our MD and Founder, @DanInnes moderated a key panel on Day Two – ‘Creating Physical Experiences & Emotions in a Digital World’, inviting insight from the best and brightest in modern retail and digital communication. Check out our social feed – @Inn_Tweets– for a closer look at the session.

It was an electric 3 days, which came to a delicious end with our iconic Survivor’s Lunch at Astoux et Brun restaurant. Great seafood, friends and a real sense of accomplishment – who could ask for more?

To Cannes, we bid adieu. Until next year.


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


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.


Congratulations again!


The intelligence behind Amazon’s ‘4-Star’

This week, @amazon launched its first general store in Soho, New York City. Aptly named ‘4 Star’, the store is stocked solely with Amazon’s 4-star + rated products.

Contrary to the traditional retail model, where inventory is decided by buyers following market research and a fair number of assumptions, 4 Star’s collections are curated based on a rich pool of customer feedback. It’s perhaps the e-commerce heavyweight’s most proficient use of data to date in its strategic push into bricks-and-mortar, allowing shelves to be filled with items that almost guarantee success, while most competitors continue to be burdened by inventory carrying costs.

The customer experience factor at play here is equally impressive. Any consumer technology company worth its salt innovates with a single overarching question in mind: “how can we make our customers’ lives easier?” Amazon’s consumer behavior insight is second-to-none, in this case recognizing customers’ habit of checking prices and ratings online before purchasing. 4 Star seamlessly relieves this urge and all of the inconveniences it may cause, such as the excruciating requirements for tapping into a store’s wifi.

Amazon’s marrying of the physical and digital realms of retail experience continues to excite and delight us at Innesco, and we’ll be keeping our eye on ripples caused in the wider retail industry. Indeed, Amazon’s ‘4 Star’ is much more than a one-stop shop for well-liked goods;  it’s the latest in a rapid stream of reminders that Amazon is the biggest disruptor in contemporary retail.


Join us! We are hiring for two Senior Accounts Managers



Start Date: Immediate

Location: Central London + travel

Are you a confident, savvy communicator with aspirations to hold a senior management role in a dynamic and vibrant agency environment? Have you worked in the sector for three years or more and want to see your expertise recognised amongst brilliant colleagues?

This is a fantastic opportunity to join a world-class consultancy as a talented Account Manager or Senior Account Manager where you’ll not only get the exposure you deserve, but you’ll get to manage blue-chip accounts for some of the industry’s most exciting and progressive real estate businesses and players.

This is a role that will fast-track your career as part of a small but fantastic team, work directly with first class clients and accounts. You’ll build more amazing relationships with existing clients and suppliers, utilize your proven experience in real estate, and support and manage the wider Innesco team on its accounts in the UK and internationally (we currently operate in over 15 countries).

The successful applicant will play an important role in the team, handling some of the consultancy’s most important accounts, managing junior executives, and reporting into an Account Director and the MD – Dan Innes.

Innesco also runs a valuable bonus and incentive scheme to reward management staff – supporting our focus on new business growth and outperformance against clear business targets.


Essential Skills

  • Real Estate and/or retail sector experience – ideally with some agency experience or a proven ability to manage a wide range of stakeholders and thrive meeting tight deadlines
  • Established network of journalist contacts
  • A proven communicator –emotionally intelligent, yet socially aware
  • Exceptional English language drafting, writing, punctuation and grammar skills (essential)
  • Attention to detail
  • Excellent research and analysis skills
  • Social/digital media skills – digitally native
  • Strong organisational abilities – independent self-starter, ability to balance a number competing priorities, with an appreciation of when and how to seek advice and guidance
  • Able to understand and communicate complex issues quickly and succinctly
  • Team player but equally comfortable working independently
  • Strong interpersonal skills and solid business presentation skills
  • Event management skills, showing attention to detail
  • Strong general knowledge


Core Tasks

  • Independently managing multiple accounts, resourced appropriately
  • Direct dealings with clients and reporting
  • Perform supportive role as part of a wider MarComms team, mentor to junior staff
  • Help to research, draft and cost up communication plans and proposals
  • Media research, analysis, and distribution
  • Attending progress meetings with senior members of the team
  • Arrange meetings and events with various stakeholder groups
  • Leading on the preparation of new business pitches, and driving new business
  • Blogging on associated industry issues – a free thinker
  • Assist junior staff and interns

Next Steps

Apply for this job

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There is a two-stage interview process. In the first instance, applicants should send their CVs with a covering letter by email to Agency Manager – Sandra Foster –


More information about Innesco can be found here.


Landsec celebrates five years of Trinity Leeds, a scheme which revitalized Leeds city centre and redefined retail experiences in the 21st century

Landsec’s Trinity Leeds turned five years old on 21st March. Following Landsec’s decision to regenerate two 1970s shopping arcades in Leeds city centre, Trinity opened in 2013 and has since set the benchmark for shopping centres in the 21st century. Having established a reputation as a launching pad for new retail innovations and leisure concepts, Trinity is now widely regarded as a natural destination of choice for international and domestic brands, outside of London.

Key firsts introduced by Landsec at Trinity Leeds include:

  • Trinity Kitchen – a world first street food dining concept, which curates the very best culinary experiences from leading established and emerging restaurateurs. Trinity Kitchen consists of eight permanent restaurants supported by a rolling cast of five leading street food pop-ups.  Currently Trinity Kitchen offers Indian street food from Pavs Dhaba, Malaysian cuisine from Dapur Malaysia, and a premium burger offering from Wagyu Lookin’ at?, a British street food awards’ finalist for the past three years.
  • International restaurant group D&D launched its first two restaurant concepts outside of London at Trinity Leeds – Angelica and Crafthouse.
  • Leading operators, such as jewellery and accessories retailer Lovisa and premium cinema brand, Everyman Cinemas, chose Trinity Leeds as their first locations in the north of England.
  • Unique events brought forward by Trinity Leeds, include Wonder Weekend (an annual two-day spectacle which welcomes over 60 different experiences to the centre and provides one-time-only offers for visitors) and the UK’s biggest Gin and Vodka Festival. Hosted in Trinity Kitchen, the festival saw Trinity become the first UK shopping centre to launch its own brand of gin – ‘Ginity Leeds’.

Trinity Leeds continues to play an incredibly important role in the economic success of Leeds. Recent research by Landsec estimates that Trinity Leeds supports over 5,400 jobs and generates nearly £150m in economic output each year.

Key facts about Trinity Leeds include:

  • At 788, 900 sq ft, Trinity Leeds is the size of 13 football pitches.
  • 1,902 panes make up Trinity’s glass roof which is lit by more than 940 LEDS lights that can be controlled individually to create different moods and ambiences. The centre’s famous glass dome has the strength to support 10 elephants.
  • 68 new brands (both UK and international) have come to Trinity Leeds since it opened.

Rob Jewell, Portfolio Director, Landsec said: “Trinity has had an incredible impact, both as an engine for local economic success and as a pace setter for innovation and evolution in the retail and leisure sector. We continue to work in collaboration with our brands to deliver the best in class experience for our customers and engage with shoppers to ensure their feedback drives continuous improvement. We’re very proud of the many thousands of jobs Trinity supports and the huge role it plays in boosting Leeds’ reputation as a city that is recognized globally as a fantastic place to live, work and visit. What’s more exciting is that we are by no means finished. We’re progressing a number of innovative initiatives at Trinity right now which will ensure that this magnificent scheme continues to set new records for many years to come.”

Hilary Benn, MP Leeds Central said: “Trinity has been a great addition to Leeds city centre. It set a new standard for design and is very popular with shoppers.”


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!


London’s West End bounces back on Black Friday to outperform the national average as shoppers return to Oxford Street

  • Footfall in London’s West End was up 1% YOY on Saturday 25 November and Sunday 26 November following Black Friday
  • Best Black Friday on record up to 4pm, with footfall up 4.5% YOY
  • The West End outperformed the UK high street average

The West End of London, which encompasses world famous shopping streets like Bond Street, Oxford Street and Regent Street, had a welcome boost over the Black Friday weekend with a 1% increase in shoppers on 2016 figures. Visitors returned in their droves despite false reports of an incident at Oxford Circus tube station on Friday afternoon.

Before police reports on Friday evening, footfall throughout the West End was up 4.5% on the same time last year, indicating that the international shopping district was heading for a record-breaking Black Friday weekend. Shoppers looking to make the most of the West End’s shops, restaurants and Christmas lights kept coming across the weekend, with several department stores reporting their busiest Saturdays this year.

The numbers point to the continued resilience of the West End in what has been a challenging trading year, with the London district outperforming the rest of the UK’s high streets on both Saturday and Sunday. Across the country, the number of visitors to other UK high streets was down 2.5%. The 1% increase is also particularly encouraging given it was reported that footfall was down 12% at the end of Friday, further reinforcing the attraction of London’s West End for shoppers looking to kick-start their Christmas shopping.

Jace Tyrrell, Chief Executive at New West End Company, which represents 600 businesses in London’s West End, including Bond Street, Oxford Street and Regent Street, said:

“It was a relief that the activity at Oxford Circus on Friday was a false alarm with no serious injuries. Whilst it did impact numbers on Friday evening, the resilience of the West End has really shone through as footfall was recorded at over one million during the weekend. Our shoppers, both domestic and international, continue to enjoy the fantastic experience the West End has to offer as one of the world’s leading retail and leisure destinations.”

New West End Company is responding to the learnings of Friday evening and exploring ways in which the district can respond to such events in the future.

Tyrrell continued: “Keeping visitors safe is our upmost priority and the events of Friday afternoon demonstrate how quickly and efficiently the police respond to protect the public and staff.

“In the age of social media, information travels incredibly quickly and not always accurately, so we should explore alternative ways of communicating with the public during such incidents. We can look to other international cities for inspiration such as Tokyo, which uses a tannoy system to communicate with the public. We are in conversations with the Borough Commander and Deputy Mayor for Policing to review our planning, systems and responses to ensure lessons are learnt.”

Black Friday is an informal shopping day which sees retailers mark the start of the Christmas shopping season in the UK with special offers and deals.

Retailers in London’s West End continue to expect a strong Christmas period, with till receipts in the six weeks running up to Christmas forecast to rise by 1.5% to £2.61 billion.