Partnership


Newly engaged Y


Early sharing of customer insight and the vision for a new scheme with the retailers taking stores there is proving a huge success for Land Securities


ears of planning and research goes in to getting the location and design of a new shopping centre just right. And closer to the launch, the marketing campaign will ramp up and be tailored


to appropriate messages for the consumer segments the scheme will serve. After all, it’s beneficial to consumers, retailers and the scheme’s operator for a new shopping centre to hit the mark with the local shopper catchment. With its new retailer engagement strategy, Land Securities is sharing its insight with retailers that have exchanged on new developments, and is providing early guidance to ensure their store openings and fit outs maximise their potential. Trinity Leeds, opening in March 2013, has been the first opportunity for Land Securities to use this approach. The scheme’s marketing manager, Claire Reynolds, first conceived the strategy two years ago. Land Securities always invests in consumer insight


around its developments, and the retailer engagement strategy is allowing Reynolds to introduce this to retailers at the point where it can shape their own plans, and also understand the rationale behind the details of the scheme. “It is introducing the scheme, allowing them to


get under the skin of consumers in Leeds and then understanding how and why we have developed the proposition,” she says. Trinity Leeds consumer insight has shaped everything


from the architecture of the scheme, through to the leisure mix and the marketing activity taking place to warm-up consumers in the area. Innovative brand marketing for Trinity Leeds has included social media activity and content co-creation – such as a film competition, 2.8 Days Later, created with independent cinema chain Everyman and independent film company Left Eye Blind – so Land Securities is able to show the consumer relationships it is building in the run-up to launch.


22 autumn 2012


THE NEW MODEL FOR ENGAGEMENT


Retailers sign up for a store in a new Land Securities’ development or centre


1 A year before opening


Land Securities identifies and makes contact with retailers’ brand and marketing teams, as well as their store design and store opening teams


2 Nine months before opening


Retailers’ brand and marketing executives are invited to a kick-off presentation, where Land Securities shares its consumer insight to help inform their marketing activity and designs for their new stores


3 Seven months before opening


Retailers are invited to a launch presentation for the scheme where more information is shared, and further networking between retailers takes place


4 Six months before opening


The recruitment drive for stores in the centre begins, supported by Land Securities. Retailers also start to be introduced to the centre’s operational teams


5 The new scheme is launched Until the development of the Trinity Leeds scheme,


Land Securities mainly worked alongside retailers’ property and store opening and design teams. But mindful of the valuable insight it generates to finalise the development plans and execute its own marketing activity, the company decided to widen the scope of its early engagement activity. Two kick-off breakfast briefing presentations took place


for Trinity Leeds’ retailers, both of which attracted more than 20 retailers keen to hear from Land Securities and to understand each other’s plans for the scheme. Heads of marketing, merchandising, store design executives and even chief executives were in attendance, as well as store opening and project management executives. Brands to have benefited include Warehouse, Office, Mango, H&M, Fraser Hart, Marks & Spencer, O2 and Everyman Cinema. These will be followed up with individual meetings and, in October, a second round of presentations will introduce


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