It is introducing the scheme and then understanding how and why we have developed the proposition


Claire Reynolds, Land Securities


the launch creative to retailers, plans for the recruitment campaign will be shared, and retailers can meet the opera- tional teams who will run the centre. Reynolds says as well as getting retailers excited about


the potential of the scheme, there’s also been a chance for them to network with one another. Judith Kelly, head of retail delivery for Trinity Leeds, is


seeing a cumulative effect, as once retailers begin to talk about ideas for new formats and concepts for stores it helps support the changes other retailers can make to their own design; which raises the overall profile and potential of the centre as well as being great news for the shoppers it will serve. Feedback from the kick-off events has been positive.


One head of marketing says they have never had such involvement at this stage of a new opening, and will use the customer insight to shape the brands stocked in the store. Another merchandising and marketing manager comments that the feedback would help his team create


the right store for customers in the area, and be closely involved with the opening too. Reynolds says the new way of working has already


meant significant changes to a number of retailers’ plans for the scheme: “M&S began in Leeds in the penny bazaar market. We’ve been working with their team to deliver the next generation flagship of M&S destinations, which reflects their heritage and looks to the future, providing customers with a compelling offer, in this impor- tant store for them.” Now that Land Securities has forged strong relation-


ships with a broader range of executives it will be able to refine the strategy when work begins to engage retailers who are signed up for two further schemes in its pipeline – Oxford and Buchanan Quarter in Glasgow. Reynolds concludes that the approach to developing the proposition for Trinity Leeds has been best-in-class, something Land Securities is determined to build on with retailer engagement in its subsequent schemes. l


autumn 2012 23


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