This page contains a Flash digital edition of a book.
6 ANALYSIS


Trinity Leeds takes the digital torch


sector for digital. It will be a good few years before the next 1m sq ft shopping centre is built and in that time the industry will look to Trinity Leeds in terms of innovation. It had to be digital.”


The digital team has been going to workshops and what


Curtis called “visioning sessions” since the outset to explore what it was they wanted to deliver. For the team, Trinity Leeds – set to become a guinea pig for their new digital strategy – had to stand out from the competition. One of the main facets of that strategy will be the centre’s app. Designed to be as personalised as possible, it will give users the information they want when and how they want it, something that will be mirrored in the centre’s e-shots. Visitors will be able to tailor their preferences, including which retail- ers they are interested in, at the registration stage, something that can be updated to offer ever more levels of personalisa- tion. That way, customers will only receive offers and informa- tion based on the retailers they like and in the order they want it. And within 12 months, the app’s numerous functions will be expanded to host the centre’s gift card. The network of screens is another major part of the digi-


tal offering. Visible in the main atrium, in Trinity Kitchen – the centre’s F&B concept, expected to open six months after the rest of the scheme – and including several others at the en- trances and on bulkheads, Land Securities have dubbed the network Trinity Voice. One of the giant screens, in the atrium, will incorporate gesture recognition as Curtis explained: “The screens will allow us to create little moments of wonder for all visitors. It may be that a shopper’s silhouette or movement changes the image on screen by creating a light trail or alter- ing the image. Or it might be that sweets fall down across the screen and people can catch them.” As well as a platform for brand advertising, management


Likely to be the only major shopping centre to open in the next 3-5 years, the team behind Trinity Leeds have set out to make it the UK’s most digitally enhanced mall.


Land Securities spent the second half of 2012 rolling out free Wi-Fi and mobile optimised websites across its portfolio as well as striking an exclusive deal with Google Product Search to allow customers looking for a specific item to see which retailers sell the product in each of its centres. All three will be available at Trinity Leeds on launch day, 21


March, but there will also be a plethora of other digital capabili- ties including a new generation website, a smartphone app, a digital screen network, touchscreens in the customer service lounge and iPads used by members of staff. All tied together by a sophisticated CRM system. “At Land Securities our mantra is to provide a platform for


retailers to succeed,” said Sean Curtis, head of marketing at Land Securities. “It’s the duty of every landlord to look at every way, both physical and digital, to help their tenants. Where we use digital to help retailers trade well we improve the experi- ence for customers. “Our aim with this project is to be the market leader in this


SHOPPING CENTRE FEBRUARY 2013


will use Trinity Voice to show cinema times, travel updates and to allow retailers to plug in and share their offers. And they’ll be able to react in half an hour, from receiving the offer mes- sage, to creating the artwork and plugging it into the schedul- ing system. Grand Visual, who created the award winning Lynx Angels


campaign, are on board to create content while JC Decaux and SpaceandPeople will sell the advertising space. “So often that sort of partnership is put away in the ‘too


difficult box’,” said Curtis. “We want to work with the best companies and that level of joined up cooperation is hugely exciting. For most centres it’s incredibly difficult to pull those strands together but we’ll be able to engage in a way that doesn’t normally exist.” “We’re not investing millions in unproven technology, we’re


looking at other industries and the digital landscape and posi- tioning ourselves,” he concluded. “I went to a seminar recently where the key message was to test, learn and improve; don’t think once it’s launched it will continue to be successful, be- cause things change. We are future proofing but, equally, we have to stay on our toes.”


Find out more: For more information, please contact the author: mia.hunt@jldmedia.com


www.shopping-centre.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52