The case is made for more ‘Brand Experience’ in shopping venues

The British Council of Shopping Centres (BCSC) and the Institute of Promotional Marketing (IPM) are set to launch a joint industry research paper which will demonstrate why shopping venues up and down the UK are the best place for brands to target consumers.


Every year, at least £2 billion is spent on experiential and events-led marketing activity. The research paper will clearly highlight how consumers are in the best mindset while spending time in shopping centres as compared with other venues.


Jackie Tracey, Commercialisation Manager at thecentre:mk and Chair of the BCSC Commercialisation Committee, commenting on the forthcoming research paper launch, said:


“There is no doubt that companies could benefit from investing further in ‘brand experience’ and events within retail environments. In order to attract further investment, shopping centre owners and brand agencies need to work much closer together. In particular, owners have a responsibility to ensure agencies know just how well retail destinations perform in getting consumers close to experiencing brands.”


The research paper will be launched at a breakfast seminar on Thursday 17 May at law firm Orrick, 107 Cheapside. With speakers from Sky, Coca-Cola and Westfield, the event is ideal for brand agencies, retail property professionals, asset managers, letting agents, marketers, and shopping centre managers.

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