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Intu to launch app

By Danielle Wightman-Stone

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Shopping centre operator Intu, which owns Lakeside, the Trafford Centre and Manchester Arndale, is launching an app at the end of the month, which it hopes will bring the digital and physical shopping experience closer together.

The free app will provide users with in-centre way finding, personalised special offers, as well as centre information in one easy-to-use service, aimed at saving shoppers both time and money, and enabling retailers to tactically boost sales throughout the day.

Intu is hoping that by highlighting offers in the shopping centre in this way, visitors will not only end up making more purchases but also spend longer in the mall.

Trevor Pereira, digital and commercial director, Intu said: “The customer experience is driving the digital agenda in retail. A one size fits all approach no longer works. Personalised and adaptable approaches to customer experience are needed – and that’s exactly what this app delivers.

“By using analytics to better understand shopper behaviour, we’ll be able to continually evolve the offers and services we provide our customers. We believe that this approach has the potential to significantly impact multichannel retailing.”

The app has been developed by Intu’s in-house digital innovation team, who spearheaded the development of the group’s affiliate content site, and will launch in late September for Intu’s nationwide ‘Student Nights’ shopping event.

Karen Harris, managing director of Intu Digital added: “We’re determined to be at the forefront of innovation in the retail property sector, and intu.co.uk is a great example, delivering e-commerce alongside inspirational, unbiased content. The site is growing rapidly and plays an important role in the UK affiliate market worth 6 billion pounds.

“For our retailers, this means that we can help their business to flourish by supporting their omni-channel strategy and reach a far wider audience than through a bricks and mortar only approach. Not only are we ensuring our centres are the most digitally connected in the industry, we’re also joining the dots between the physical and digital shopping experience.”

Intu
Intu Group