Shopping centres are best place for brands to target consumers, says new research

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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, which will be launched at a breakfast seminar on May 17, will highlight how consumers are in the best mindset while spending time in shopping centres as compared with other venues.

Jackie Tracey, commercialisation manager, thecentre:mk, and chair of the BCSC commercialisation committee, 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 on May 17 at law firm Orrick. 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.

For more information and to book contact Samantha Mitchell at BCSC: 020 7227 3463 or samantha.mitchell@bcsc.org.uk.