Hammerson partners with NexusEngage to create interactive shop fronts

Brent Cross: digital pop-up windows planned

Brent Cross: digital pop-up windows planned

Retail property specialist, Hammerson, has partnered with marketing firm, NexusEngage, to deliver digital pop-up windows across Hammerson’s portfolio of UK shopping centres.

The agreement allows NexusEngage to offer consumer brands cutting edge, digital pop-up windows within Hammerson’s 11 UK centres including Brent Cross in London and Bullring in Birmingham, which in total attract some 200m visitors each year.

The pop-up windows have been designed to activate retail units by using touch screens, twitter walls, holographic windows or virtual assistants. NexusEngage has already worked with Hammerson on trial pop-up windows at WestQuay, Union Square, Bullring and The Oracle shopping centres, turning short-term vacant units into an interactive experience for shoppers.

Working closely with Hammerson, the company said it will be able to help brands engage with potential customers to drive sales and increase consumer awareness.

Brands such as Nokia, Monster Products, Lenovo and Sky’s NowTV are reported to have achieved uplifts in retail sales of up to 300 per cent using NexusEngage’s short-term pop-up digital concept.

Simon Ellson, CEO at NexusEngage, said: “Working in partnership with Hammerson allows us to offer brands an experience in award-winning, well-managed and convenient locations across the country. Consumer shopping habits have changed and NexusEngage is combining traditional shopping habits with new interactive ones allowing us to meet our goal of supporting purchasing on the high street, but in a way that will interest and engage with consumers.

Sarah Fox, head of specialty leasing at Hammerson, said: “Hammerson is focused on supporting consumer loyalty and providing the best retail experience possible. Working with NexusEngage will strengthen our overall retail mix and provide a point of difference. Compelling technology, competitions and interactive windows makes it a fun experience for shoppers, and also supports sales uplifts for our retailers.”