New research paper to highlight brand opportunities in UK shopping centres

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

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

Jackie Tracey, commercialisation manager at thecentre:mk and chair of the BCSC commercialisation committee, said: “There is no doubt 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 17 May 2012 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, claim organisers.

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