New name, new feel as shopping centre owners go a new era
WITH 320 million customer visits and more than 30 million unique visitors a year, CSC is the UK's leading specialist shopping centre owner, developer and manager.
This scale and specialism gives us a unique understanding about today's customers and what they are looking for from their shopping experience but, historically, we have promoted ourselves under different names and not really taken advantage of our size. In addition, the retail market is changing, with people increasingly switching between online and offline. They are looking for new and different experiences.
Last Tuesday, we announced the creation of a nationwide consumer-facing shopping centre brand, intu, and the transformation of our digital proposition for 12 of our shopping centres, including Broadmarsh and Victoria Centre. But what does that mean for Nottingham and why are we doing it?
First, we shall be changing the names of the centres and introducing a new look and feel.
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Secondly, the overall customer experience should be even better. As part of the investment we are training all our staff to our new standard of "World Class Service".
As we will be able to better promote ourselves as a national brand, we can attract different and exciting brands and partners both from the UK and overseas, so we can bring new retailers and restaurants to Nottingham.
We are planning a new calendar of events with third parties, such as magazines and film companies, who are excited by the opportunity of dealing with a national shopping centre.
We will provide free WiFi throughout our centres' communal and leisure areas. and
We will launch the UK's first multiple retailer single transaction online shopping website, intu.co.uk, a transactional, fashion-focused mobile-enhanced website.
These changes are in addition to our planned developments at Broadmarsh and Victoria Centre and will really help to push the city up the retail rankings. On top of this, we will continue to ensure that the new brand will play to each centre's strengths and retain the distinct and complementary identity of each centre.
We carried out research throughout this process to understand our customers better and test the new customer propositions. We also researched the new name and logo with both customers and retailers and it was well received.
This is about so much more than a name change, although the name change is an important part of the plan and we carefully considered what the new name should be.
We wanted a name that was modern, fun and fitted in the digital world; it also needed to work with all our existing centre names and be available to use in our business area, so we created INTU. We chose the bird because it feels positive, uplifting and free. The bird is there to constantly remind us of our customers; they are free to choose where they go and where they shop. This reminder will ensure that we always provide our customers with the very best that we can.
The centres will be renamed "intu Victoria Centre" and "intu Broadmarsh".