Shopping for customers

Marlowes Shopping Centre 2116Marlowes brought on Magnite to put it firmly on the map of shopping centres in and around Hemel Hempstead. The centre was keen to show that it offered more than just a great shopping experience – It was central to its community.

Magnite created an overarching banner campaign #MoretoMarlowes.

Within this remit Magnite connected to influencers including bloggers and consumers, retailers and local media. Tactical campaigns linked to topical events including Summer of Sport, Back to School, Shopping Centre of the Future and the Charity of the Year.

Coverage appeared consistently in local press, online and on social media and excited consumers with a dual result of encouraging footfall to the shopping centre and creating a high engagement with followers online, reaching into the thousands.Strong online and print presence meant that there was a constant buzz around Marlowes Shopping Centre with local media and consumers. The shopping centre raised awareness of its activities and achieved its aim of increasing its strong links to the local community.

Marlowes Takeover Day

Shop to the Future

Hover boards and flying drones will replace car parks and security guards in the shopping centres of the future, according to insights developed for our client The Marlowes Shopping Centre.

Shopping Centre 2116

The ‘Shopping Centre 2116’ project for the Marlowes in Hemel Hempstead revealed that innovations in leisure, entertainment and technology would shape the way we shop in years to come.

Thirty pupils from Micklem Primary School in Hemel Hempstead, aged between 9 and 10, were invited to takeover the running of the Marlowes as part of a nationwide Takeover Challenge by the Children’s Commissioner to give young people an insight into a career in retail.

They were challenged to imagine how the way we shop today would change in one hundred years time.

Virtual shop assistants, YouTube shops and interactive ‘look before you buy’ photo booths in fashion and clothing stores will transform the traditional shopping experience.

Getting around shopping centres will be a lot easier in one hundred years with teleport stations replacing customer lifts.

Segways will transport shoppers from one store to the next and a train track around the entire centre will help them come and go as they please.

Pupil Sam Freeman predicted that drone racing would be a key trend in future shopping centres: “where you have really, really fast drones that have a camera attached to it that is connected to a special headset that goes around your eyes.”

Classmate Benjamin Baldwin foresaw open plan shopping centres with ‘teleports and flying cars’.

Leisure and entertainment facilities also featured heavily in the Marlowes ‘Shopping Centre 2116’ project with indoor football pitches, motocross, swimming pools and cinemas popping up alongside shops.

Other pupils predicted that future shopping centres would be environmentally friendly and powered by wind machines and ‘magic water’.

Mrs Waterhouse, Y5 teacher at Micklem Primary School, said: “Our pupils really enjoyed thinking up with lots of ideas about how people will shop in the future.

“They came up with some imaginative concepts and challenged our perceptions of what the future of retail will look like.”

Vince Williams, Centre Director at the Marlowes, said: “Shopping centres will be very different places in one hundred years if these ideas become reality.

“Retail shopping will be more interactive and the line between shopping and socialising will become increasingly blurred. We are already taking the suggestions of the Micklem pupils on board and building them into our future thinking.”