January 2017

AR Gaming:

Launching a Portfolio Wide Pilot in 8 Weeks

Deborah Owen-Ellis ClarkDeborah.owen-ellisclark@britishland.com

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Always on: keeping up with mobile

Industry shows a huge increase in mobile consumption:

John Lewis Partnership: Mobile sales up 80% (37% web traffic comes from Mobile)*

Sainsbury’s: Online sales +9% (for 15 weeks to 7th January), inc. Argos sales +18%*

Argos: £1 billion of sales through a mobile device*

Media is shifting online: consumption is via mobile:

77% of content shared via mobile takes place on messaging apps**

Facebook accounts for 63% of messaging apps

Over 1 billion Facebook messages sent monthly between brands and customers

Customers 53% more likely to shop with a company they can contact on a chat app

*MW Jan17. **RadiumOne - MW November 2016

The retail business plan:

“Creating outstanding places for modern consumer lifestyles”

“somewhere you want to spend the day” and “for what you need when you need it”

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Keeping sight of our objectives…

Marketing Strategy:

Deliver targeted footfall

Support occupiers sales targets

Help drive equivalent rental value

By…

Creating a compelling proposition

Customer retention and acquisition

Enhancing customer experience

Achieving brand awareness in catchment penetration

We cannot ignore the success of Pokémon Go

Virtual Reality (VR) – An artificial environment

created with software

Augmented Reality (AR) – The integration of digital

information with the user’s environment in real time

Tim Cook (Apple) – “VR, I think, is not gonna be that

big, compared to AR” (Utah Tech Tour, Mashable UK)

Harvard Business Review – “Deciding how to play

early, and which bets to place now, will let retailers take

the lead in this technology” (Virtual and Augmented

Reality Will Reshape Retail)

With this in mind, we seized an opportunity and

made it our own…

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AR, quizzes or apps?

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We couldn’t do it alone…

Formed a great partnership with Harmony, an award winning,

innovations based digital realities company

• Augmented and Virtual Reality with the biggest agencies

and brands

• Delivering leading edge solutions

• Client base including Bentley, Unilever and Sky

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When is a pilot not a pilot?

Kick-off meeting

September

Development

October

Launch

November

Initially 12 centres quickly rose to 21 centres - Inverness to Plymouth

We embarked on learning from a large pilot, across a diverse portfolio and formed great

partnerships…

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Delivering commercial objectives in a creative way

Combining on-site behaviour with social activity, technology and physical space

The aims for Christmas 2016 were to:

Drive footfall

Drive in-centre buzz and fun for the family

Drive brand loyalty

Position ourselves as a leader in property for technological innovation

Drive PR as a leader within the retail real estate world

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Shopper behaviour has changed…

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PDQ marcomms implementation at peak trading…

PRE-LAUNCH

•National and Local PR

•Website / CRM teaser

LAUNCH

SocialCentre messagingLocal communityInfluencersCRMOnline Communities

MOMENTUM

•Social

•CRM

•Video content

CLOSE

•National and Local PR

•Video content

In-centre Messaging

Floor

Markers

Advertising

DigitalPR

Print Material

Social

Owned

media

Bought

media

Earned

media

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New thinking, another new relationship…

More effective targeting was required:

We knew we could media buy to a hyper-acute audience

We wanted more engagement to encourage the “share factor”

Introducing Social Chain…

Average age of 22 years’ old - creative millennials

Social Media Agency of the Year – The Drum Network Awards ’15

Own and manage hundreds of social media accounts

Over 300 million followers and growing!

Client list ranges from BBC to ASOS

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Meeting Freezy…

7th November 2016

UK’s largest ever augmented reality

game in retail property

21 local and regional centres across the

company’s multi-let retail portfolio

Five step virtual present hunt

Finished 24th December 2016

Harnessing technology to enhance and

enliven the consumer experience

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Campaign content – canvas advertising

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Trials and tribulations

Condensed Development

Alpha

31/10

Beta

03/11

Live

07/11

Suggested Timeframe

18 weeks British Land Timeframe

8 weeks

Speed

WeatherTargeted content

Diverse Centres

Prize Winners

Alpha, Beta, Live

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Learnings

• Frequency essential to drive a message

• Importance of social media – consumers are “always

on” and so we need to be

• Consumers love video –if we cannot create content,

we need to curate it

• Being mobile first has to be a key driver in the

strategy to have the power to influence

• AR to engage customers at centres is a win-win for

us