DIGITAL AND NEW MEDIA CONCEPTS

OUR SESSION TODAY

A practical session, not theoretical

Interactive, not a seminar. Ask as many questions as you like!

Getting the basics right, and shunning the shiny

Carving your way through the Digital noise by knowing your numbers

Grounded in proven commerciality, never ‘marketing for the sake of marketing’

Focusing on the present and short-mid term, rather than the long term

Putting the consumer first

 Today’s Consumer (10)

Introductions, your Digital set up and Company Objectives (30 – 15/15)

Land Securities Digital Landscape (5)

Starting to develop a Strategy (5)

Break (10)

Channel Review & Checklist – Web, Email, Social, Mobile & Apps, In-Scheme Systems, Third Party Listings (40)

Innovation & New Trends (20)

Break (10)

Recap (5)

Outcomes and Indicators of Success (5)

Land Securities Roadmap (10)

Your takeaways (20)

Conclusions (10)
How do I design an engaging shopping experience
around today’s consumer?
Significant growth is still expected to come from offline shopping channels for the
next 4 years and the importance of online influence on these purchases is key.

2013 2017 GROWTH

£ 29 BN
E-COMMERCE SALES £ 52 BN 79%

£ 5BN M-COMMERCE SALES £ 12 BN 140%

261BN STORE SALES 6%

£ £ 276BN

£18BN MOBILE INFLUENCED STORE SALES

£ 41BN 127%

Source: Deloitte Digital, 2012

Physical stores remain the centerpiece of a consumer purchasing journey and in nine
out of eleven categories, the store purchase is favoured. Showrooming is a behaviour
felt most keenly in the online sphere.

Source: Econsultancy, 2013

How does today’s new consumer consume media?
WHY AN OMNI-CHANNEL CONSUMER?

“The Omni-Channel customer will

spend, on average, 15-30% more than
someone using just one channel.”
PWC, Demystifying the online shopper, 2013
WHY AN OMNI-CHANNEL CONSUMER?

JC Williams Group, 2013, Apparel Segment

 What is an Omni-Channel approach to Digital Marketing?

All communication channels are interchangeable

Choice of channel is often context driven
The end consumer controls their own journey
Hierarchy of content may change in reaction to context
Messaging, delivery and voice must flow consistently across all channels
Let’s get to know each other

15 minutes

Who you are & your company

Plan B

Company’s key objectives

Perception of Digital

Time spent on Digital each day, week or month

Key challenges

Jot down the Digital channels you use

 15 minutes

Who you are & your company

Plan B

Company’s key objectives

Perception of Digital

Time spent on Digital each day, week or month

Key challenges

Jot down the Digital channels you use

 KEY OBJECTIVES
Our thoughts are aligned to three wider business strategies.
COMPANY

The Land Securities company vision

Everything we do as an organisation should be about aiming to lead, using Digital Marketing to
support our Retail strategy of Dominance and Convenience. We return value to the business by
ensuring our occupiers trade well, which effects ERV and in some cases, turnover.
MARKETING

A new approach to Consumer Retail Marketing

Creating compelling, competitive and coherent brand propositions and delivering activity designed
to drive occupier sales and improve asset performance.

An Omni-Channel approach
DIGITAL

To build an online presence we need to get the basics right, looking to channels that can deliver short-term
commercial impact, mass reach and rapid growth. The more engaged the Omni-Channel consumer is, the
more often they shop, and the more they spend. We must attract, engage and nurture those high-value
customers, developing insight to build toward a long-term Big Data methodology.
 Touchpoints in the Land Securities Digital landscape

Web Email Social Mobile, In- Third

Tablet & Scheme Party
Apps Systems Listings
 Starting to develop a plan of attack

Know your numbers- which channels bring mass engagement?

Get the basics right and make each channel work hard for you

Link each channel you have and ensure the message is compelling, competitive
and coherent

Bear in mind that today’s consumer is impatient

Focus on channels which can make a commercial difference to your business

Observe new trends but shun the shiny

2 CHANNEL REVIEW
 Websites

Our Retail websites remain the hub of our customer’s online journey with
a combined visit total of up to 1,072,000 visits per month.

However, they must evolve to support two user-centric journeys;

To educate
We will amend usability and design to prioritise key visit information. This will include
amendments to the navigation, quickly serving up opening times, directions, parking or
store listings and ending in a compelling call to action.

To engage and persuade

We will entice the undecided shopper with a suite of engaging content.
To educate the decided- hygiene factors

Opening Hours

Location

Occupier Listing

Parking

Jobs & Opportunities

Special Offers
To engage and persuade the undecided-
content and omni-channel
What’s On Blog

Imagery & Video

User Generated Content

Events

Social Media- Links and Integrations

Sign Ups

Press Releases
 Web- A Health Checklist

Traffic- up or down YOY?

Home bounce rate- above 70%, above 50%, above 30%?

Top Exit Pages- as expected?

Sessions/Month- are you changing your content too often/not often enough?

Dwell Time- how long are your customers spending? What are you asking of them?

Pages/Session- how deep is the content you need your users to see?

Devices- how does your site render on the most popular devices? Too much copy?

Static or responsive design- are the site metrics better or worse

across different device types?
 Email

In the UK 34% of consumers say they check email compulsively, with 82% of consumers
checking email at least once a day, going up to 90% in the over 35s.

Only 8% of UK consumers are reading every marketing email they receive and 43% read
fewer than half of emails sent by marketers. Think consumer first!

Our existing combined Shopping Centre database sits at 201,000, against a portfolio
footfall of over 12 million per month (1.7%).

The opportunity ahead of us is therefore significant. We will;

Significantly grow an active database of customers who shop in our centres

Introduce an Online Buying Guide format for our emails,

to provide an incentive for signing up and a voice for the retailers

Launch triggered emails to encourage continual,

automated conversation and engagement with our customers
 Email- Provide a service, don’t be part of the ‘noise’

Why- should the consumer sign up to your newsletter?

What- service or benefits will they receive?
Who- are you aiming your newsletters at? Don’t forget you can segment and target.
 Email- only as good as your data

Opt In- has your user explicitly opted in?

Source- always collect the source and opt in date
Target Group- attract a database of interested, mobilised shoppers. Be wary of competitions.
Insightful data- balance of insight and speed of sign up
Hard bounce, soft bounce and unsubscribes-
set your rules and automate

Review- learn from behaviour and store data

Personalise and segment- collect data which you can act upon to improve all KPIs
Data Capture- wherever your consumer is
 Email- A Health Checklist

Mobile First- image-based and snappy copy. Host ‘sticky’ content on website

Create hierarchy- what do you want your consumer to do

Omni-Channel ecosystem- how does your newsletter fit into your Digital offering. Familiar
navigation and social media.

Links- do they drive through to relevant landing pages

Alt tags and image rendering- before downloading the images, does your content make
sense. Are your images compressed?

Call to action- use immediacy to drive a reaction or engagement

Personalise and segment- use data to personalise experience

Automate- create a conversation, without generating extra work, by setting a script

 SMS

The introduction of SMS represents an entirely new channel for Land Securities.
It is a highly cost effective and efficient media channel, shown to deliver outstanding
double digit response rates.

We will use SMS to acquire data and broadcast Retailer and Centre marketing
messages for improved consumer engagement and Retailer sales.

Trial to be launched within Email CRM in 6-12 months.

90 million UK SMS sent and received every day

97% of
UK SMS read
within
4 minutes
 Social Media- the Commercial reality

Users who engage on Social Media sites spend more in

an offline environment.

Source PWC, 2012

(However, it is also true that only 18% of Social Media users have
purchased a product directly as a result of a post on a network)

Social media is therefore a means of

‘warming up the consumer to the shopping experience’.
 Social Media- additional benefits

Open all hours – Highest number of interactions occurs between 7-10pm on a Friday,
And with 71% of consumers purchasing products online after normal business hours, Social provides
‘round the clock’ communication when our Centre doors are closed.

Data Mining- profile your consumer, gain insight to their interests, use Facebook sign in where possible

Target- marketing can be highly targeted for great engagement

Tie your channels together- publish your newsletters, encourage sign up, flow campaigns across all media.

Data Capture- Tools such as Woobox make this extremely easy and engaging at a low cost

Highly invested- Study conducted by Havas unveiled ‘loving’ relationship with our Shopping Centres.

Use to drive engagement , warming up to the shopping experience, and insight

 Social Media- Mass & Scale

We use two main Social Media channels to build mass and scale.

Facebook- over 1.3 billion active monthly users,1 out of every 7 internet minutes is spent here.
Over 50% usage on mobile. Only 7% of accounts aren’t active.

Twitter- over 255 million active monthly users, 500 million tweets sent per day.
Over 70% usage on mobile.

Facebook followers now total 270,516 – an increase of 43% (Oct 13 - Mar 14).
Twitter followers now total 99,749 – an increase of 10% (Oct 13 - Mar 14).

We will continue to use Social Media as a means of ‘warming up’ customers to the
shopping experience offline;

Align Social within the Digital Channel mix, delivering a consistent, fluid look, feel and tone of voice

Trial sales driving directly from Social channels

Link in an Omni-Channel way, driving traffic to Email Sign Up, Tripadvisor, Google Places etc.
 Social Media- Facebook Top 5 Tips

1) Make your page easy to find- does it have a friendly URL?

Do you reference it on all other channels?

2) Grow your audience- add a ‘Like gate’, run brand-specific competitions, ask your audience to
share with their friends, consider tools such as Woobox,
run extremely targeted paid advertising for optimal ROI, drive sign up

3) Watch your edge ranking- consolidate posts, keep quality high, publish content
with an action in mind, review your analytics regularly

4) Ensure you’re clear on Facebook’s place in your marketing strategy- what will your audience
receive? Do they become VIPs? How can you speak to them differently?
Track online to offline conversion for improved understanding of the channel’s commerciality
Provide customer service but take difficult conversations offline

5) Consider the mobile-first philosophy- be visual, keep copy snappy, prioritise the
messages you want your audience to see
 Social Media- Twitter Top 5 Tips

1) Make your feed easy to find- does it have a friendly URL?

Do you reference it on all other channels?

2) Grow your audience- run brand-specific competitions, ask your audience to re-tweet,
run extremely targeted paid advertising for optimal ROI, use hashtags and hashtag search to unite
your audience and track activity

3) Get involved in the conversation- join conversations confidently and use your tone of voice
most strongly here, observe and use trending topics where appropriate,
never hi-jack serious subject matter and approach automation with caution

4) Ensure you’re clear on Twitter’s place in your marketing strategy- what will your following
receive? Do they become VIPs? Track online to offline conversion for improved
understanding of the channel’s commerciality
Provide customer service but take difficult conversations offline, set expectations for replies

5) Add richness with media- tiny urls, vine, instagram, twitpics

 Social Media- Ones we’re watching

Instagram- 200 million monthly active users up from 100 million in September 2012.
First ‘commercialization’ trials occurring.

Pinterest- approximately 40 million monthly active users. Great conversion- double the spend

Google +
 Social Media- Guidance and Policy

You are personally responsible for any content you publish online, whether in a blog, social platform or any
other form of user-generated media. Please be mindful that anything published will remain permanently in the
public domain. Even content which is deleted, is capable of being stored and found by other users.

Be respectful of others. Never use slurs, make discriminatory remarks, harass or be derogatory or
dismissive of others and their opinions. Ensure that any third party content being linked or referred to also
holds true to these same principles.

Safeguard privacy of the company and other users. Never disclose commercially sensitive, anti-competitive
or confidential information. Do not publish contact details where they can be widely used by those you did not
intend to see them. If you are unsure whether the information you wish to share falls within one of these
categories, discuss it with your line manager or central Digital Marketing team.

Add value to the online social sphere by creating interesting posts, content or responses which others want to
engage with and share. Build connections, communities and take part in the conversation.

Observe the small print. Be aware of social media platform and third party platform terms and conditions and
comply with those terms of use.

.
 Social Media- Guidance and Policy

Personal social media As a representative of Land Securities, you will be expected to uphold and support
our reputation as the leading property company with best class in people, teams and processes, even when
using a personal social media account. We would ask that you refrain from controversial language or
behaviour, especially in reference to Land Securities.

Don’t get into hot water by starting, engaging with or escalating heated discussions or posting controversial
content. If you feel uneasy about something you are going to publish, discuss your concerns with a line
manager or member of the digital marketing team first. Avoid subjects such as politics, crime, religion and
polarising social or sports events.

If content generates a negative response be conciliatory, respectful and quote facts to lower the
temperature and correct misrepresentations. Be the first to admit your own errors. Take heated discussions
into a private forum or direct messaging inbox. If another user posts negative content, please speak to the
Digital Marketing Team for advice on how to deal with it. Deleting a post can often be inflammatory and this
course of action should not be undertaken unless that content is discriminatory, derogatory or offensive.

Represent Land Securities with pride and be mindful that social content on the company and all brands will
affect external perceptions of us as a company. Be positive and encourage positive interaction.

Good housekeeping is essential. If you participate in social media activities as part of your job, do not use
personal accounts to administrate Land Securities content. Please be aware that these business accounts
and the resulting contacts remain the property of Land Securities solely.

Have fun. Social Media is a place to have conversations and build connections, whether you're doing it for
Land Securities or for yourself.
 Mobile And Tablet

The majority of our Web visits now occur on a Mobile or Tablet. This percentage is nearly
doubling year on year.

Research at Buchanan Galleries found that 80% of mobile searches on the Scheme took place
in the near area. Users were looking for retailer listings throughout the day and opening times
toward the end of the day- mobile and tablet user requirements change according to context.

As a key force of change, we will focus on Mobile and Tablet and;

Move to a responsive design

to cater for our growing Mobile and Tablet visitor base 52% of
and their context based behaviour Retail web
visits occur
Flex the hierarchy of content on Mobile or
according to device and context, to serve up relevant Tablet
information and improve experience
 Mobile And Tablet- Responsive Design

Move to a responsive design

May require a site rebuild due to the different code bases but is an essential development
and investment.

86% of users
60% of our
would leave a
newsletters are
site
opened on a
immediately
mobile
which didn’t
render for their
device
 Applications

To have success and longevity, any Application, and future iterations of that App, must:

Meet a need for the Centre and the Customer

Be adopted and managed internally with a long term proposition
Undergo consistent improvement in response to analytics

In response to this we will:

Re-imagine the Trinity Leeds App as a Loyalty scheme, designed to increase footfall,
frequency spend and Omni-Channel engagement.

Manage this closely internally, adding newness regularly and responding to analytics
for continual improvement.

This App Loyalty scheme will also allow visibility of shopper spends and browsing habits,
contributing to the Big Data goal.
 In-scheme Systems

Wi-Fi

44% of all age groups say that the availability of in-store Wi-Fi influences where they shop
(Source: Ji-Wire, March 2014)

Would the availability of in-store Wi-Fi influence where you shop?

18.9% 14.0% 22.4% 13.6% 22.8% 22.6%

31.4%

33.0% 37.7% 30.2% 29.2% 30.5% 33.1%

20.5% Yes
79.5%
Somewhat
48.1%
48.1% 48.2% 47.3% 57.2% 46.7% 44.4% No

(Source: Ji-Wire, March 2014)

<21 21-24 25-34 35-44 45-54 55+

Our Wi-Fi is currently provided by The Cloud, a Sky owned company. As Land Securities are
the third party, we receive a lower email opt in than we would receive on a proprietary
system.

By managing Wi-Fi through our own systems or new agreements,

we will improve data acquisition and user experience.
 Click and Collect

79% of UK consumers have used Click & Collect in the past twelve months.
At Christmas, 41% of John Lewis online orders were delivered via Click and Collect.
The Marks & Spencer website now sets ‘Deliver to Store’ as the default service

Click & Collect represents a growing channel and opportunity to drive footfall, frequency
and incremental sales.

Trial to be launched at Trinity Leeds and St David’s in the next 3 months.

 Digital Screens

Retailer promotions run on existing screens have been proven to deliver huge return.
At Trinity Leeds, Boots attributed £5,000 incremental sales (+120%) to one Digital Screen
campaign alone.

When used as brand builders, there has been no material commercial improvement.

We will continue to primarily use this Channel as a conduit for Retailer offers,
marketing messages and sales-driving activities in relevant Centres.
 Third Party Listings

61% of customers read online reviews before making a purchase decision.

They are also referenced to inform visit decisions and in-scheme activities.

It is essential that these listings are claimed and the reviews managed to ensure
positive reputation management, encourage engagement and commercial growth.

We will focus on two major third party sites moving forward;

85% of UK mobile users seek local information on their

Smartphone and 81% take action using the local content.

Google Place reviews hold prominent search result

Places placement at the top of each page and gain significant traffic.

Tripadvisor is the number one site for user generated

place reviews.

Shopping Centre listings have been organically created

and our shopper’s conversations take place in this space,
and are currently un-moderated and unsupported.
Shunning the shiny
Shunning the shiny
New Technology Trends

Loyalty & Customer Service

iBeacons

Overarching CRM

Agility- delivery, open systems, speed

Wi-Fi as standard

Digital Screens

Mobile & device first is already happening!

Loyalty & Customer Service
iBeacons
Overarching CRM
Agility
Wi-Fi as standard
Digital Screens
Innovation

Wearable Tech

Internet of things

What they have in common?

Intuitive devices and technologies displace logic
Wearable Tech
Wearable Tech
Internet of Things
Displacing logic
3 RECAP AND CREATING A ROADMAP FOR SUCCESS
Recap- Create Hierarchy

Think Omni-Channel consumer first

not channel first

Encourage behaviour, using new consumer expectations which feed your

commercial goals

Create a ‘hierarchy’
to forge an achievable Digital Strategy

Get the basics right

Make existing channels work harder before adding additional channels
 Digital KPIs

Performance against one or more of the following Digital KPIs will

determine success;

Website KPIs
Increased sessions, unique users and frequency of session, reduced
website homepage bounce rates, increased dwell time, elevated depth
of visit.

Email and SMS KPIs

Database growth, high interactivity, low unsubscription rate.

Social Media KPIs

Audience growth in targeted catchments, high engagement ratio,
outside of hours ‘round the clock’ engagement, improved sales driving.

Mobile, Tablet and App KPIs

Improved mobile and tablet usability, strong App downloads with
ongoing usage, incremental sales growth driven by increased
frequency and spend in Loyalty App.
 Roadmap – Short Term

Digital Basics / Short Term Deliverable /

Improving website wireframes, content, design and usability to enhance engagement.

Moving to a responsive website design and retiring mobile sites.
Launching a new Email partnership, complemented by comprehensive team training.
Conducting significant database work to drive depth of information.
Developing the Omni-Channel offer - marrying up all digital channels to allow for easy traversing.
Claiming third party listings for ongoing management.
 Roadmap – Mid Term

Building Phase / Mid Term Deliverable /

Improving Retailer listing pages.

Beginning an SEO campaign for each centre, based on brand presentations.
Conducting context driven device research to inform ongoing improvement to responsive design.
Developing or re-imagining App for release.
Rolling out self-managed Wi-Fi to selected Shopping Centres.
Extracting short and long tail ROI from Social activity.
Trialling SMS.
Trialling Click, Collect and Returns.
Synching reviews across multiple channels.
 Roadmap

Big Data Methodology / Long Term Deliverable / April 2016- April 2017

“Joining up the data dots”

Introducing a central CRM for all Data from Digital Channels
Analysing and Segmenting Data for greater ROI
Deriving a commercial value from Big Data mine
 Your Takeaways

How will your prioritise your channels?

How can you improve each existing channel?

How can you tie your channels together?

What does your short, mid and long term Roadmap

look like?

What are your Stop, Start, Continues?

CONCLUSION
The Omni-Channel customer is the Gold Standard customer

The more engaged the consumer, across a number of channels, the more they spend. More
is more.

Targeting the Omni-Channel customer, therefore, ensures the greatest commercial return
for our Digital investments

Our Digital Marketing Strategy must be aligned to our wider company goals- we must
prioritise channels which deliver to these goals

All activity will be tracked and monitored against clear Commercial Objectives and
Digital KPIs to ensure accountability

In the short term Roadmap, we must get the digital basics right, using our existing
channels for great engagement

Look to innovation but shun the shiny- observe trends more closely

Build on a solid foundation toward a Big Data methodology. Data is the new oil.
 ICSC European Partners

ICSC Global Partner

ICSC European Partners