Digital Summit conclusions: Adapt or Die

THE second MAPIC Digital Summit took place yesterday. Chaired by Chris Igwe, CBRE’s head of retail in France, it featured a wide range of speakers covering the impact of digital on shopping centres, cities and high streets. With one speaker acknowledging “a profound decline” in the traditional methods of distribution, a strong emphasis was placed on the fact that many of the changes that are taking place are the outcome of social as much as technological drivers.

“Where I want, how I want, when I want,” was the catchphrase that pervaded the thoughts of many who spoke, but methods of delivering this mantra varied as a series of case studies were presented.

Emmanuel Pottier, strategy, innovation and new media director at digital media provider Clear Channel, said that the job of the advertising agency has always been to “connect brands with people”. He added that “digital is a new way of doing this” and that it can benefit retailers and shopping centre owners.

Sean Curtis, head of business marketing and brand partnerships at Land Securities, developed the theme speaking about how digital engagement had been at the heart of the developer’s one million sq ft Trinity Leeds shopping centre: “We set ourselves the aim of building the UK’s most digitally enabled mall,” he said. “What we tried to do was to adapt the basic principles of omni-channel and apply them to a mall environment.”

Read more about the Digital Summit in the Daily News. Click here to go to article:

 

Image: F. BUKAJLO / IMAGE & CO

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