Marketing

Retail reimagined

Customers making their way through shopping centres are in a discovery mindset, and the brands that will engage with them on the right levels are those that use the available tools to deliver contextually relevant material. Bronwyn Cooper, head of content and programming at Scentre Group – owner and operator of Westfield in Australia and New Zealand, and Jonathan Case, head of sales at BrandSpace – the division of Scentre that works with brands to create meaningful connections with customers in Westfield locations – tell Marketing how smart brands are reimagining retail, and the tools and learnings available to them.

Marketing: How are smart brands reimagining retail?

Bronwyn Cooper: Our customers look to be inspired. They look to be entertained and they look to spend quality time with friends and family in their community. When we are working with brands, the smart ones recognise the potential of a reimagined retail environment to connect with an engaged customer base at scale.

The Woolmark Company is an example of one of these brands. Celebrating the growers who produce the fibre and the designers

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