Last week shopping centre giant Intu announced it was entering administration. It's a sad and frightening time for the people employed by the group as well as the businesses and staff operating in those places. Despite owning 17 centres and welcoming 35 million customers through its doors, it has been unable to attract footfall pre and post-lockdown. We take a look at how two of its flagship centres - Manchester Trafford and Lakeside Centre in Essex - have used social media to engage shoppers, we measure the sentiment towards the centres since their re-opening as well as comparing their digital activity to that of two successful online players, ASOS and Boohoo.
By sharing this insight, Maybe* hopes to help more shopping centres understand how they can future proof livelihoods and businesses through customer engagement.