Innesco partners with Maybe* for world’s largest social listening project for #MAPICDigital Manager
MAPIC is fast approaching on 14thNovember 2018 and an exciting new addition to this year’s event is that Innesco is teaming up with Maybe* to deliver a social listening project – the largest of its kind ever undertaken in the commercial real estate sector.
MAPIC is the major international retail and real estate event for key property players connecting retailers, developers, cities and investors over three days in France with around 8,600 participants, 2,100 retailers and 2,500+ developers. This year’s theme is “Transforming reality – Physical in the age of Digital”.
The social listening project centres around the question – “What is the future for retail and entertainment in our towns and cities?” – and will then collect views from consumers all around Europe for the two weeks before the event, and then ask the same questions to delegates in Cannes each day. Using a combination of social listening, AI and chatbot technology in the Maybe* platform, the project will listen to and reach 1 million people across the world.
The purpose of the project is to demonstrate and reveal the variety of lifestyle experiences consumers now have and expect alongside retail rather than independently of it. It will also assess the importance of stores being active participants in those conversations to drive their footfall. Reports will be shown on Innesco’s screens, shared on Innesco and Maybe*’s social media and blogged about during the event.
Maybe* is a conversational commerce platform that enables businesses, towns and cities to listen to, learn from, and react to the digital conversations happening around them, making it the perfect listening partner to undertake this project. It incorporates the latest AI, chatbot, benchmarking, and location-aware technology into its platform.
Dan Innes, MD of Innesco says: “We are proud to be carrying out this pioneering type of research with Maybe* and as an innovative specialist marketing communications agency in the retail and real estate space, Innesco is a natural fit for the project. We place great importance in our team’s expertise, research, intelligence and observation capabilities, and use empirical evidence at the heart of strategies to help identify the optimum “route to audience”. We then use this evidence to drive strategy and inform our tactical creative, digital and media teams to provide winning campaigns that give our clients a competitive advantage. This social listening project is the first of its kind and the largest ever undertaken in any sector – just another example showcasing how Innesco uses technology, data and other innovations to conduct research and deliver its findings in effective ways. It will be fascinating to see how consumer views match up against that of professionals working inside the sector.”
Polly Barnfield OBE, CEO of Maybe* adds: “Consumers have a global choice in their pocket, 24/7/365 days a year. To predict the future of retail you need to understand the needs and expectations of consumers, all of which are reflected in conversations that are happening today. While online shopping seems to get the most attention, the dynamic that is frequently overlooked, is the significant degree to which most consumers’ shopping journeys start via a digital channel, regardless of where the ultimate transaction is rung.
Understanding the customer conversation that surrounds this journey and the associated experience is vital for retail success and future plans. We are delighted to be working with Innesco on this important piece of research”.
Look out for Innesco in partnership with Maybe* at stand R8.A 3 (The UK Pavilion), Riviera 8, UK Pavilion at #MAPIC2018. Follow them on Twitter @INN_Tweets.
More information about Maybe* can be found at https://www.maybetech.com/