intu targets footfall boost with Nick Jr. partnership

Shopping centre operator intu has announced a new partnership with Nick Jr. to add augmented reality features to its in-centre app.

The company is teaming up with the US kids’ network to bring a host of TV characters to life at its centres across the UK this Easter.

Six augmented reality experiences can now be accessed via the intu app when a user scans images found in its 14 retail and leisure sites.

The firm said the tech is part of a wider strategy to drive up footfall and dwell time through new digital experiences.

Karen Harris, MD of intu Digital, said: “We’re bringing a whole new Nick Jr. world to life that is certain to bring smiles to the faces of our youngest guests, thanks to the combined power of the intu and Nick Jr. brands and state-of-the-art augmented reality technology.

“This is the latest digital innovation from intu to use new technology within our environment and looks set to increase dwell time in our centres over the school holidays and propensity to revisit to the benefit of our retailers.”

She added: “Adding augmented-reality technology to our customer-facing app will allow us to create even more experiences like this in partnership with a number of brands.”

The launch of the augmented reality tech follows a virtual reality multiplayer experience introduced at Nottingham’s intu Victoria Centre last year, which saw 1,000 shoppers virtually decorate a Christmas tree and share their creations online.