Trafford CentreThe listed property retailing group CSC’s (Capital Shopping Centres) planned rebrand of its portfolio of shopping outlets across the UK , will take effect from mid February. On Monday 18 February, the Trafford Centre will henceforth be known as intu Trafford Centre – no ‘the’.

Friday 15 February will mark the last day’s trading on the LSE and JSE under the old name Capital Shopping Centres Group PLC. On 18 February, the company’s name will change to intu properties plc.

The company’s chief executive, David Fischel, said: “With over half the UK population visiting our shopping centres each year, we have the scale to seize the opportunities provided by the changes in the retail marketplace.

“We are investing £25 million in digital infrastructure, an eCommerce website and a new brand. We very much look forward to implementing the initiatives announced today, which mark an exciting next phase in the evolution of our market-leading UK shopping centre business, to the benefit of customers, retailers, staff and investors.”

Following the name change, a number of new initiatives will subsequently take effect beginning with the introduction of free wi-fi at (the) intu Trafford Centre followed by the launch of the new eCommerce site in March or April.

intuFrom May, the intu brand and visual identity will also become more immediately apparent to shoppers at the centre  in the form of physical signage in and around the complex and relating to customer service facilities.

Both the national and regional marketing campaigns will also be launched in May.

Of the £25m that CSC has invested in the rebrand, circa £7m has been spent on the brand ID through Landor Associates in London with a further £8m for services provided by CISCO and  Block Solutions for wi-fi and other technology delivery.

Re the sum of £10m which has been attributed to the development of the new eCommerce site, a spokesperson at the company’s HQ in London told Prolific North that that work was being undertaken by the company’s in-house tech team and that the bulk of the national marketing initiatives were also being devised and planned by the in-house marketing department, again in London.

However, she also added that the intu Trafford Centre’s regional marketing team,  would also have its own separate and additional budget for a number of regional marketing initiatives but would not be drawn on whether the company would be turning to the company’s existing suppliers – or seek out new agencies for the various tasks.