Your entry should paint the perfect picture for our judges, from start to finish, as if you were writing a factual story. Remember to refer back to the judging criteria in our entry guide for your chosen category.

Scoring Criteria.

The maximum number of points per application that can be awarded awarded is 100. To ensure consistency of scoring, every submission will be scored against the following criteria.

Background and objectives (no score)
You should set the scene, providing the rationale behind the activation/activity. In 200 words or less, this section should outline:

  • The context of the retail place and partnerships
  • Situational analysis
  • An outline of your KPIs and measurable objectives (including commercial activity)
  • Defined robust measurement techniques

Innovation and creativity (30 points max)
Highlight the many ways your activation/activity stood out from the crowd and was brought to life. In 250 words or less, this section should outline:

  • The originality of the idea
  • A creative approach to the strategy and planning
  • Creative use of budget, resources and space
  • Innovative partnership(s) between the retail place, media, brand, occupier etc.

Execution and delivery (30 points max)
Detail how the activation/activity was carried out. In 250 words or less, this section should outline:

  • Any challenges faced and how these were overcome
  • Visual evidence of execution and delivery in the context of its surroundings
  • The nature of any in-house partnerships, such as marketing support, including budgets

Results (40 points max)
The most important part! You should provide a clear evidence line and commercial element to the results. In 300 words or less, there should be genuine and relevant evidence and this section should outline:

  • How the activation/activity met the commercial objectives
  • How the results met the measurable and brand objectives
  • Any supplementary/unplanned value generated


Entry groups.

Given the fast-changing retail environment with increasingly selective/purpose-led customer shopping trips, we have changed the way in which entries will be grouped. This year, with the exception of the Other Retail Environments category, entries will be grouped into the type of retail place.

This is to help the judges understand quickly and easily its scale, available resources, budget etc.

Take a look at our new classification system below. You may meet all of the criteria points, or a majority so please choose the group that is the best fit for your retail place. If your activation/activity has occurred throughout multiple retail places, please select the multiple group, no matter what the type.

Shopping places likely to be easily accessible, serving the daily needs of the direct local catchment. They will typically have:

  • A lower customer spend
  • Smaller dwell time (2 hours or less)
  • Frequent customers/visits

Shopping places likely to be and/or have a principal retail offer in a large urban area with strong retail and leisure offer. They will typically have:

  • At least 1 anchor store
  • Medium dwell times (2-4 hours)
  • Weekly or monthly customer visits

Shopping places likely to be and/or have an extensive retail, leisure and significant mix of other uses, serving an extensive catchment area. They will typically have:

  • At least 2 anchors, containing an arrange of flagship stores
  • Long dwell times (4+hours)
  • High footfall and infrequent customers/visits

Other retail environments.
Entries into this category are welcomed from non-shopping centre places including:

  • Leisure destinations - almost exclusively leisure/entertainment, often complemented with a F&B offer
  • Outlets - specialist schemes comprising of manufacturer and retailer stores, offering brand-name goods at discounted pricing.
  • Transport hubs - public transport networks such as airports, railway and tube stations with a retail, F&B and service offer