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Activity Calendar Increases Shopping Centre Appeal

A calendar of events proved a winner in major UK shopping centres thanks to a strategy devised by tedproduction.

The centres wanted to increase footfall to improve revenue spend for the retailers occupying the mall and increase membership sign up to the centres’ loyalty scheme.

On key dates, ted proposed relevant events to coincide with such things as school holidays, Christmas and Easter, bearing in mind demographic, ethnicity and affluence factors.

Fashion shows, make-up and fashion tips for “work-to-play” professional women also proved popular, as did child queue-buster facilities, activities for children and families, and point of sale and customer offers to increase spend on Sundays. Shopping centre mascots were utilised to increase exposure and brand attribution alongside the events, which were presented in a child-friendly environment.

ted assigned a team to each shopping centre to implement events and, working with the centre’s marketing manager, ensured every event was constructed in a marketable way so as to engage social media interaction.

The result was that on the key dates footfall was up, membership sign up was up (by 50%), revenue was up … and customers appreciated the sense of community and friendly approach enough to mention it, and shared all their experiences positively via the shopping centres’ social media platforms.

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