Centre Court, located in the heart of Wimbledon, has in recent years faced increased competition from new and existing retail schemes that offer larger store formats and a wider selection of product ranges. The centre’s footfall had remained stable over the years, despite the increased competition; however, sales for several retailers had declined as shoppers moved to newer shopping environments for comparison shopping but visited Centre Court for convenience shopping.
The challenge was, therefore, to engage shoppers who were coming into the centre for convenience uses (Tesco Extra and M&S Food are located at the front of the scheme) and encourage them to visit other retailers in the centre.
Powered by Velocity’s data, personalisation and insights platform, Darius® for Retail, we designed and implemented an innovative 21-day Mother’s Day promotion, centred around an eye-catching ‘on mall’ installation that depicted and championed six different types of mother (Sporty, Glamorous, Beautiful, Stressed, Baking and Fashionable). Each mother was represented in a life-size format along the spot-lit red carpeted walkway, and each had its own product display, relevant to that persona.
Shoppers visiting the ‘Mother’s Hall of Fame’ could enter to win any 1 of the 6 different displays by texting the unique reference number relevant to that display, or by accessing the promotion’s landing-page across all the centre’s digital channels. Each entrant received a tailored gift guide and relevant offers by email immediately after they registered.
• 9% year-on-year average sales growth over the campaign period for tenants that engaged with the promotion.
• 6% growth in shopper data.
• 65% of all shoppers who engaged with this promotion re-engaged with future campaigns delivered through Darius® within the next 12 months.
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