County Mall - Fashion Hotpots


Shopping Centre, England County Mall - Fashion Hotpots

Integrating technology with on-mall fashion activation to drive sales and on-going shopper engagement

The Background & Challenge

County Mall Shopping Centre had been outperforming the national average footfall trend throughout 2019; however, sales conversions were in decline for some of the centre’s fashion tenants during the same period. The centre’s annual marketing plan included a core focus on Autumn/Winter fashion during the last quarter of the year and the centre’s marketing team was keen to ensure that their tactics prioritised sales conversion and customer engagement over any other objective.

The Solution

Velocity Worldwide’s marketing agency team designed a campaign that delivered an engaging in-centre experience and included multiple touch-points online and in-centre that created opportunities to drive sales.

 The activity included:

  • Installation of multiple dynamic fashion hotspots throughout the centre, which were designed to stop shoppers in their tracks as they walked through the shopping mall, while providing an on-trend back-drop to showcase the best of the current season’s fashion.
  • Design and Implementation of a multi-channel shopper engagement campaign using Velocity’s data, personalisation and insight platform, Darius® for Retail which shoppers were incentivised to engage with:
    (a) Before they visited the store: via email marketing, digital advertising and social media content and promotions featuring fashion trend guides, competitions and unique discounts.
    (b) While at the centre: while they were in shopping mode, through various calls-to-action such as scanning QR codes and texting to win outfits showcased at the centre. Once shoppers engaged with the game/competition they were sent discounts and extended product guides to their phones to encourage store visitation and spend.

The Results

Of the thirteen fashion stores featured:

  • All stores had their best period of hitting sales targets for the year to date.
  • Three stores reported sales uplifts of +35% vs. target on products featured in the campaign.
  • One store saw their weekly sales triple over the campaign period.

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