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Shopping Centre, England Gallions Reach ‘Set the Trend’

The Background & Challenge

Located in Newham, London’s most-multicultural borough, Gallions Reach is London’s largest outdoor shopping park with a primarily fashion retail offer. The shopping park had an existing shopper database but it didn’t enable the centre’s marketing team to segment their communications in any meaningful way. Considering that the shopping park’s primary catchment included a diverse residential community, it was clear that the communications strategy needed to pivot and ‘connect’ more personally with their shoppers.

The challenge was to quickly grow the shopper database and to capture more qualitative data that would enable the shopping park’s marketing team to send communications to their shoppers that were appropriate, relevant and meaningful.

The Solution

Working with one of the UK’s most notable Hijabi vloggers, we deployed a digital media strategy, targeting her followers across YouTube, Instagram, Twitter and Facebook. Using our data, personalisation and insights platform, Darius® for Retail, we could harness the popularity of her brand by incentivising her followers to opt-in to the Gallions Reach shopper database to win a personal shopping trip with her. This enabled us to capture a lot of data quickly, and by partnering with a ‘trusted’ personality we could capture more qualitative data that would otherwise have been possible. An on-site event took place the week after the competition ended which included a meet and greet with our partner vlogger, with event linked personalised offers that could be redeemed on the event day. The event stage was important in demonstrating that there was real value in been a member of the shopper database beyond getting entry to the original competition.

The Results

• In the first month, the campaign delivered combined year-on year monthly sales growth for the fashion and beauty tenants of +6.5%.
• 71.80% increase in footfall for the event day.
• Shopper database increased by 65.99%.
• Average redemption rates on promotional offers over the year as reported by tenant retailers increased by +30% following the campaign.

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