Stemming the fall in footfall

The Gracechurch Centre

Events & Experiences

OBJECTIVE

Faced with a number of challenges as a result of the current retail climate, our objectives for The Gracechurch Centre in Sutton Coldfield this summer were clear: Stem the fall in footfall, encourage shopper spend and visitation and increase tenant engagement.

METHOD

Building on the floral theme established through our events calendar across the year, we installed a mini golf course with a floral twist. Shoppers could participate free of charge and a loyalty scheme was introduced to encourage repeat visits, with the offer of the chance to win a £100 gift card when customers attended on two or more occasions. Retailers at the centre were invited to take advantage of the occasion and come out onto the mall to promote their products through demos and sampling.

OUTCOMES

A total of 2,326 shoppers participated in the activity in total throughout the two-week promotion, with 50 people entering the free draw to win the £100 centre gift card. The centre enjoyed a 1% increase in footfall month-on-month and all retailers who participated in the event reported an increase in sales as a result.

 

Shopper feedback includes…

“This is our third visit! The children keep asking to come back!”

“Great idea being free, will bring the children down a lot during the summer.”

“A hidden gem! What a great idea for a shopping centre”

“We were prepared to pay for the event but even better that it was free!”


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