Festive cheer and footfall boosts

The Gracechurch Centre

Events & Experiences

OBJECTIVES

To remind customers of the merits of their local shopping centre in the approach to Christmas, stem the fall in footfall and create a more positive opinion of the centre in the longer term.

METHOD

We spread the start of the festive season over two key dates in the approach to Christmas. Kicking off with the Christmas Lights Switch On and a day of FREE fun one Saturday in mid-November – including festive face painting, freebie giveaways and the chance to meet some popular characters! The following Saturday saw the arrival of Santa, bringing with him a day of free crafts and face painting.

OUTCOMES

The Christmas Lights Switch On event saw a 7.1% uplift in footfall YOY with a variety of positive feedback from customers who attended, including…

Jack – “Thank you for the candy cane, my son Lewis loves Christmas and was asking them lots of questions about all the reindeer!”

Annie – “Very enjoyable to watch the reindeer handing out gift cards and sweets to everyone – something different”

Hilary – “The start of our Christmas shopping today, we always come to Gracechurch, reindeer were hilarious”

Laura B – “A nice surprise at the centre – not what I expected to come down the mall towards us”

Claire – “They were so cute – the actors were great and made the day special for my little one.”

Paul- “Reindeer were friendly and always chatted to us as we came in and out of the shops.”

Maria – “Very very festive, cheered us all up from this weather”

Santa’s arrival saw a footfall uplift of some 8.5% across the day which was extremely positive when considering the loss of some major tenants over the previous 12 months.


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