The events are driving unprecedented levels of visitors and the outlet-shopping offer has delivered with relevance to the catchment, delivering a clear positioning and seeing an overall 15% increase in footfall and 7% in sales year on year.
The Gloucester Quays Food Festival has become the most successful of its kind in the South West with this year’s Food Festival event delivering 150,000 visitors in only 3 days. Gloucester Quays has moved from a failed outlet shopping centre to an acclaimed destination.
Despite a huge launch, the Centre was not achieving forecasted visitor numbers. Understand its failure, identify a solution and re-launch.
The Inconvenient Truth was that the very limited retail offer (and empty units) did not have sufficient appeal to encourage the local catchment groups to visit with frequency, or those from the affluent wider catchment to make the trip worthwhile. The centre could not deliver what the launch marketing had over-promised.
OUTTHINKING THE COMPETITION
Identify all the relevant customer groups appropriate to the existing offer then deliver the centre offer through an event driven strategy – these events focusing on themes and activities that the Simple Truths confirmed would resonate with these groups.
“Since they came on board, FKC have made a real difference to our business”
Jason Pullen, MD Peel Outlets