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FMBX News
Posted: Dec 13, 2011
Manchester Arndale succeeding in footfall drive
Manchester Arndale’s Christmas campaign is now in full swing with an array of integrated promotional activities that are being delivered by the shopping centre’s lead creative agency Refinery Marketing Communications. And the centre is so far reporting record footfall in the run up to Christmas – which is great news for its retailers and Manchester Arndale’s marketing teams.
A core element of the shopping centre’s campaign this year is a 20-page handbag-sized consumer magazine INSIDE that has been delivered to more than 400,000 segmented homes in the Greater Manchester area. There is also an additional 20,000 copies in distribution via in-centre retailers and street teams in the city centre.Designed and produced by Refinery, INSIDE magazine reinforces Manchester Arndale’s strapline - Whatever you’ve got in mind, we’ve got inside. Its editorial style hints, tips and promotions all link back to retailers within Manchester Arndale and helps to showcase the centre’s breadth of brands and product offering.
It is supported in-centre with plasma screen adverts, large scale POS, magazine dispenser branding, website, facebook, twitter and an email to the Manchester Arndale database. It also uses QR codes prompting people to scan to watch behind-the-scenes videos, fashion tips videos and downloadable retailer offers.
Nick Wyatt, Refinery account director, said: “Christmas campaigns are critical for retailers and shopping centres alike, to drive all important footfall and sales, and non more so than this year – with current reports indicating that UK-wide Christmas retailing is down and that consumers just aren’t spending as much this year.
“The Christmas issue of INSIDE magazine has already generated a massive response and, supported by our other activities, is helping to drive sales this Christmas. The centre is now on course to beat its 39 million customers footfall record of last year and current predictions look like it will achieve 40 million by the end of 2011.
“This is the third issue of the magazine and tracking on our previous Autumn and Winter editions showed that the magazines resulted in 20 - 23% of recipients visiting a store for the first time, with around 20% of readers buying an item featured in the magazine in Manchester Arndale.” Wyatt added, “Measurability is also supported by our competition mechanic ‘Love it? Win it!’ which helps to build the centre’s database by enticing readers to opt-in and choose their favourite item/oufit directly from the magazine’s pages.”
