Easter weekend is expected to drive footfall to retailers along with F&B and leisure operators. According to new data from Springboard, UK high streets and shopping centres are expected to see an 8.8% increase in footfall over the Easter weekend!
There are numerous campaigns across the shopping centre industry for Easter this year, including various events and promotions held by schemes showing their efforts to entice this expected increased footfall to one scheme over another.
intu Manchester Trafford Centre kid’s club has ‘The Nick Jr. All-Star Easter takeover’ planned for the Easter holidays – this is a great initiative to promote their kid’s club, drive footfall and generate excitement in the centre.
Nestlé, Mercedes and Missguided are among brands teaming up with Westfield Stratford City shopping centre to celebrate Easter with a range of experiences. Using a mix of brands is a great way to target a wide demographic and appeal to a whole family. The events they are offering is expected to increase dwell time and potentially, encourage consumers to visit this scheme over their local.
British Land and intu have launched an augmented reality game for Easter. This includes an Easter egg hunt leading shoppers around the centres – a great way to drive footfall across all areas of a scheme and increase dwell time! The game also has the option to enter competitions – an excellent strategy to capture consumer data to analyse demographics and use to send out targeted promotions or newsletters in the future. New innovations like these are appearing more and more, really demonstrating how technology is offering exciting opportunities to truly enhance the guest experience!
Along with centre’s initiatives, individual tenants are holding their own events to drive footfall to their store – last weekend, ‘Find the Lindt Gold Bunny’ was held at Manchester Arndale. Fashion retailers are now aware shoppers are starting to think about their summer wardrobe (especially with this nice weather we have been experiencing recently) so it’s not surprising that new marketing campaigns can be seen to entice consumers in-store with promotions and events in relation to these seasonal products.
Looking forward to experiencing the atmosphere across all schemes this weekend!
Kat Whitehead, Senior Marketing Executive, Foundation Recruitment