Connect with consumers
Through our branding and marketing programmes we create opportunities for communicating with shoppers, locally, regionally and nationally. We aim to bring more people into our Malls and encourage shoppers to spend more time with us and more money with our retailers.
Our industry-leading marketing is focussed around three core objectives:
Bringing more people into our centre, ensure they visit more often, and encourage them to spend more in our partner retailers when they are here.
Corporate Social Responsibility
Being at the heart of the local community we have a commitment to ensure all of our guests have a positive experience when visiting our centres. That means making sure our facilities are fully inclusive and cater to all of our guest’s needs. We support people with disabilities by investing in areas such as our family changing facilities while continuing to support measures that benefit everyone. A highlight from 2018 was ‘Purple Tuesday’, a national campaign where our centres pledged 1 hour of quiet time to support children with additional needs to raise awareness around the difficulties they face on a daily basis.
Through C&R Cares - the initiative whereby each centre in our portfolio runs its own unique charitable programme of fundraising activities - we raised an impressive £340k in 2018, an increase of 8% on 2017. Some of the highlights of our community projects in 2018 include a regular Community Catch-Up held by The Mall Blackburn, which is a scheme suitable for people of all ages and backgrounds that want to enjoy fun activities, learn new skills or just meet new people.
During the summer of 2018 we introduced the Fantasmapod VR tour to the 5 Malls in a bid to offer a free immersive digital experience at the heart of our communities.
Summer fun at Luton
The Mall Luton held an overarching summer campaign which included an interactive Nexus machine (a large digital screen that guests could play on which involved the opportunity to win various prizes), a LEGO event including workshops and shows, a Fantasmapod virtual reality experience and a summer reading garden.
The campaign was family focussed and provided activities for young children, as well as teenagers and even adults during the summer holidays. As ever the project was designed to be inclusive and offer something all members of the community could enjoy, with immersive digital experiences designed to encourage participation and extra footfall.
These efforts encapsulate our approach to community shopping, offering engaging interactive experiences that will increase dwell time, drive footfall and improve guest experience.