The Mall’s Love Sundays campaign was launched with the objective of increasing Sunday footfall and retailer spend while rewarding our most loyal customers.
It is one of our most successful marketing campaigns, having been run each year since 2014. In its first year over 22,000 customers took part, generating over £1million of incremental spend to our retailers with an average promotional spend on Sundays more than double the normal average, and Sunday footfall increased by 5% year on year during the campaign. The strong performance led to it being a consistent part of the centre’s marketing strategy.
How it works
All RewardME members – the Mall's loyalty scheme – who spent £50 in our Malls on any Sunday between February and August were rewarded with various gifts, from free parking to fashion items and sweet treats sourced from our retailers.
The free gifts change regularly to encourage repeat participation, and a choice of products is usually available to ensure different customer groups can be targeted. Events have also been run on Sundays providing entertainment and additional reasons to visit the centres.
We like being in C&R shopping centres. They’re well managed with clear evidence that the teams work hard to drive footfall, whilst maintaining excellent service charge control.James Hamilton, Head of Acquisition and Estate, Costa Coffee & President of the PMA
A successful platform
Love Sundays has been run each year since 2014, delivering a ROI for our retailers of 20:1. In 2016 it delivered participation levels 25% higher than in 2015 over a shorter period, demonstrating the value of a consistent message and promotional platform. £1.1 million of incremental spend was generated for our retailers in 2016, with Sunday footfall during the campaign up by 1.8% compared to the national index of -1.4%. The campaign also works to drive up average transaction values, with participation spend for the campaign averaging out at over £78, more than double the usual average transaction value.
Love Sunday will also run throughout 2017.
2016 Sunday footfall
Love Sundays is a prime example of Capital & Regional’s active marketing that delivers outstanding results for our retailers on a highly cost-effective basis. Return on Investment for retailers for Love Sundays is around 20:1, an enormous return and demonstration of the experienced and pro-active C&R marketing function.