Projects

Retail – Festive Footfall Case Study

January 30, 2024
Zunaira Nasir

BRIEF

To establish a shopping centre as a festive destination for people to make full day experience plans, utilising the festive installation, driving shopper traffic and restaurant bookings.

AUDIENCE

Affluent key mosaic audiences, highlighted in the research within the immediate and wider catchment, including: City Prosperity, Prestige Positions, Suburban Stability, Domestic Success, Aspiring Homemakers.

KPIS

  • Increase footfall 10% YoY
  • 15% Increase in website traffic YoY
  • 10% Increase in festive installation bookings YoY

KEY CHALLENGES

The centre was in a competitive location with similar installations in the same catchment.

STRATEGY

Implemented a comprehensive media strategy, prioritising awareness channels in the lead-up to the festive installation. Subsequently, we focused on a targeted digital approach to boost conversions in key postcodes within the catchment area, particularly those with a higher concentration of key mosaic profiles. The combination of a catchment-wide out-of-home takeover and dynamically targeted digital ads effectively motivated users to book the installation and adjacent restaurants, enhancing the shopping centre’s appeal as a full-day festive destination.

Further case studies available on request

Results

20%
Increase in footfall YoY
Footfall increase was
19x
the industry average
45%
Increase in website traffic YoY
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Head Office
Media House
112b High Street
Maldon
Essex
CM9 5ET