3 May 2019

What makes a successful Summer retail campaign

At BWP we are specialists in retail, a large number of our key clients are shopping centres throughout the UK and Europe. Therefore, we like to think that we have cracked the code when it comes to designing a successful and lasting retail campaign. Summer is currently in full colourful flow, so we wanted to share a few of our top tips that we have implemented at our shopping centres to create successful summer campaigns…

1)      Awesome and engaging creative for media and on-site POS

First and foremost, it may be an obvious one, but it makes the world of difference. If someone is engaged and drawn to your creative, they are more likely to pay attention and consider your offering.

2)      Creative media targeting

Thinking outside of the box here is key. Now you have the awesome creative, how can you penetrate your target audience differently to the norm? BWP have been geo-targeting our key audiences based on their location, tracking the conversion rate of who was served the ad Vs visiting the site. This is a great way to measure success in conversion and attribute an increase in footfall to your media spend.

3)      Unique summer activations

Brave and bold summer activity on site will create stand out- the ultimate goal! Are you throwing a sand pit down like every shopping centre in the vicinity, or are you breaking the mould and keeping it fresh? This year our BWP centres have been bringing summer to life with the below, to enhance the customer experience and surprise and delight:

  • Chill Out Lounge: Where you can mingle with friends, with DJs playing
  • Style Lounge: Where TV personalities and influencers are hosting stylist sessions and talks
  • Free hair styling pop ups and crafts workshops
  • Late Night Sounds: Live music performances to promote the late summer opening hours
  • Music workshops
  • On-site farmyard

 4)      Compelling story

What is your theme for the summer?

This summer we have showcased; a green ecological theme for Docks Bruxsel, Brussels, where the centre is harnessing their green credentials and a Cool Cats Summer Hangout at The Boulevard, Northern Ireland, creating cut through with its originality.

Our centres have maintained their brand identity within an important seasonal campaign with a compelling story which will form the basis of their success. For more information on this topic view our blog: ‘How to maintain you brand identity in a seasonal campaign’.

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