Henderson Global Investors (HGI)

Providing consultancy and best practice advice

Driving value of a number of MacArthurGlen assets across continental Europe

The Challenge

Evaluate, measure and identify success

Henderson Global Investors (HGI) sought to evaluate, measure and determine cost effectiveness for the consumer communications programme delivered by McArthurGlen. This stretched across a number of outlet centres in Continental Europe; Castel Romano, Barberino, Serravalle and Designer Outlet Berlin. The fund responsible for these outlet centres was keen to identify cost efficiencies, sharp delivery and maximise ROMI (return on marketing investment).

The Solution

Quarterly marketing performance and activation review

BWP provided consultancy services including marketing audits, best practice implementation and onsite team collaboration. We worked together with HGI and MGE to set measurable objectives and KPIs. This allowed us to evaluate and measure the marketing activity against key KPIs.

BWP also worked with the incumbent on-site marketing teams to review marketing activity and performance to ensure that activity meets HGI’s aspirations.

As part of the overall audit BWP challenged the existing methodology and cultivated ‘fresh thinking’ surrounding the:

  • marketing and media strategy,
  • marketing schedules,
  • creative development, and
  • evaluation processes

We reviewed the activity together with the marketing teams through process evaluation and refined the marketing processes, which yielded strong commercial returns.

The Impact

Significant cost efficiencies

Through improved customer insight and understanding significant cost efficiencies across all outlets were achieved, increasing net operating profits across all centres.

“BWP Group’s creative approach to addressing and understanding the issues of the schemes, and managing local teams to deliver the right strategy while developing relationships with the retailers on site, has had a marked impact on the performance of the assets.”

-David Williams, Fund Manager, HGI
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