When a designer outlet scheme needed sharper marketing performance, we got under the bonnet. Our role was to audit activity, review spend, challenge what was working, and give the team a clearer route to stronger returns, better efficiency and long-term asset value.
Challenge
The outlet wanted to make its marketing work harder commercially. The priority was to review activity across budget, strategy, KPIs, activations and agency costs, then identify where spend could be refined without losing momentum. The brief was to improve cost efficiency, maximise ROMI, strengthen decision-making and make sure marketing activity was directly supporting commercial success across the outlet portfolio.
What we did
We carried out an annual marketing budget and strategy review, supported by quarterly audits to identify best practice, cost savings and opportunities for improvement. Regular on-site meetings gave the team practical recommendations and clear strategic direction. Alongside the audit work we conducted a customer insight project, an experiential activity strategy, and a digital and social media strategy to enhance marketing effectiveness across the scheme.
The work gave the European outlet a clearer, more commercially focused marketing model. Improved customer insight helped unlock cost efficiencies across the outlet, while strategic reviews supported increased net operating profits and reduced agency costs. We also developed a cross-portfolio CMS website with social media integration, strengthening the digital foundations for future growth.