Tenant Marketing Opportunities Pack Topshop

Transcription

1 Tenant Marketing Opportunities Pack 2015 Topshop

2 The Grosvenor Centre is a 320,000 square foot retail scheme in the heart of Northampton town centre. The centre boasts over 50 shops and eateries with an individual mix of stores and recognised high street brands, all under one roof. The Grosvenor Centre is undergoing a significant refurbishment to provide a more modern and stylish shopping environment. Primark, Next and OPEN unveiled their brand new stores in the centre in the Autumn/Winter of Sainsbury s, Boots and New Look also anchor the scheme with other noted brands including Topshop, Superdry, Apple istore, Monsoon/Accesorize, Lush and Pandora amongst others. The Grosvenor Centre Shopper Northampton s principal catchment contains 535,000 residents of which 225,000 shoppers cite Northampton as their primary non-grocery shopping destination. Northampton s shopper profile is dominated by ACORN categories of Comfortable Communities (34% of shoppers) and Affluent Achievers (22% of shoppers). 37% of Northampton shoppers are aged between (above the UK average of 18%). Average frequency of visit to the Grosvenor Centre is high at 68 visits per annum. The Grosvenor Centre currently accounts for 35% of all Northampton sales, with this expected to grow to 42% with the opening of Next and Primark.

3 Marketing Strategy The Grosvenor Centre s focus is to deliver the greatest possible opportunities for our retailers to enhance store sales and to drive footfall and market share for the centre. Our key marketing objectives for this year are: Four seasonal creative campaigns promoting the centre s new brand and retail mix to be developed between January and December Drive consumer interaction on Facebook with a minimum engagement of 400 per quarter and increase fans to 7,000 between January and December Drive consumer interaction on Twitter with a minimum of 50 interactions per quarter and increase followers to 3,000 between January and December Implement three marketing activities which demonstrate a proven uplift in sales for Grosvenor Centre retailers between January and December Provide three events/marketing activities which each deliver uplift in footfall between January and December Drive data capture to increase the database by 5,000 subscribers between January and December Increase awareness of retailers and brands and build the reputation of the Grosvenor Centre implementing targeted advertising featuring retailer logos between January and December Target the key demographics of Affluent Achievers, Comfortable Communities and Student Life, focusing on underperforming zones to the North East and West of the catchment. Increase visits and page views to the Grosvenor Centre website by 10% YoY between January and December Build awareness of the centre s sustainability activities through delivering CSR focussed initiatives with at least eight stakeholder partnerships. Monsoon Drive trade PR with a relevant award submission to raise awareness of the scheme s regeneration. Increase annual PR value in 2015, securing editorial coverage to the value of 60,000. On the following pages you will find details of our marketing plan for 2015, how you can involve your store in the activities and how your store can be supported throughout the year by the marketing team.

4 Creative & Advertising Targeted advertising will be a vital tool for the Grosvenor Centre to reach its core catchment and underperforming zones. Campaigns will focus on press, magazines, outdoor at key locations, direct mail and Facebook/Twitter advertising. A new logo and brand campaign was developed in 2014 and retailer imagery and logos will be featured throughout the campaigns to promote the retail mix available. We will be using the following advertising means to promote the centre, retail mix and events throughout the year: Press advertising advertorials featuring seasonal product imagery, fashion trends and gift inspiration for key periods. This is a great opportunity to promote your products. Please send through high resolution product imagery to the marketing team to be included. Outdoor advertising promoting the retail mix and centre messages at key trading periods. Online and social media advertising promoting seasonal campaigns, competitions and driving awareness of events. We can allocate advertising spend on these channels to support a retailer-specific campaign such as a competition or big instore event. Direct mail Door drops to homes in the core catchment and underperforming zones will be used to promote key events, new store openings and Christmas. Advertising Opportunities There are additional advertising opportunities around the centre which can be used by stores including poster sites and promotional space for key offers and in store events. Use of these sites is at the centre s discretion due to limited availability.

5 Digital Our shoppers are increasingly making use of digital, mobile technology and social media in their everyday lives. Our digital platforms offer stores a complete range of opportunities to communicate and engage with our shoppers. Social Media Website We launched a brand new responsive website in Autumn 2014, which sees over 2,000 visits a week. The website is a fantastic showcase for your offers, jobs, news and events which are added on a daily basis. Make sure you let the marketing team know details of what s going on in your store so it can be featured in these channels. Our focus for 2015 is to drive positive engagement across Facebook and Twitter as the centre s retail mix and appearance begins to evolve. Engaging content including exclusive competitions, new store announcements, fashion-led content and community activities will be key for encouraging interactions from shoppers, increasing audience reach and developing the tone of voice for the centre that reflects the overall positioning. We currently have over 4,500 Facebook fans and have a target to reach 7,000 by December On Twitter we have over 1,900 followers which we hope to increase to 3,000 by December E-Newsletters Regular e-newsletters will be sent to the Grosvenor Centre s database of over 7,000 subscribers promoting events, seasonal trends and retailer features. If you have any exciting product launches, events or fantastic offers coming up make sure you let us know in advance so we can look at including them in the next . Next

6 Events Events aim to drive sales for your stores and increase dwell time in the centre. The success of these events is greatly improved with wide retailer involvement so please get involved and support these activities as much as possible. Fashion Exchange February This will be the ultimate swap shop. Starting with a selection of clothing items donated by retailers, shoppers will be able to swap a preloved item in good condition for one in the shop or if they don t fancy anything on display exchange it for a store voucher. Local fashion students will also be on hand to customise and rejuvenate different items. Partnering with either a local or National homeless charity, we will promote their work throughout the event and at the end all of the collected clothes will be donated. Fashion stores provide any clothes/ accessories to the Exchange and discount vouchers for the course of the event in order to drive sales. You can also offer styling advice at the event or dress mannequins with POS at the event area. Food stores provide food samples and coupons to be distributed at the event. All stores this is a fantastic way to promote your recycling credentials even if it s not fashion-related. The Sole of Northampton April From just recycled materials shoppers will be asked to create a giant shoe sculpture to promote the rich shoe making heritage in Northampton and spread awareness and importance of recycling and sustainability. The Shoe Emporium July Featuring items from Northampton Museum s archive, student designs as well as speciallyselected retailer products, The Shoe Emporium will be an interactive event that aims to drive sales across the footwear category. We will also run a social media competition encouraging shoppers to design a shoe for the chance to win 100 to spend on shoes at the centre. Footwear stores: Participate in the event with shoe displays relating to items chosen from the Museum s archive. Offer exclusive discounts on shoes during the event to drive sales. Host an in-store event in conjunction with the centre event, offering style advice, fizz and other activities in the shoe department to encourage sales. Student Lock In September/October Following the outstanding sales generated at the centre s 2014 Student Lock In and with the arrival of additional student accommodation on the centre s doorstep, the event will be back bigger and better for 2015! This year the event will run for 3 hours, extending the potential to drive sales and we will also look at a Blogger s Lounge. Offer a discount, giveaways, in-store entertainment exclusively for students. Open your store after hours from 6pm to 9pm. The more stores we have open, the longer the students will stay in the centre so we would like as many stores as possible to open! To engage shoppers there will be a photo booth on the last day where they can pledge to be green! The sculpture will then be displayed in the Centre after the event. Provide recycled materials such as carrier bags, packaging and cups to be used in the art activity to promote your branding. Promote your sustainability credentials with a pop-up stand showing your products to consumers. Drive sales by offering discounts or offers to participants of the event. New Look

7 Northampton s Christmas Storybook November/December We ll work with local schools to create a Christmas story book for Northampton. Different classes will be given different themes and asked to write a festive short story. Each story will then be collated into one book and sold for a selected charity. This will tie in with an in centre storytelling grotto with interactive sessions of the book. Offer a discount that can feature at the back of the book for the Christmas period to help drive sales. #IWantOne Christmas Digital Campaign Shoppers are encouraged to tweet us or upload on Facebook pictures of products they want for Christmas while they re out shopping in the centre. Each week a shopper will be picked to win the prize they have asked for and all the items shared will be added to an album of Northampton s Christmas Wish List. Encourage shoppers to enter the competition. Provide product imagery that we can share during the campaign as inspiration for gift ideas. Sell copies of the book in store for charity. Calendar of Activity and Campaigns Month Key theme / activity What we need from you January Winter sales Details on your sales/offers Send high resolution product imagery of new sale lines February Fashion Exchange Event Event Participation March April Valentine s Day Mother s Day Easter The Sole of Northampton Send high resolution product imagery of gift ideas for men and for women Send details Send high resolution product imagery of gift ideas and details Event Participation May Spring/Summer Fashion Bank Holidays; Long weekends of shopping! Send high resolution product imagery of key fashion ranges Send high resolution product imagery of key fashion ranges, things to keep the kids entertained, offers June Father s Day Send high resolution product imagery of gift ideas and details July The Shoe Emporium Event Participation Summer Holiday Essentials Send high resolution product imagery of gift ideas and details August Back to School Send high resolution product imagery of key Back to School ranges and details September Student Lock In Event Participation Autumn Fashion Send high resolution product imagery of key fashion ranges October Halloween Send high resolution product imagery of gift ideas and details November Northampton Christmas Event Participation Storybook December Black Friday Festive Party Season Christmas Gifts #IWantOne Let us know your Black Friday weekend offers Send high resolution product imagery of key party season items including fashion, beauty and food Send high resolution product imagery of gift ideas and details Help promote the competition and send us imagery of products to use in the campaign as inspiration

8 Public Relations We will aim to deliver effective coverage of the Grosvenor Centre and our retailers in the local media. PR can help drive your store s success we can organise competitions, offers and giveaways in the local press on request to give your store extra stand-out. Make sure you let us know about any new re-fits, product launches or charity initiatives which can all make great press stories. Corporate Social Responsibility This year we will be working hard to position the Grosvenor Centre as a responsible and integral part of the community in Northampton. We will be actively working with key stakeholders in the town to enhance the profile of the centre, including the university, colleges, museum and schools around the events and campaigns planned for Retailer Communication Monthly Newsletters Every month we will provide you with a roundup of all upcoming marketing opportunities, reports on recent successes and results from previous initiatives as well as centre news around the refurbishment, new stores and charity and community initiatives. Memos Our marketing team will be in contact with you prior to all of our events and campaigns to discuss ways in which your store can get involved. Memos will be circulated to your teams as well as to store head office contacts where available. If you have access to a store address, please provide this to us to enable another option for communication. One-to-one Meetings The marketing team are available for meetings at the monthly site visits. If you need support for your store or have any updates or ideas to share then get in contact. Remember we re here to support your stores and there are lots of ways we can help. Keep us up-to-date with your latest offers, in-store events and promotions and if you have any questions, just give us a call. Tenant Login There is a dedicated Tenant Login area on the website that features key updates and information including the monthly newsletter, memos on marketing opportunities, shop fit guides, market research and key contacts. There is also a section on Staff Discounts, offering staff working within shops at the Grosvenor Centre exclusive discounts let us know if your store is able to offer a discount to be added. If your store requires new or additional log in details please contact the marketing team. Your Marketing Team Pippa Woodstock Senior Marketing Manager pippa.woodstock@eu.jll.com Tiffany Evans Marketing Executive tiffany.evans@eu.jll.com