Expertise
- Creative Design
- Research Strategy
- Film Content
Client:
Gloucester Quays
Industry
Impact
+ 22%
increase in salesA decade of continual marketing success
Gloucester Quays is a premium designer outlet and lifestyle destination located in South West England. We worked with the brand over a 10-year period.
The strategy
Despite a huge launch in 2009, Gloucester Quays was unable to achieve the forecasted visitor numbers. Our job was to understand why, identify a solution and re-launch with an ongoing marketing strategy.
The solution
After identifying the relevant customer groups appropriate to the existing offering, we developed a multi-tiered approach focussing on more tactical savings messaging for the primary catchment and an event driven strategy that would resonate with the wider audience. The events were an enormous success, garnering some incredible results. Take the FoodFestival, for example – this became the biggest event of its kind in the South West and attracted over 150,000 visitors resulting in a 15% increase in footfall and 7% increase in sales over the years.
Alongside the popular events, evolved the brand to meet the demands of an ever-changing retail landscape, never assuming that what worked one year would, necessarily, do so for the next.
The team were instrumental in evolving our creative strategy, culminating in the most recent campaign 'time well spent'. Their research based approach, understanding of our customer demographic and our strategy, resulted in the multi-channel execution of a hugely successful campaign that delivered record increase in sales and footfall.
The impact
Following on from the success of re-launch campaigns, co-creation research confirmed our core insight leading to a new validated proposition based on free time being a precious commodity and we developed the 'Time Well Spent' campaign. This was a more confident and brand driven approach, with a Christmas burst achieving a +12.5% increase in footfall against the High Street that saw a 3.5% decrease.
Increase in sales
Increase in footfall
Average event visitors
