Modern Retail caught up with the Trafford Centre’s Head of Marketing Gemma Ward, to hear her thoughts on how to go about attracting footfall to retail destinations…
What is your career background?
I started my career working for IBM managing their internal events, based in London. I moved to Manchester in 2004, joining Shoppertainment Limited as an account manager in client services, delivering a full marketing services across their shopping centre portfolio. In 2006 I moved to Dubai, landing a marketing manager role for Hotbrands International who managed F&B brands located in shopping malls across the Middle East, India and South Africa. I then moved into a marketing role at Nakheel, a prestigious developer in the UAE. This was an events and marketing role for an owner managed shopping mall called Ibn Battuta Mall – the largest one level themed shopping centre in the world. Repatriated back to the UK, I returned to Shoppertainment as an Associate Director, leading their business development and supporting the expansion of their client shopping centre portfolio. I joined the Trafford Centre in February 2023.
What has been the biggest event you have commissioned? How many people attended?
We welcomed Cirque Du Soleil as part of our outdoor commercialisation strategy at Ibn Battuta Mall, Dubai. The tent had a capacity of around 3,000 people per show and was at the centre for around one month.
Now you are Head of Marketing at the Trafford Centre, what is your plan to increase and maintain shoppers?
As a world-renowned retail and leisure destination, at the Trafford Centre we want our visitors to ‘escape the ordinary’ – our vision is for the centre to be a place of wonder and the ultimate playground for customers, retailers and brands. We’re always thinking ahead, looking at new reasons for our guests to visit, and hosting extraordinary events is a key part of that.
Have events become more or less important for retail destinations?
Events are part of the fabric of the Trafford Centre and have been since the centre opened over 25 years ago in 1998. The centre has held some huge events over the years including Christmas lights switch ons, Christmas Parades, fireworks, character appearances, dance shows, Student Nights and so much more. Events are hugely important to retail destinations, as a way to drive footfall and ultimately increase sales for our retailers.
What events have worked well for you since taking the reins at the Trafford Centre?
We’ve held multiple events throughout 2023, including a Beauty Weekend for our ‘It’s All About You’ campaign, a brand-new Roller Rink disco in The Orient in summer, Student Night, and of course our outdoor events ‘Summer Daze’ and ‘Spookfest’ – which continue to be really popular with families.
This year’s standout event has to be our 25th birthday celebration, headlined by 90s pop icons B*Witched – who also formed in 1998. Our ‘Endless Fashion’ event was a huge celebration, bringing together music, dance, fashion and popular culture in our Orient food court to an audience of over 7,000. We worked closely with our events partners The Chameleon Agency. Joe Gilliver and the team brought together a superb event.
What events have you planned for Christmas 2023 at the Trafford Centre?
Christmas is a truly magical time at the Trafford Centre, and it’s all about giving families that full day out experience, which might include shopping for gifts, enjoying a meal together and taking a trip to see Santa. We’ve already opened the doors to Santa’s Grotto, an immersive and very traditional experience for all the family. Our outdoor Tinsel Town event has returned, including a huge ice rink, big wheel, fairground rides, festive food and Gandeys Snowstorm Northern Lights show in a heated big top. Throughout the festive period, we’ll also have live music across the malls, including carol singers and brass bands, so guests can soak up the wonderful Christmas atmosphere whilst they shop.
Would you recommend retailers and shopping centres to host events and if so, why?
Absolutely, events and experiences not only enhance the customer’s visit but drive footfall and boost sales from a highly engaged audience. More importantly, they offer an opportunity that cannot be replicated online. Events are a way of bringing people together and building a community – creating memorable experiences is really important to build visitor loyalty and ensure repeat visitation. However, it’s crucial for retailers and shopping centres to carefully plan and execute these events to ensure they align with their brand messaging and target audiences. Effective marketing campaigns and communications strategies are then key to maximise the benefits of hosting events.
What are you looking forward to for 2024 in the Trafford Centres event schedule?
We’re always thinking outside the box at Trafford Centre, and 2024 will be no different. Watch this space!
Rob Gamage is Managing Editor of Modern Retail. Combining many years of experience in publishing with a keen interest in small business and entrepreneurship, Rob is passionate about sharing interesting and inspiring content with retailers to help them grow.
