As internet shopping becomes increasingly more popular, how can shopping destinations stay relevant and worth the trip? By adding entertainment and immersive experiences shopping becomes a day out on par with a theme park. Here we look at how and why shopping centres should schedule a diary of annual events.
How can retailers and shopping mall owners attract footfall?
Retail destinations can drive footfall up by offering a fun day out as well as the opportunity to shop, keeping the whole family happy. Places such as the Trafford Centre have led the charge for the past 25 years, offering attractions such as Legoland, Sealife Centre and of course the cinema, alongside top brand retailers such as John Lewis, Marks & Spencer and Next. By including interesting experiences beyond shopping, even the most reluctant shoppers can have a good time.
What can immersive events do for customer experience?
An immersive brand experience builds a personal relationship with customers. Co-op recently set up shop on the UK music festival scene. This has brought them to the heart of the UK public. By holding their own festival, within a festival, complete with DJs, compares, competitions and musicians playing on and inside the pop up store the energy was high and the customers were queuing out of the door. While offering festival essentials to the people, the Co-op positively engaged with their customers and potential customers in a real two-way conversation, revealing their true brand personality. With competition prizes including backstage passes, Co-op has opened up its brand to a wider audience, aged from 5 to 65.
The Barbie Movie was a stand-out marketing campaign for 2023. Despite costing $150 million the return on investment saw The Barbie Movie box office $1.4 billion as of 4 September 2023, this is Warner Bros biggest global earning. Life-size Barbie doll boxes in cinemas were a photo opportunity and social media moment no one could resist, with millions of people posing in the boxes and further sharing the news about who was going to see the movie. This immersive experience made everyone feel part of Team Barbie and plans for The Barbie Movie 2 are well underway.
How can events help brand identity?
When done right, events show that a brand cares about its customer’s needs while revealing core brand values. By putting people on the ground, engaging in a fun way, events make the brand memorable and reinforce loyalty. Bang & Olufsen create immersive experiences that enhance their luxe brand. This summer the brand held a three-day exhibition in the design city of cool Copenhagen. This was the 10th year of the 3daysofdesign event and visitors were invited into an immersive experience called Conversations in Sound. Visitors entered the exhibition via an entrance of paper raffa, a material integral to the Beosound A5 product the event celebrated. The public was invited to enter a beautifully designed space to enjoy coffee and Danish pastries and pick out vinyl. The annual event is very much in line with the brand, working in the world of high-end design and sound, while encouraging interaction with customers.
When and how often should retailers consider events? What can prompt an event?
As technology continues to accelerate to make online shopping easier, retail destinations should be holding events as often as they can to ensure their customers keep coming back. As one of the busiest shopping centres in Europe, the Trafford Centre makes the most out of the seasons and key dates. Trafford Centre’s Head of Marketing Gemma Ward commented on why, in her experience, events are so important, “We’re currently working with Joe Gilliver and the team at Chameleon to produce our 25th birthday ‘Endless Fashion’ event, featuring headline act B*Witched. It’s a huge celebration of fashion from the past four decades, incorporating music, dance, community and popular culture.
“Events are part of the fabric of the Trafford Centre, and we’ve held some massive ones over the years including Christmas lights switch-ons, Christmas Parades, fireworks, character appearances, dance shows, Student Nights and so much more. We’re passionate about putting on amazing events as we want our visitors to ‘escape the ordinary’ – we’re not just a shopping centre, but a retail and leisure destination that offers a fantastic experience on every visit. We’re always looking at new reasons for our guests to visit, and hosting extraordinary events is a key part of that.”
Events bring showbiz into shopping, they are a chance for brands to connect with their customers and attract new ones. Brands can reveal their personality and create a long-term relationship with customers while having a good time.
