43 COMMERCIALISATION The addition of the quirky


footwear brand during some of Livingston Designer Outlet’s busiest months helped to enhance the already strong fashion offering and draw in shoppers from up to a 90-minute catchment area and beyond. WedgeWelly2U sat alongside high street and designer brands including Fred Perry, Phase Eight, Ted Baker, Karen Millen and Daniel Footwear, which offer year- round savings of up to 60 per cent throughout the year at McArthurGlen’s Livingston Designer Outlet. Last winter, McArthurGlen


reported sales and footfall increases of +11.6 and +11.1 per cent respectively from 7 November to 31 December 2011 across its seven-centre UK portfolio. Such positive uplifts have cemented McArthurGlen as a firm destination for fashion. Following the success of this


first project at McArthurGlen’s Livingston Designer Outlet, WedgeWelly2U is hoping to return for the autumn/winter 2012 season with a broader product offering. Karen Stewart, centre manager at McArthurGlen’s Livingston Designer Outlet, adds: “WedgeWelly2U is a perfect fit with the centre. With new store openings, such as French Connection and LK Bennett last month, and a £1m makeover of our food court near completion, we are continually enhancing the shopper experience to help further increase dwell time and footfall. This will create an even greater demand for brands like WedgeWelly2U at McArthurGlen’s Livingston Designer Outlet.”


Although overall business levels are reduced due to an earlier Easter, there is a significant increase in the number of brand roadshows booking and in long term retail activity when compared to the same period in 2011.


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The Vitality Index* March 2012 4%


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* Benchmarked for confidentiality, The Vitality Index reflects the level of bookings for short term promotional space in shopping centres across the UK from advertsier, promotors, and retailers.


0845 2418215 www.spaceandpeople.com


Top 5 Recent Brand Experiences Tate & Lyle Sugars – promoting their new product ‘50% less calorie’ sugar, Tate & Lyle Sugars toured multiple shopping centres throughout the UK, including the Whitgift in Croydon, distributing samples of brownies made with the new product.


Santander 123 Current Account Roadshow – visited 12 cities over six days to engage customers as well as Santander staff with its latest current account. Two branded buses and six installations toured the country, visiting city centres, train stations and shopping centres.


Nestlé’s ‘Battle of the Breakfasts’ campaign – to tie in with the advertising campaign educating the public about the different nutrition values of a variety of breakfast options, Nestlé had brand ambassadors handing out samples of Nestlé cereals Honey Cheerios, Shredded Wheat and Raisin Oats & More.


Quotemehappy Happy Hit Squad – carried out a range of good deeds in the capital including helping to clean up the streets of London, welcoming people off the London Eye and starting a conga outside St Paul’s Cathedral. They also visited Bluewater shopping centre, where they carried out a number of good deeds tied in with Mother’s Day and helped TV chef James Martin by cleaning his car.


Oreo’s Dunk 4 Fun – Has been touring the country, including Sheffield’s Meadowhall, with a Connect Four inspired activity, where shoppers can compete against each other in a giant Oreo Dunk 4 Fun game. Visitors to the stand


have also had the opportunity to try samples of Oreo biscuits and milkshake.


With Our


Commercialisation Solutions


For Retail:


Retail Profile T 0844 770 2352 E info@retailprofile.com W www.retailprofile.com


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