64 Future of Retail


issue 01


By focusing on effectiveness of experience-led initiatives, enjoyment is becoming a valuable driver of Bluewater’s commercial success.


In addition, the research has highlighted the importance of Bluewater’s hosts and concierge staff in driving sales. Guests who interact with a member of the Bluewater team, for example, are 39% more likely to spend more than £200 than those who do not. The insight has also led to the


implementation of a number of initiatives to increase enjoyment. Host rosters have been rescheduled to ensure a more consistent level of interaction with guests at key times during the day. We have also redesigned our mall guides and directories to highlight brand names to make finding retailers and restaurants easier. In addition, our marketing and commercial partnerships teams have secured a number of bespoke experiential activities from leading brands, all of which add to a visit. Seemingly small steps perhaps, but very significant in the impact they have on guest enjoyment. By focusing on effectiveness of experience-


led initiatives, enjoyment is becoming a valuable driver of Bluewater’s commercial success. It is making a positive difference to consumer behaviour, to the benefit of our retailers and restaurants. This is reflected in Bluewater setting CACI’s industry benchmarks for consumer retail spend, catering spend, and dwell for the fourth year running. All of this takes time and effort. As an


industry, however, if we fail to evolve and to innovate, to deliver enjoyment to positively affect behaviour, we run the risk of being left behind by consumers.


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