Business News ..from page 7


Christmas. From everyone at John Lewis & Partners Birmingham, Happy Christmas!” Another major retailer in Birmingham is Mailbox, who are keenly aware of the importance of Christmas trading. David Pardoe, head of retail,


marketing and tenant engagement at the Mailbox, said that for many brands, between 30 and 50 per cent of their annual sales were made during the festive season, which is why the period between October and December is often referred to as the golden quarter. He said: “At the Mailbox, we start planning for the golden quarter in February to ensure we have ample time to create show-stopping decorations, hire the right number of staff and work closely with retailers to support their seasonal plans, whether that’s by providing temporary stockroom space or promoting specific products on the Mailbox’s own communications channels. This attention to detail is one of the key reasons why our footfall doubles in December. “As the rise of online shopping


continues, creating one-of-a-kind experiences to incentivise people to shop in store has become more important than ever. “During selective weekends in


November and December, we’re bringing a festive market into the centre where guests can browse a range of decorations, wreaths and handcrafted jewellery, while enjoying a mulled wine, coffee or Pimm’s. There will also be live music to delight customers with their favourite festive songs and carols. “This focus on creating special


moments is extended to our Christmas decorations. This year, we’re installing a light curtain at the front of the Mailbox to create an eye-catching experience for our visitors to enjoy, as well as to capture and share on social media. “Alongside this, a 6.5m tree will


be installed outside Harvey Nichols on Level 2 and the trees outside the Mailbox will be illuminated.


A scene from the Selfridges film


In an unusual move, Selfridges has produced its own film for the Christmas season, which is being played on one of Britain’s largest outdoor screens in Piccadilly Circus and can also be seen on the retailer’s You Tube channel and online. The film is ‘Future Fantasy: A Christmas for


Modern Times’, and stars Swedish actress Noomi Rapace. Directed by Kanye West collaborator Nabil Elderkin, the film is about the ‘enduring Christmas message of love through the togetherness of family and friends’.


“For our younger guests, families


can see Paw Patrol favourite, Tracker, made from 26,178 Lego bricks. Retailers will also extend their shopping hours to tap into the trend for late-night and last-minute shopping, as well as hiring temporary staff. The way we support this from a centre- perspective is hiring additional guest hosts, security and cleaners to ensure customer care is maintained.” Over in Solihull is the Touchwood Shopping Centre, where the festive season is also in full swing. Tony Elvin, general manager at


Touchwood, said: “Christmas shopping is not just any shopping. It’s a magical experience. “The twinkly lights, the sparkle


of winter wonderland window displays, the chimes, bells and cheer of Christmas music, aromas


The film’s theme has been adopted by Selfridges’


stores for its window displays. Sebastian Manes, Selfridges executive buying and


merchandising director, said: “Through ‘Future Fantasy’, we want to tell a traditional story in a non- traditional, future facing-way. We are interested in reaching our customers via extraordinary physical and digital experiences and environments and across different creative mediums. I hope this story of an alternative family coming together at Christmas time engages and entertains both our current, and future, Selfridges’ customers in an unexpected way.”


of cinnamon spice, hot chestnuts, gingerbread and mulled wine. It’s an assault on the senses coupled with the anticipation of giving a special gift to loved ones. “As much as I’d like to say this


wonderful atmosphere is all created by a quick sprinkling of fairy dust straight from the North Pole, at Touchwood we actually start our Christmas preparations in January. “What went well? What could be


better? We work hard to create a truly immersive experience for our guests that offers so much more than simply ‘getting the shopping done.’ Each year we work hard to make it even better than the last.


background, behind the thousands of Christmas lights that glisten in centre‘s extensive decorations - a team of 16 work for 36 hours to install the lights onto metal hooks that weeks before were strength tested by an engineering team to ensure they are still safe. We communicate with stores across the year coordinating and refining extended opening hours and assisting new stores that work hard to open their doors in time for Christmas (this year will see Foot Locker, EE and Foneworld joining us). Let’s not also forget all of the work done in each of the individual stores and restaurants to create


‘At the Mailbox, we start planning for the golden quarter in February to ensure we have ample time to create show-stopping decorations’


Our Christmas grotto sits at the


heart of the centre, along with our iconic polar bear, Presley, both of which have become a part of Solihull family traditions. We then plan a programme of events and activities throughout the Christmas period, to enable our guests to join us in completely embracing the festive feeling. “This year, our highly-anticipated


The Mailbox 8 CHAMBERLINK December 2019/January 2020


free ‘Snow Play’ is returning, allowing children to have fun in artificial snow, and we have a programme of seasonal choir performances. “There’s also a lot of logistical work that goes on in the


their own festive retreats. “The hard work that goes into


making sure the stores have correctly anticipated this year’s must-have items, the restaurant sales teams working hard to drive bookings in when people would really rather not be thinking about Christmas just yet. “There’s an awful lot that goes


on behind the scenes to create that ‘Christmassy’ feeling we all look forward to and in such challenging times there will be a lot riding on making it a great success for retailers and hospitality professionals alike.”


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