Customer Engagement Events
CrownGate, a dual-site shopping centre in the heart of Worcester, challenged Severn to devise a series of customer events that would boost independent retail trade.
Getting the student vote-Tapping into Worcester’s 12,000+ strong student community, Severn put together a strictly students-only evening event, offering exclusive store discounts, giveaways, in-store activities, live music and entertainment. Via bold ambient media, workshops and social media, its inaugural Student Takeover generated 1,000+ pre-registrations, 3,700+ microsite views, 6,120 footfall and £16,000+ in sales within only two hours.
Raising the fashion and beauty stakes-Partnering CrownGate with Worcester Racecourse as headline sponsor of Ladies Day meant Severn could apply ‘the works’ to leverage the centre’s fashion and beauty brands. Using social media, satellite retail events and an eye-catching ambient media suite in conjunction with flagship brands House of Fraser and Boots, CrownGate Ladies’ Day – complete with fashion show and beauty demos – attracted 10.3% growth in centre footfall in the week prior to the event, 1,000 attendees and a 6% increase in sales that week.
No ‘udder’ event like it!– Using multi-channel communications – including a creative campaign featuring life-size cut-out cows dotted around Worcester, radio and ambient media – Severn drove customers into CrownGate for a Great Big Value event, where they could access in-store offers using QR codes on their phones. Footfall during the event was up 13% year-on-year; the campaign generated 308 press cuttings and an ‘opportunity to see’ of 18 million.