A Marketing Solution, the Furlong Shopping Centre Hampshire Snowglobe
“Let the snowflakes fall to increase footfall”
The Furlong Shopping Centre in Ringwood, Hampshire, hired us to run a Snowglobe Experience in December 2015. The aim of the two-day event was to maintain the momentum of increased footfall, strengthen social media engagement, and reward customer loyalty. The success of the event resulted in significant increases in footfall, and a viral effect on social media, whilst also putting the shopping centre firmly ‘on the map’ and significantly enhancing brand presence.
The Challenge & Opportunity
Shopping Centre groups are constantly striving to identify ways to either increase or maintain a momentum of footfall to improve exposure and sales for tenants, and overall satisfaction of both tenants and customers.
The Furlong Shopping Centre in Hampshire also wanted to increase dwell time and keep physical stores front of mind, whilst ‘giving back’ to its loyal customers over the peak Christmas trading period.
The key objectives of the two-day event chosen by The Furlong were to:
- Attract visitors and keep up with the momentum of increased footfall
- Increase sales and overall satisfaction of tenants and customers
- Put the Centre ‘on the map’ to enhance brand presence
- Keep physical stores front of mind
- Give back to customers supporting the Centre throughout the year
Snowglobe Experience delivered a superb two-day festive Snow Globe experience that significantly enhanced customer engagement, both physical and virtual, whilst at the same time increasing footfall to retailers at The Furlong Shopping Centre.
Our solution was chosen by The Furlong on the strength of the quality of the product itself, and its ability to have a viral effect on social media, thus enhancing brand presence post-event. The proven expertise of Photo Opportunities and flexible approach to customer service also played a significant part in the success of the event.
As explained by Charlie Reed, Centre Marketing Manager: “I chose Snowglobe Experience after receiving their e-shot which sparked the idea. Mark and the team were really helpful and surprisingly flexible. They reassured us every step of the way that the event would go smoothly – and it did!”
The event saw fantastic footfall uplifts (measured by Experian footfall counters at exits) on both event days, as well as excellent social media reach:
– Saturday 5th December: 9.1% y-o-y increase
– Sunday 6th December: 20% y-o-y increase
– Facebook – over 100 extra page likes. Total photo album engagement of 5.1K (Saturday) and 6.5K (Sunday).
Shopping Centre tenants were very pleased with the outcome, with one manager commenting: “What an incredible event the Furlong had this weekend. I do believe it helped with our sales.”
Shopping Centre customers young and old greatly enjoyed the experience of having and subsequently receiving free professional photographs taken inside the Snow Globe during the peak Christmas trading period.
Advertising the event via Social Media channels in advance ensured maximum engagement and the desired viral effect.
This has resulted in strengthening brand loyalty and presence, with The Furlong now firmly ‘on the map’.
“Fantastic fun (even when raining outside). I loved the fact it was free, no tacky gifts, no pressure to buy a photo, as that too is free. Brilliant. Well done The Furlong.”
To speak to someone about your inflatable snowglobe hire needs, click here or call us on 0333 456 7899.