Marketing Guide 1st April 2015-31st March 2016

Find out more about how our marketing could work for you.

In the last year some exciting new names joined us here at Gloucester Quays, including:

The Gloucester Quays leisure quarter is now well-established and proving extremely popular, not only becoming a destination of choice for leisure but increasing the variety and perception of Gloucester Quays. The centre now offers customers a more exciting and dynamic ‘outlet shopping – plus destination.’

• Convert traffic from visitors to spenders

• Increase dwell-time

• Retain the local catchment and increase frequency of visit

• Encourage the outer catchment

• Maintain visitor numbers to pillar events and convert visitors into regular shoppers

• Implement tactical seasonal initiatives with local partners throughout the year to increase conversion

• Improve CACI rating

2014 saw some fantastic results from our on-going marketing activity and initiatives. With a targeted approach we communicated to the right people, in the right place, with the right message.

Our event-driven strategy has delivered even more footfall and sales than previous years with some huge successes such as the Victorian Christmas Market that drew 230,000 visitors. Non-event footfall also increased throughout the year with our new brand campaign that combined the core outlet shopping message with ever improving lifestyle and leisure elements.

However, it’s not time to rest on our laurels. The current economic climate and competitive environment means we have to work even harder to deliver the numbers for the next fiscal year.

Gloucester Quays currently offers 50 stores, 12 restaurants, bars and cafés, The Gym, and a 10-screen Cineworld cinema.

This brochure gives a top-line view of our plan for the year. We look forward to working together to create even greater success in 2015/2016.

Key results Our marketing strategy has proved hugely successful and delivered great results for the year as a whole:

• Footfall up +70% year-on-year

• Sales up +26.7% year-on-year

• Database up by 10%

A YEAR OF SUCCESS! MORE TOP BRANDS

THE LEISURE QUARTER

PLANS FOR 2015/16

Alice inWonderland

Maze

EASTER WEEKEND 3RD - 6TH APRIL

ARTISAN MARKET

OVER STALLS100

SPRING Fest

Camping and outdoor accessories

For more information, visit the Customer Services Desk

Entry fee applies to the Alice in Wonderland maze

In partnership with

Clim

bing

wal

l

GLOUCESTERQUAYS.CO.UK

GRAB DEMO TICKETS ONLINE TODAYOR VISIT THE CUSTOMER SERVICES DESK FOR MORE INFORMATION

Paul Hollywood

FRIDAY 17th - Sunday 19th JULY 2015

CELEBRITY DEMOS

FOOD AND DRINK

Katy Ashworth (as seen on CBeebies)

Mr Bloom (Ben Faulks)

*All seats must be reserved in advance. Costs apply for Paul Hollywood demo tickets.

Up to 70% off outlet shopping

gloucesterquays.co.uk

Fashion, fun & Fridays

Fashion, food & f ilm

Up to 70% off outlet shopping

gloucesterquays.co.uk

Our database has seen YOY annual growth of 10% to 26,500 contacts. Our total database increased to over 31,000 including postal only addresses. Plus:

• Increased engagement up to 32%

• 73% have opened at least one email

• Average opening rates up to 21.9% (industry average 18% for retail and 14% for events)

• Average clicks rates 2.9% in line with industry average for retail

By giving us exclusive offers you can not only create awareness of your brand but drive footfall and spend amongst loyal and valuable group of customers.

Plus we’re looking for a series of rewards to generate loyalty. Please liaise with Steve Gribble on 01452 338 911, or Kyla Hyett on 01452 338 928 to discuss these opportunities.

Our key ACORN audience groups have been identified by CACI as Affluent Achievers and Comfortable Communities. There are high numbers of these within our 60-minute drive time.

We plan to capitalise on the positive results of 2014 and continue with our relevant and targeted strategy, to deliver clarity of positioning and penetration through outlet shopping, leisure and event messaging amongst the key ACORN customer groups.

DIGITAL MARKETINGIn 2015 we are strengthening our online initiatives, as the channels available allow great targeting, tracking and responsiveness to ensure our messages reach the right people.

It brings you the chance to deliver offers and incentives to the database, on the website and through our social channels. Everyone on our database is a highly engaged shopper, who receives regular personalised emails from us.

This year we have launched a new and comprehensive website, it delivers a reactive interface depending the device content is viewed on to increase user experience. The site content has a more lifestyle driven focus with more elements to engage with.

As part of our overall marketing communications, our digital programme aims to:

• Increase visits from those already engaged

• Increase their spend

• Encourage advocacy

• Increase website traffic, fans on social media and numbers on the CRM database

• Increase consumer engagement across in-centre digital communications

Our key objective is to communicate our now all-encompassing ‘destination’ offering to our identified ACORN audiences throughout the year, in a way they will love and react to! This year we are building on the success of the centre and will be taking to market a stronger, more confident brand message as well as on-going event marketing.

We do this through a mix of touch points:

• TV • Radio

• Outdoor • Posters

• Online • CRM

• Direct mail

All media has been selected to ensure we deliver to a wide catchment. Channels increase reach with opportunities to see, hear (and interact) with the brand, while at the same time reducing wastage. Events receive full coverage with all our pillar events advertised on radio, outdoor, DM, press and targeted online, with smaller events all receiving radio, press and online exposure.

Fashion, food and filmThe blend of outlet shopping with the now enhanced leisure offering gives us greater multi-messaging opportunities. It is this enticing combination that now gives Gloucester Quays a genuine and powerful USP.

Our ‘Fashion, Food & Film’ campaign captures this in a simple but effective way, with editorial fashion photography shot in and around the location/centre – we deliver the proposition with confidence and style and it allows us to focus on different product categories, fashion trends, restaurant genres and the cinema with equal balance.

Event MarketingA fresh and contemporary typographic style is applied to all event advertising – each year modernised and refreshed to remain on-brand and eye-catching. Every execution is distinctive and tailored to suit the theme of each event and will be run out across various channels to build awareness for 2015 events.

2015 events:• Orchard Street Food and Craft Markets

• Spring Fest

• Food Festival

• Victorian Christmas Market

• Festive Fayre

ATTRACTIVE AUDIENCE EMAIL MARKETING

GET INVOLVED

ATTENTION-GRABBING CREATIVE

Contact Steve Gribble on 01452 338 911, or Kyla Hyett on 01452 338 928

Gloucester Quays Outlet

St Ann Way, Gloucester GL1 5SH

For marketing enquiries contact Hannah Herbert

Tel: 01452 338925 Email: hherbert@peel.co.uk

gloucesterquays.co.uk

FOOD FEST VAL 2015

FAYREplus our

V t r an Chr tma2015 2015

with the amazing Paul Hollywood, Mr.Bloom and Katy Ashworth

SPRING FestEASTER WEEKEND 3RD - 6TH APRIL

FRIDAY 17th - Sunday 19th JULY 2015

THURS19th SUN 22nd NOVEMBER-

Fri 11th - Sun 13th December

JOIN OUR EVENTS Events are a fantastic promotional opportunity for your store. Take your product to the customers, especially when relevant to the actual event.

March7th-8th Orchard Street Food & Craft Market

April3rd-6th Spring Fest

May2nd-3rd Orchard Street Food & Craft Market 23rd-25th Gloucester Tall Ships Festival

June6th-7th Orchard Street Food & Craft Market

July4th-5th Orchard Street Food & Craft Market 17th-19th Food Festival

August1st-2nd Orchard Street Food & Craft Market 29th-31st Festival of Rugby 2015 (Gloucester Rugby Beach 7s Festival)

September5th-6th Orchard Street Food & Craft Market 18th September-11th October Rugby World Cup Fanzone

October18th September-11th October Rugby World Cup Fanzone 3rd-4th Orchard Street Food & Craft Market 28th-30th Half Term Halloween Activity

November7th-8th Orchard Street Food & Craft Market 12th VIP Shopping Night 19th-22nd Victorian Christmas Market

December11th-13th Festive Fayre

Throughout year: movie tie-in events (e.g. Cinderella, Minions, Jurassic World, Star Wars)

Chat to our Events Assistant, Emma Jayne Seddon on 0161 629 8367 about ways to get involved.