Marketing Guide 1st April 2015-31st March 2016

Key results

Jan to end of March 2015:

• Sales up +4.27% year-on-year

• Footfall (trading hours) up +2.86% year-on-year

Events:

Snowball (new event)

• Sales up +24% year-on-year

• Footfall (trading hours) up +58% year-on-year

Waterside Market - March

• Sales up +24% year-on-year

• Footfall (trading hours) up +39% year-on-year

SUMMARY

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

2014 saw some fantastic results from our on-going marketing activity. With a targeted approach we reached the right people, in the right places with the right message.

Our event driven strategy has delivered more footfall and sales with pillar events drawing in large crowds and boosting the brand awareness and popularity of the centre.

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.

PRIME LOCATIONAdditionally it has been shown that the waterside location, proximity and association with MediaCityUK Manchester and The Lowry Theatre, plus other local partners, adds to the appeal and perception of Lowry Outlet as a wider destination.

Key Objectives

• Retain local customers and increase frequency of visits

• Encourage the secondary and outer catchments to visit

• Increase dwell-time

• Increase event footfall and spend

• Drive non-event footfall

We will:

• Continue with a targeted events strategy to capture the wider catchment and quality audience

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

• Further refresh the creative look to deliver the full Centre proposition; ‘Manchester’s waterside outlet’ – outlet shopping, restaurants and a cinema

• Generate increased visitors from the primary catchment through the all-encompassing offer

THE YEAR AHEADResearch tells us that this mixed offering of shopping, dining and leisure has a much higher appeal to the customer, giving people more reasons to visit. Since 2014 we have seen better traction, with quality family events proving a success as part of our event-led strategy. As a result, going into 2015/16 we are working towards the creation of events that have family content and a tangible connection to one of our retail categories, ensuring that the success of the events are capitalised upon to increase conversion. We have found that more people are likely to re-visit the Centre once they have attended one of our events.

Lowry Outlet currently offers 59 stores, 16 restaurants, bars and cafés, Virgin Active, and a seven-screen VUE cinema.

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

THE CENTRE

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

Please discuss with Sophie Baxter on0161 848 1832 or sbaxter@peel.co.uk

GET INVOLVED

MAKE A DAY OF IT WITHFREE princess makeovers

PLUS photos with princesses*

and Disney’s real glass slipperFREE craftactivities

WATERSIDE

MARKETSAT 14TH - SUN15TH MAR

FOOD AND CRAFT

For more details, visit the Information Desk on the Ground Floor

Disney's Cinderella is showing at Vue from 27th March 2015. *Subject to availability.

helter skelter

EASTER WEEKENDFRI 3RD - Mon 6th April

WATERSIDEMARKET

&sweets

TREATS

For more details, visit the Information Desk on the Ground Floor

Entry fee applies to the Helter Skelter

SHOW S f r o m 1 1 . 3 0 a m - 5 p m

FREE FAMILY shows& ACTIVITIES

A fresh and contemporary typographic style is applied to all event advertising – each year modernised and refreshed to remain on-brand and eye-catching. It delivers unique, contemporary, ownable and recognised Lowry Outlet branding.

Every execution is distinctive and tailored to suit the theme of each event and will be run out across various channels to raise awareness.

Pillar events 2015:

• Chocomania (NEW)

• Food Festival

• Fairy Tale Christmas Market (NEW)

We also host a range of events throughout the year from Half Term to Christmas.

Effective media

We will 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, increase reach and reduce wastage. Channels maximise the opportunities to see, hear (and interact) with the brand. All our pillar events are advertised on radio, outdoor, DM, press and targeted online, with smaller events all receiving radio, press and online exposure.

POWERFUL DIGITAL• Database growth to over 23,000 contacts. A 36% annual growth

• Increased CRM engagement up to 38%

• 70% have opened at least one email

• Average opening rates up to 23.1%

• Average click rates 3.1% above industry average

From this we learnt that our database is active and we aim to continue increasing the numbers, encouraging spend and advocacy this way.

In 2015 we are strengthening our online initiatives, as the channels available allow greater targeting, tracking and responsiveness and can ensure our messages reach the right people to engage with.

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 are launching a new and comprehensive website, it delivers a reactive interface depending on the device content is viewed on, to improve

user experience. The site has a 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 the CRM database

• Increase consumer engagement across in centre digital communications

Contact Sophie Baxter, on 0161 848 1832 or sbaxter@peel.co.uk

Lowry Outlet MediaCityUK Manchester M50 3AH

For marketing enquiries contact Sophie Baxter

Tel: 0161 848 1832 Email: sbaxter@peel.co.uklowryoutlet.co.uk

Gok Wan Paul Hollywood Katy Ashworth Mr Bloom

FOOD FEST VAL 2015

WATERSIDE MARKETGOURMET FOOD•DRINK

FRI 3RD - Mon 6th April EASTER WEEKEND

FRIDAY 13TH - SUNDAY 15th NOVember

Fairy TaleCHRISTMAS MARKET

EVERY MONTH MARCH - NOVEMBER

JOIN OUR EVENTS Events are a fantastic promotional opportunity for your store.

March14th-15th Waterside Market

April3rd-6th Chocomania

May2nd-4th Food Festival

June13th-14th Waterside Market

July11th-12th Waterside Market 24th-26th Triathlon

August15th-16th Waterside Market

September12th-13th Waterside Market

October10th-11th Waterside Market 28th-30th Half Term Halloween Activity

November13th-15th Fairy Tale Christmas Market

December5th-6th Christmas Event

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.