With the increase of competition between local community shopping centres, new and innovative campaigns are a great way to increase retail sales. Our client Knight Frank, the property managers for The Avenues and Parkside Plaza shopping centres, that are both anchored by Woolworths, were looking to combat the store opening of Coles at a nearby centre.
We established a campaign to drive sales at both The Avenue’s and Parkside Plaza. Customers weren’t required to change their shopping habits but were encouraged to continue their daily or weekly shops at the centre and be rewarded. During the promotional period, shoppers won weekly fuel vouchers totalling over $5,000 and also went into the draw to win a $5,000 holiday to New York. The campaign was a huge success and also increased the number of visitors to the centre.