Landlord Land Securities has run a series of “lock-in” events targeting cash-strapped customers across the country.
The firm co-ordinated a number events at its shopping centres, providing entertainment and promotions aimed at engaging consumers who are reticent to impulse buy in the current climate.
The most successful event saw 15,000 students flocking to the St David’s centre in Cardiff for a two and a half hour lock-in. Some 80 stores opened their doors on the evening while entertainment was provided by local DJs and promotions, prize giveaways, and free food was given away.
Elsewhere, stores at Overgate in Dundee offered discounts of up to 20%, Boots in the Buchanan Galleries, Glasgow gave away free makeovers and the White Rose Centre in Leeds hosted 5,000 women for The Ultimate Girls Night In featuring live music from X Factor 2009 winner Joe McElderry.
Catherine Thomas, head of retail marketing at Land Securities, said: “We all know the economic climate is tough and shoppers are much less likely to impulse buy than in the past, so it’s important that we continuously look at different ways to engage with customers and give them compelling reasons to visit and spend in our centres.
“The consumer events we have run across the UK have been targeted at specific markets within each city and have been well received by the retailers and the shoppers.”
The Oracle in Reading has also held its first ever student-lock, this month. Retailers including Oasis, H&M, House of Fraser and Republic offered discounts of up to 30% off at the Hamerson owned centre.
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