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Shopping Centre, Northern Ireland Debenhams Spring Summer at Foyleside

The Background

Foyleside Shopping Centre in Derry is the primary retail destination for the city and has a loyal shopper base who mainly live within a 20 minute drive-time and visit the centre on average of twice a week. Darius had been used to build and segment the centre’s shopper database which enabled the centre’s marketing team to match shopper needs with specific retailer products, encouraging them to spend versus browse during their visit to the centre.

The Challenge

Increase sales of ladies wear fashion through deeper shopper insight.

Debenhams was launching its Spring-Summer collection at Foyleside Shopping Centre and wanted to gain meaningful insight into the new seasonal trends that their customers preferred in order to increase sales of ladies fashion, and to build on their existing shopper database.

The Solution

Darius was deployed to create and send targeted email to relevant shoppers on the Foyleside Shopping Centre database. The email linked through to a shopper insight survey also created in Darius. This survey asked six questions that together helped us profile shoppers against Debenhams’ seasonal lines and encourage them to visit the store. Shoppers who engaged were entered into a prize draw with the chance to win a seasonal outfit to the value of £100.

Outcomes

 

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