Jervis Shopping Centre is a city centre based shopping centre in Dublin with a strong youth and value-led fashion offering. As the shopping centre is located right in the heart of Dublin’s busiest shopping district, it benefits from high footfall but also faces strong competition right on its doorstep.
One of the shopping centre’s primary target shopper groups is the price conscious but fashion forward 16-24 year old market; however the centre faces strong competition to attract these shoppers to their scheme due to the volume of high profile value led fashion stores located within a five minute walk of their front door. The Spring Fashion campaign, therefore, had a core objective of targeting this demographic through digital marketing so as to generate increased sales for tenants and to enable the centre to continue to engage with these shoppers long after the fashion promotion had ended.
Darius™ was deployed to deliver a digital and on-site engagement fashion campaign which represented all the youth fashion brands trading within the centre, promoting the season’s key trends. The campaign offered multiple opportunities for the target audience to engage with the tenant brands via on-site fashion booths, competitions, blogs and online surveys and was delivered across multiple media including SMS, web, social media and email.
Participating fashion retailers averaged increased sales of +20% (sales uplift ranged from 15%-50% across the tenant portfolio).
Over 1000 new shoppers fitting the target shopper profile were added to the Darius™database, all of whom have continued to engage with tenant specific promotions since the initial campaign concluded.
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