The Orchard Shopping Centre already had very good consumer engagement via its social media channels. However, the management team were keen for Destination to look at new and innovative ways to get its retailers more involved with the surrounding community. They wanted to use the same digital channels, more specifically social media, to transport the centre outside of the regular opening times and become a part of Taunton’s vibrant society. This would, in turn, help build relationships between retailers and their customers. They wanted to boost interest for their stores, increase footfall and therefore improve sales.
Destination proposed the idea of running a social media competition programme. By collaborating with both the Orchard Shopping Centre’s retailers and some of its key local partners, we were able to branch the centre's appeal out further than simply the visitors. We actively encouraged the surrounding public to contribute, connecting competition with the community. This was thoroughly piloted before becoming more formalised when the contract was renewed again in July.
In less than two months we reported a 157.5% increase in Facebook Page Likes. This new approach helped to bring the retailers, customers and the Centre Management Team closer together. It created clear relationships between each party, in regards to the centres marketing & promotion and overall customer appeal, crucially raising profit margins.