Meadowhall is celebrating its most successful Eid al-Fitr marketing campaign to date, with sales and footfall during the Eid weekend up by 8% and 4.9% respectively, the former the strongest year-on-year growth of 2018.
During the Eid weekend, a number of Meadowhall’s fashion retailers experienced sales increases in excess of 25% as people bought Eidee gifts for loved ones to celebrate the end of Ramadan. Flannels, Diesel, Tessuti, Hugo Boss, Brother2Brother, River Island and House of Fraser were all particularly strong performers during the Eid celebrations at Meadowhall.
The out-performance was driven by a combination of extensive collaboration with retailers, increased marketing investment, and the positive impact of Meadowhall’s £60 million transformation, which has created a lighter and brighter centre with an even more compelling line-up of brands. Triggered by the refurbishment, almost 80 retailers spent more than £46 million to create new or upsized stores at Meadowhall, with 28 new additions alone totalling over 80,000 sq ft of space.
Meadowhall’s Eid celebrations ran over three days as part of British Land’s strategy of delivering tailored events to attract visitors from across the region. A number of brands launched bespoke products for Eid, such as Godiva with its advent calendar for Ramadan and Hotel Chocolat offering Eid Mubarak gift sets. In addition, a range of experiences were provided in the malls, from henna artists to a series of hidden envelopes containing gift cards to be found by the public as ‘random acts of kindness’.
Meadowhall also welcomed travel, halal-friendly food and lifestyle blogger, Asma Younus (jetsetchick.com), to enjoy a day shopping and dining. Asma shared her experience on social media throughout the day, with the social media activity reaching more than 31,000 people, creating significant engagement across Instagram, Twitter and Facebook.
Commenting on the news, Jonathan Brookes, senior asset manager at British Land, said: “Our Eid campaign has been a great success, achieved by working closely with our retailers and the creation of innovative in-mall experiences to complement the quality and appeal of Meadowhall’s retail line-up. The result is significant increases in sales and footfall, with the great levels of customer engagement highlighting that Meadowhall is a place people enjoy and want to spend time.
“The Eid activity is the latest in a series of experiential and marketing initiatives created to help drive performance at Meadowhall, and we will continue to build on the programme throughout the rest of 2018 and beyond.”
Other very successful events at Meadowhall in the last 12 months include Ladies’ Night and Student Night, which delivered 49% and 16% increases in sales respectively versus the same events in 2016. As well as driving performance, the events enhanced the visitor experience, providing additional reasons to visit Meadowhall or extend a trip.