let us entice more than just your palate

1. fixing london’s first outlet centre - and delivering +97% sales growth

A difficult and misaligned launch had left London Designer Outlet (LDO) facing numerous challenges: only 65% let and with a brand line-up which fell short, could the business be turned around and a brand created offering long term value to visitors, owners and staff alike? 

• Researched & developed new brand positioning, communications and marketing strategy

• Reinvigorated and measured service levels and guest services strategy

• Saved 12% from marketing budget whilst improving all marketing metrics

• Enhanced web, social & digital marketing, achieving greater reach & engagement at lower cost within repositioned media planning & buying

• Void rate reduced to just 3%

• Sales growth every quarter despite UK downturn, with sales doubled in five years

2. revitalising strutt & parker’s B2B businesses - win rates +20%

Strutt & Parker (S&P), part of BNP Paribas Real Estate, was a ‘top five’ agency looking after clients’ Farms and Estates. It was losing to more aggressive competitors who were leading the sector into a price-led race to the bottom, which was unsustainable. How could S&P improve its win and retention rate?

• Comprehensive research showed dissonance between S&P’s offer and client needs

• S&P under-sold core benefits as ‘business as usual’ when they were often key differentiators

• Introduced a well-resourced in-house design studio, saving costs and improving delivery

• A programme was developed to target multi-generationally; the future as well as the present

• Pitch process was improved with focus on bespoke added-value opportunities

• Win / retention rate improved by +20%
  

3. Making Brent Cross great again (sorry, Donald, we thought of it first)

The UK’s first covered shopping centre, Brent Cross had fallen on tricky times. Owned in part by a large property fund with the need to deliver high yields, there had been a focus on short-term returns at the expense of the tenant line-up and longer-term health of the scheme. Key lettings to high-paying but off-brand facias delivered short-term rent but against dwindling footfall. How best to meet the conflicting needs of asset delivery, yields, customer expectation and long-term viability?

• Developed comprehensive customer insight programme & perception mapping

• This helped leasing teams best align to customer needs, replacing facias for long-term growth

• Resultant brand positioning & marketing review delivered incremental sales of £50m pa

• Won 23 marketing awards in UK, Europe, US

• Increased shoppers’ YOY spend by 7.5%

• Achieved highest Zone A rents for any full-price shopping centre in the UK

4. a MONEY-SPINNING song and dance for The Prince’s Trust

The Prince’s Trust - now The King’s Trust - is His Majesty’s leading charity, its £100m each year helping young disadvantaged people. It had created an asset with London’s Capital FM – an annual one-day gig in London’s Hyde Park for 100,000 people, with all profits to the charity. But would it sell and how could the charity make the numbers work better?

• Developed marketing & communications package to drive awareness & ticket sales

• Helped deliver UK TV broadcast rights via Channel 4 and, later, Channel 5

• Negotiated pouring rights deal with Coca Cola

• £3m of PR coverage via Channel 4, Hello!, Capital FM

• £1m of net income delivered for The Prince’s Trust in year one, £2.5m pa in later years

• In the first year, tickets sold out in two days; by year three in two hours