Mall income and marketing specialist, Shoppertainment Management, is now managing commercialisation at The Broadway Shopping Centre, Bradford, owned by Westfield and Meyer Bergman.
Located in the heart of the city, the centre reopened in November 2015 after a £260m redevelopment and was the largest retail scheme to open in the UK in 2015. On the first four days of opening, the 570,000 sq. ft. centre welcomed a 250k footfall showing off its impressive mix of stores to shoppers.
Already offering over 70 shops and eateries, Shoppertainment will bring upmarket kiosks and independent retailers that will complement the existing offer as well as exciting experiential promotions that will captivate shoppers and visitors to the city.
Clare Andrew, Managing Director at Shoppertainment comments: “We are enjoying working with this vibrant new retail centre and the team in Bradford. We take a strategic approach to commercialisation at our centres, looking at not only increasing income but also creating the best overall shopping experience.”
Ian Ward, General Manager at The Broadway, added: “The Broadway offers a shopping and leisure experience unlike anything Bradford has ever seen before. We look forward to working with Shoppertainment to further enhance this, ensuring we consistently excite and delight shoppers from Bradford and beyond.”
In London’s East End, the Shoppertainment team generated the highest footfall at the Stratford centre since the Olympics with a recent promotion themed around Alice in Wonderland’s Through the Looking Glass. The family event at Stratford Centre saw footfall rise by 30% YOY with over 103,300 visitors on the Saturday.
Families enjoyed the crazy tea party complete with giant cake and tea, hedgehog croquet with the Queen of Hearts or had their photograph taken in a photo booth with Alice herself.
Stephanie Potter, Marketing Director at Shoppertainment added: “Interactive and engaging activations such as the Alice event are the perfect way to boost footfall and dwell time. The social media competition which ran alongside this activation was key to the success and engaged with the wider catchment of Stratford. Our Alice in Wonderland event reached 62,989 people with 1,292 responses on Facebook.”
