Marketing shopping centres:
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A key feature of leisure and tourism in the UK is the contribution made by trips made for the purpose of shopping. It is by far the main reason for domestic day trips and an important element of the staying visitor economy. Currently one third of tourism spending is on retail items and unsurprisingly many high street, out-of-town and designer outlet shopping centres have developed marketing strategies to attract high spending tourists.
People on holiday are less likely to shop online so their relative importance is increasing. This 'tourist' contribution to till receipts remains below the radar for many centres and is yet to be highlighted by industry bodies or consultants such as Mary Portas. With domestic retail spends flatlining, it is more critical than ever that shopping centre marketers acknowledge and aggressively target this audience.
People on holiday are less likely to shop online so their relative importance is increasing. This 'tourist' contribution to till receipts remains below the radar for many centres and is yet to be highlighted by industry bodies or consultants such as Mary Portas. With domestic retail spends flatlining, it is more critical than ever that shopping centre marketers acknowledge and aggressively target this audience.
Top ten must-do's when marketing shopping centres:
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Ten top tips for attracting more customers to shopping centres:
If you would like further advice and support for attracting more visitors, please contact: info@leisuredoctor.com |
*Destination Management Organisation (local tourist board)
**Return on investment