St . George ' s freshened up its brand before reconnecting with shoppers whose habits COVID alterered .
Making assumptions about what consumers do or should know is a dangerous habit for retail marketers . The global COVID pandemic is serving as ongoing proof of that and Shoppertainment has had those fluctuating trends on its radar . When client , St . George ’ s ( Preston , UK ) was getting ready to reconnect with its customers a few months ago , the marketing agency guided it through a full rebranding exercise to highlight the center ’ s primary offerings in a new way .
“ Shoppertainment [ has ] worked with St George ’ s for a number of years and [ we ] have great understanding of the local catchment , customer profile , and the retail mix within the center . Like many other retail destinations , they can alter over time , and we have continually evolved our marketing strategy to suit . It ’ s so important that we are always one step ahead of changing consumer habits and trends that could have an impact on [ traffic ] and dwell time going forward ,” explained Gemma Ward , the agency ’ s business and marketing manager . “ As we know , Covid has had a huge impact on retail , not just with lockdown and restrictions , but the changes to shopping habits . Apart from essential retail shopping , customers had no other option but to turn to their mobile devices to get their shopping fix . Understanding these shifts in shopper habits , it was more relevant than ever to provide a fresh approach and appeal to our target shoppers .”
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