Frenchgate Shopping Centre, Doncaster, is continuing to shine following yet another shortlisting for a national award.
The centre, along with the UK’s leading mobile phone accessory company kiosk Mobilise Group, has been shortlisted for a prestigious Sceptre award in the short-term Retailer of the Year category.
The shortlisting follows Frenchgate winning a prestigious Revo Purple Apple Marketing Award last month (May) for the Rich Seam Exhibition, which saw the shopping centre working with Doncaster Metropolitan Borough Council to launch a funding bid for a mining statue for the town.
The Sceptre awards recognise the best practice and the best people in the shopping centre industry and are the pre-eminent accolades in the sector, shining the spotlight on the management teams, retailers and suppliers demonstrating real excellence.
Frenchgate and Mobilise Group have been recognised by the awards for a joint marketing and promotional campaign which saw monthly sales jump by 26.66 per cent when compared with the previous kiosk incumbent.
By commissioning independent market research – a first for this industry sector – working with the management of Frenchgate and partnering with local retailer Debenhams, the Mobilise Group was able to identify and define a core target market, with a greater drive towards young, female, fashion-orientated customers.
Mobilise Group incorporated a number of activities and assets to enhance Frenchgate’s marketing and promotional activities, beginning with a catwalk event featuring an X Factor winner, a well-known band, and Frenchgate’s preferred charity of Aurora, as well as continuing the association by sponsoring Aurora’s annual fashion event in Doncaster.
The Group also introduced a number of measures to enhance the retailer mix, including high quality products and services to the local community, such as a dedicated customer helpline, and various social media platforms, to inform and maintain contact with the customer base, alleviating pressure on the management centre.
An industry-leading designed kiosk – unique in the industry – was installed, along with branded merchandising and packaging, and Mobilise Group embarked on a programme to recycle mobile and domestic phone and laptop batteries for all Frenchgate customers.
Paddy Mellon, general manager at Frenchgate Shopping Centre, said: “This is fantastic news for the Mobilise Group as well as the Centre. Following so swiftly after our recognition in the Purple Apple Awards, this shortlisting not only demonstrates our creative approach to leasing space, but also reinforces that a visit to Frenchgate is about the overall customer and leisure experience and much more than simply shopping.”
Ajay Ahluwalia, chief operating officer, Mobilise Group, said: “As part of our commitment to our shopping centre partners and the local community, Mobilise Group undertake various marketing activities including social media, local media channels, presentations, and events across the UK.
“It has been great to be involved with the management team at Frenchgate who are so open to reaching out and engaging with customers across Doncaster with new and innovative ideas.”
The Sceptre winners will be announced at an awards dinner and ceremony in London on Thursday June 20.