Announcement, November 2020
Announcement, November 2020
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With non-essential retail in England reopening from 2nd December and also largely unaffected by tiered restrictions, we’re taking a look back at learnings from the last reopening, what has happened so far and what to expect moving forward.
Then
On 15th June, customers turned out in force as England’s retail parks, high streets and shopping centres reopened after a three-month shutdown, with footfall rising by more than a third on the previous week.
Lengthy queues of masked shoppers formed, many well before opening times, across major cities as people stepped out to bag a bargain or browse the rails for the first time since lockdown was enforced in late March.
Shopping centres implemented new safety guidelines, traffic flow systems and regular cleaning rotations to ensure the visitor experience remained safe and enjoyable.
The re-introduction of food and beverage offerings then saw a boost of an extra 20% in footfall, with total figures eventually reaching around 87% of regular levels.
Returning audience numbers were accompanied with increased spending, with figures from the centre:mk showing average transaction values being four times higher than pre-lockdown and multiple retailers across other centres quoting conversion rates as high as 80% from store visit to purchase.
Now
Despite current restrictions being in place, many retail destinations have remained open, offering access to essential stores, click and collect services and takeaways from food an beverage outlets. Data from research firm, Springboard, has shown that footfall remained much more resilient throughout the second national lockdown than the first, only dropping to -55% YOY compared to -75% in the summer.
We have also seen a “staggering’ rise in retail footfalls of +135.9% since Wales (operating under different restrictions from those in place in England) ended their 2 week lockdown.
On 15th June, customers turned out in force as England’s retail parks, high streets and shopping centres reopened after a three-month shutdown >>
Shopping centres implemented new safety guidelines, traffic flow systems and regular cleaning rotations >>
Returning audience numbers were accompanied with increased spending, with figures from the centre:mk showing average transaction values being four times higher than pre-lockdown >>
Despite current restrictions being in place, many retail destinations have remained open, offering access to essential stores, click and collect services and takeaways from food an beverage outlets >>
With minimal disruption by restrictions, regular cleaning, controlled footfall flow and longer opening hours, shopping centres and malls, once again, add another safe, clean and attractive environment into the OOH mix >>
Next
Recent studies from CACI show that over six in 10 (62%) UK shoppers plan to spend more than last year on the festive season whilst four in 10 (40%) are intentionally delaying their Christmas shopping until stores reopen in early December. This, CACI said, will result in around £3 billion of consumers’ money being held back until lockdown is lifted.
As for the centres and store offerings themselves, we’ve already seen key retailers such as Primark and M&S announce extensions to their opening hours that will allow customers to shop for longer during the festive season and cater for the much anticipated demand.
Tiered restrictions announced today (26th November) state that non-essential retail will remain open and unaffected across all levels, with the only exception seeing food & beverage offerings restricted to takeaway only in Tier 3 regions.
With minimal disruption by restrictions, regular cleaning, controlled footfall flow and longer opening hours, shopping centres and malls, once again, add another safe, clean and attractive environment into the OOH mix. This level of control over an #OOH shopping environment during the festive season creates a place where visitors and brands can interact with peace of mind.
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