Visitor footfall drastically dropped after the misconception that the entire retail centre had closed.
This drop was due to the closure of a market area and a major store within the centre.
Immediate Aftermath of Market Closure
The retail centre faced one of its most challenging periods when the market in the upper mall was closed due to tenant arrears amounting to £2m. This event, combined with the previous closure of a significant store, led to substantial public confusion.
Impact on Footfall
Visitor numbers plummeted in March, creating a false impression that the entire centre was shut. The misconception led to a steep decline in the number of shoppers visiting the retail site.
Reassuring Shoppers and Recovering Footfall
The team supported five market traders in relocating within the centre to maintain variety and interest for shoppers.
Enhanced Parking Solutions
A new loyalty scheme was also launched, offering a fixed, all-day £6 tariff to incentivise more visits.
Commercial Partnerships
The partnership approach didn’t stop there; a ‘Retailer Support Fund’ was introduced to assist stores with targeted marketing strategies, further enhancing the centre’s appeal.
Management’s Role and Acknowledgement
Ashcroft mentioned, “St Johns is on track to have a brilliant year after facing one of the hardest times in our history.”
Visitor Numbers Rebound
Due to these comprehensive efforts, visitor numbers have increased by five per cent compared to the previous year. This increase translates to an additional 700,000 shoppers over the year to June 2024.
Looking Ahead
With continued focus on innovation and customer engagement, the retail centre is poised for a prosperous future.
The decisive actions by the management team have not only addressed the confusion but also significantly boosted visitor numbers.
This strategic approach has set a promising path forward for the retail centre.
