Guildford Town Centre – Shop With A Good Friend

CLIENT CHALLENGE:
With no significant improvements for a long overdue renovation and intense competition, Guildford Town Centre’s dated appearance contributed to a declining centre image and corresponding market share.

COHN SOLUTION:
In an effort to redefine the centre’s brand, extensive qualitative research was conducted. Then Cohn took these valuable insights into an extensive brand review process that helped define the centre’s core distinctions—then reflect those unique traits back to the Surrey community.

REAL RESULTS:
One of the most important goals of the new campaign— infusing the dated-looking Centre with vibrancy and color and enhance the customer experience. The client’s goal was simply to maintain traffic, but Guildford Town Centre actually experienced a traffic increase of 0.7%. Within less than seven months of launch, the “Shop with a Good Friend” campaign generated 16 million gross impressions. Gift card promotions increased sales 10% over previous YTD sales. E-club had a 92.25% increase within 6 months of campaign launch. Winner of a Silver Maple Leaf award.