BID marketing update 26th October 2016

Enhancing the user experience in retail: bringing big data to small users October 2016

Bristol is one of just seven retail centres participating in a two-year research project seeking to improve the customer experience on the high street.

Funded by Innovate UK, led by: Springboard, the retail intelligence specialists And the Institute of Place Management

Trying to understand how town centres are performing, and particularly how they are responding to challenges such as online shopping and changing consumer behaviour.

Three basic elements: monitoring changes to footfall, sales and vacancy levels in Bristol City Centre/Broadmead

What’s the ask of participating retailers? Regular provision of sales data – the percentage change week-on-week and the percentage change year-on-year. These figures will be collected from you by Springboard by email or telephone.

At no stage will you be asked for actual sales data in Pounds and Springboard guarantees that your individual data will not be shared with any other party.

The information provided will be combined with the same data from a number of other businesses in the city centre to provide a town sales change figure. This combined figure will be fed back to you and other participating businesses as well as being shared in this form with the project team.

Your participation will be entirely free of charge In return you will receive a Weekly Sales Report enabling you to compare your sales performance with the average for the town centre and with the rest of the UK

An opportunity for you to get weekly intelligence on the environment you trade in

And help inform the development of new approaches enabling retailers and other stakeholders to make more informed decisions about initiatives in town centres

Great British High Street competition Broadmead is A FINALIST in the city category! (2 other finalists are Derby & Norwich) Over 900 entries received for 14 categories Judges visit in November (1 week’s notice) (need businesses to help us impress the judges!)

Great British High Street competition We need your vote: www.thegreatbritishhighstreet.co.uk/finalist-city-location you can vote ONCE EACH DAY until 18th November We have already started to implement our social media campaign. Please tweet using: #GBHighSt, #Broadmead, #VoteBroadmead The winner … - will win a share of a prize pot worth £100k - receive expert training from Google’s digital taskforce for shops, bars and restaurants - will win a trip to Twitter UK’s London Office Finalists announced at a ceremony in London on 12th December

Student promotions Provided 2,000 BSQ branded bags for The Galleries to hand out at Freshers Fairs (UWE & Bristol university) Competition for students in New Bridewell student accommodation on Nelson St

Social media Facebook competitions (high engagement) - August: hot-air balloon flight for 2 - Specsavers: designer glasses x 4 - Christmas: Pantomime tickets and overnight hotel stay Twitter and Instagram - followers continue to increase - @bristolshopping Website busiest days to come: - Black Friday - Lights switch-on - Boxing Day The total engagement scored a phenomenal 11.74% (over 0.5% is considered good). Reaching 58,367 people, we received: 1097 likes, 18 loves, 1145 comments and 530 shares. Additionally, we gained 544 new page likes.

Consumer e-newsletter Consumer newsletter launched in June Competitions for data capture part of all summer events Requires good offers to feature each month 800 subscribers Christmas marketing campaign will boost numbers Tell us your news and subscribe!

Customer Research Survey completed (June / July 2016) 400 customers Face to face interviews in Broadmead & The Galleries Respondents were all visiting for shopping

Customer Research - topline findings - More of our shoppers are living locally - One-third of respondents from BS1, BS2, BS5 & BS6 postcodes (compared with one-fifth in 2009) - 34% walked to Broadmead (21% in 2009) The survey revealed more young people (22% were 18-24 compared with 15% in 2009) General shopping / browsing is still the main reason for visiting. Longer dwell times & visit frequency has increased

Customer Research - topline findings - The range of shops was cited as a like by two-thirds but a dislike by half Other reasons for liking Broadmead were that it had specific shops respondents were looking for, it was convenient to where they lived, easy to get to and that it had a nice / friendly atmosphere Reasons for disliking Broadmead were the presence of beggars, that it is old-fashioned and that it is busy

Customer Research - topline findings - Similar numbers as in 2009 agree that BSQ is family-friendly, has a good choice of shops and has everything they need. However, only 75% felt BSQ offered good value for money (83% in 2009) 70% said the opening times in Broadmead suit their needs; 50% said that they would shop in Broadmead more if the shops opened later The Mall at Cribbs is the most popular ‘other’ shopping destination

Christmas 2016 Christmas lights switch-on event, Friday 11th Nov - Starting in The Galleries (Santa & choir) - Procession through Broadmead - Spectacular show in Cabot Circus Bristol’s Christmas market, 11th Nov – 24th Dec Local Christmas market, 2nd – 23th Dec Suggested trading Christmas times on BSQ website

Christmas group advertising Coach Monthly Group Travel Organiser The Pass Travel GBI Group Leisure

Christmas 2016 marketing campaign Heart FM - 4 week campaign starting 7th November - Weekend morning sponsorship - Daily 10” ads - On air competition (5th – 9th December) Live final on 10th Dec with Paulina in Broadmead £2,000 Christmas package to be won! Bristol Post - 5 week campaign, starting 4th November - Bristol Post, Metro, Weekend, Bath Chronicle magazine, Gloucester Life magazine - bristolpost.co.uk

Christmas 2016 marketing campaign Magazines - Bristol 24/7 (magazine & on-line) - Bristol Life - Bath Life Bristol Christmas leaflet BSQ website & social media

Broadmead BID Retail Chair Mark Walker from Specsavers is stepping down Would you like to apply? Do you know anyone who may be interested?

Business Rates Any queries: www.gov.uk/correct-your-business-rates More details: www.researchbriefings.parliament.uk/ResearchBriefing/Summary/CBP-7722

Other BID projects Updated BSQ shopping map & outdoor signage

Tree stumps Broadmead and Merchant Street Thinking caps on, please!

Tuesday 17th January (workshop) Next meeting: Tuesday 17th January (workshop)