Success meant delivering on a number of key shopper touch-points, including; improving the overall layout of the precinct, exceeding market expectations on the ambience upgrade, adding new shopper amenities including a Parents Room and a landmark soft playzone for kids with world-class equipment and technology.
We also worked on the management strategy, creating a complementary retail mix with new fit outs, including a 600sqm Toyworld Central store to act as an anchor, a new Riot Art & Craft and services for mum and bub. This was launched with a creative marketing campaign ‘Kids on the green’ that successfully supported the repositioning.
We chose to close the mall, demolish existing structures, shops and rebuild from scratch only keeping the base building outline. Ensuring to surprise and delight our shoppers at completion.
Our ability to bring specialists from many fields and transform this one underperforming mall into a sustainable and productive retail precinct demonstrates our potential to unlock other opportunities within the centre.
Feedback to date from our customers has exceeded expectations and retailer enquiries for the centre continue to grow steadily. Looks like the kids are here to stay.