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Hillstreet celebrated winning two merit awards in the recent BCSC Purple Apple awards ceremony in London
In the hotly contested community relations category it was praised for integrating a charity football event into its general marketing programme, involving all stakeholders. The match was between the Hillstreet Heroes consisting of local people who raised sponsorship to play and Hillstreet retailers against a star studded celebrity team. All targets were beaten and the centre enjoyed record footfall over the period, as well as massive increases in campaign recall. The event was held at Middlesbrough FC and raised over £39,000 for the Cash for kids charity and over 6500 attended on the day, another record.
Digital plays a more than ever important role in shopping centre marketing, as it uses tools that get closer to the customer via CRM techniques, build loyalty, deliver value and are easily measurable. By using all digital techniques Hillstreet grew its customer database by 700%, increase its page impressions on key parts of its web site and delivered multi-level campaigns for its retailers. Every campaign resulted in increased sales and crucially this was integrated into the marketing programme, and did not sit alone. One retailer reported a 300% increase in sales year on year for the same promotional campaign!