Dalton Park is the biggest outlet shopping centre in the North East, with over 60 shops selling over 200 different brands and designer labels. Accompanied by plenty of cosy cafes dotted through the mall, shopping never felt so good!
We were asked to refresh and reposition the Dalton Park brand along with developing a retail campaign, in order to better reflect the brand’s personality – exciting, friendly, confident and aspirational. Our key objectives involved changing people’s perception of the brand and maintaining brand awareness levels.
We chose to reposition the brand to a more aspirational audience while taking care not to alienate the current consumer base. We created a refined, classy and symmetrical brand identity that is instantly recognisable and easily tweaked to suit specific messages on seasonally themed communications. We then followed this with a series of awareness campaigns driving new targeted customers to the outlet stores.
In 2019 at Dalton Park, showed a like for like turnover increase of four per cent, with visitor numbers up by 3.2 per cent. The period between November 20 to December 21 was particularly strong when the outlet witnessed record footfall growth of 4.7 per cent, a significant increase on the previous year. The outlet also celebrated its best Black Friday promotion on record with a like for like sales increase of 4.4 per cent in the lead up to the festive period.
