Touchwood shopping centre in Solihull wanted to draw attention to the latest spring/summer collections and help boost sales for its retailers. Working with McCann PR, it created a giant, working QR code made of clothes and accessories from the retailers.
Shoppers could scan the three-metre-square code to enter competitions and access content such as styling tips and special offers.
Live trend talks with stylist Beth Goodrham were staged during the event weekend and a ‘fashmob’ modelled the latest products from Touchwood’s retailers.
Preliminary evaluations showed that footfall increased and there was a positive impact on fashion sales, with general sales up by 11 per cent year on year, while some high-fashion brand retailers reported sales increases of up to 35 per cent.
Touchwood’s health and beauty portfolio also celebrated double-digit growth against year-on-year sales, and the centre’s footwear retailers experienced an uplift of nine per cent.
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