Commercial Success
New West End Company will continue the drive for commercial success in the West End Shopping District. We continue to position the District as the destination of choice competing on the world stage. Through our activities we strive for increased footfall and sales, a reduction in business costs, the leverage of greater investment and an improved street environment.
Developing the Shop West End brand, will enhance the District's identity and consumers affinity to it as a ‘must shop’ location. Effectively communicating the brand and offer we enhance loyalty as new competition develops. London 2012 has enormous potential for the visitor economy and we will ensure the West End is at the forefront of the marketing campaign for London.
Marketing and Promotion
To develop ongoing loyalty to our brand ‘Shop West End’, our direct marketing spend concentrates on the ‘loyal’ and ‘lost’ - those consumer groups identified in our primary research. Younger more informed shoppers who regularly use the West End and enjoy its buzz and variety and an older group who have become a little disengaged over recent years and found alternatives in the satellite centre’s. As 50% of our business is tourism our strong relationship with Visit London, the West End Marketing Alliance and other tourist agencies will be maintained and developed to ensure the West End maintains its profile within their promotional work.
Luxury will be given a particular focus. A West End differentiator, this market has shown strong growth and benefits the District by attracting higher spending visitors from both home and abroad. Our promotional programme will follow the retail calendar with particular focus placed on Summer and Christmas and our traffic-free events which we plan to increase in number. In addition to our ongoing programmes we will develop and deliver:
District Information Office
UK and International PR & Marketing campaigns
New Christmas Lighting
Sales reporting
Television advertising
Luxury marketing programme