London Designer Outlet visitors close to quarter million mark in first two weeks of opening

 

Major sporting events sees footfall rise by 407 per cent

 

London Designer Outlet, (LDO), the capital’s first designer outlet in Wembley Park, has recorded over 249,000 visitors in the first two weeks since the outlet centre opened on 24th October.

 

According to data provided by Experian FootFall, the outlet centre saw impressive opening day traffic figures, with over 21,000 shoppers heading to the site. Average daily footfall figures remained at over 16,000 over the two week period.

 

Early traffic numbers also highlight today’s changing retail experience and the attraction of such an outlet within central London. LDO’s blended offering of retail and entertainment to reflect London’s cosmopolitan culture has seen 12.7 per cent of footfall traffic to entertainment facilities at the outlet site, demonstrating that Londoners from the surrounding areas and beyond see LDO as a key destination for retail, leisure & entertainment.

 

James Saunders, Chief Operating Officer of LDO developer Quintain commented: “With London Designer Outlet we wanted to create a great shopping experience for bargain-hunters, and a leisure destination that reflects the wants and needs of the local community. The recent footfall figures, particularly the breadth of traffic numbers throughout all periods of the day, highlight how well the centre is performing as both a retail and entertainment hub”.

The proximity to Wembley Stadium has also significantly impacted footfall to the site. Following the recent NFL game on Sunday 27th October, the site saw an uplift of over 407 per cent at 8:30pm compared with Saturday 26th at the same time.

 

Steve Richardson, UK&I Regional Director at Experian Footfall added, “What’s really great to see is how outlets such as LDO are starting to change the retail landscape. Not only does the launch of the Outlet go against the declining trend for retail development from the past 18 months, but also demonstrates the benefits such outlets can bring to inner-city areas. Sites like this have traditionally been positioned on the outskirts of town, and these initial footfall figures show a promising future for developments like this within major cities.”

Property developer Quintain hired market leading visitor and in-store analytics provider Experian FootFall prior to the opening of LDO, to provide shopper insight aimed at further advancing its operations and marketing.

 

Experian FootFall gathers footfall data on shoppers entering areas of the centre. Using Experian FootFall’s services, retailers and property owners are able to obtain an all-round view of site performance, including counting and analysis of queue lengths, sales data and weather conditions.

Using this analysis, centre managers can quickly calculate immediate priorities for attention, uncover previously unnoticed performance patterns and react accordingly, and influence consumer behaviour, spend and visitor experience.

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