Success for retailers at intu Student Night extravaganzas

  • intu Student Night events exceeded expectations with 110,000 students attending
  • Major retailers reported sales per hour equivalent to the first day of the winter sales

intu centres across the country took part in this year’s Student Night campaign making it the largest national shopping centre opportunity for students in the UK. The ‘for one night only’ events featured a wide range of discounts and deals to make student funds go further, in a party atmosphere with live bands and DJs.

Many centres reported a growth in student footfall including intu Trafford Centre which saw a staggering 45% increase over the previous year. Some 14,500 students came through its doors, compared with 9,000 in 2013, with two thirds of visitors pre-registering for the event. intu Metrocentre, Gateshead and intu Eldon Square, Newcastle, also reported a 50% increase in pre-registered visitors in comparison to last year.

Major retailers reported sales per hour equivalent to the first day of the winter sales. At intu Trafford Centre, Sole Trader reported a 75% increase on sales over the previous year, while at intu Victoria Centre, Nottingham, queues for Superdry, Urban Outfitters and OFFICE stretched along the mall for much of the evening.

Kat Lockwood, marketing assistant for Superdry, said: “Our working relationship with intu has always been incredibly positive. We have a great partnership, the teams couldn’t be more accommodating and the success of the student events reflects this.”

Roger Binks, customer experience director of intu, said: “It’s exciting to see our annual Student Night events producing such impressive footfall and increased sales figures year on year. Our national coverage and customer focused business model really enables us to offer retailers added value; whether that’s by driving footfall through events with a difference, our marketing programmes and our access to 1.5 million visitors on intu.co.uk.”

Through intu.co.uk, students were able to pre-register online and find out about the various activities taking place at 16 different locations across England, Scotland and Wales. Each centre organised a variety of activities including DJs, live bands, Diet Coke ‘Pop up hunks’, celebrity appearances from TOWIE’s very own Joey Essex and the Geordie Shore boys, as well as promotional activities to help students learn about places that would interest them nearby. Feedback from retailers and students has been positive with many sharing their experiences, celebrity pics and bargain buys on social media.

Indeed, throughout the nights, social media was trending as customers told of their experiences and excitement: “Wowza the @intuMetrocentre is packed full of shoppers for their student night!!! Time to shop!! #studentnight #shopping #intumetrocentre”

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