Centre’s integrated strategy is Bliss-making!

Information pod at thecentre:mk
Information pod at thecentre:mk

SHOPPERS pressed information screens more than 14 million times during 2011 – two million in December alone – in thecentre:mk, an increase of 10 per cent on the previous year.

The centre has 14 information pods and 28 way finding touchscreens which are part of an integrated online and in-centre marketing and events campaign designed to increase the number of visitors and enhance their experience .

The centre also has an online shopper reward programme called Bliss that helps it to keep in touch with loyal customers, or guests as thecentre:mk calls them.

Melanie Beck, head of marketing and communications at thecentre:mk said: “The Bliss system helps us to understand shoppers’ individual use of the centre and through data capture create bespoke and targeted promotions, events and competitions that are relevant to them.”

Offers can be redeemed online with an iPhone app or printed at one of the 28 touchscreens in the centre. The centre welcomed more than 27 million visitors in 2011.

Its digital advertising campaigns had 41million website impressions, with 83 per cent new visitors.