Friday, 17 May 2013

Bumper crowds at Victoria Quarter’s Chocolate Factory Event


Bumper crowds at Victoria Quarter’s Chocolate Factory Event

Victoria Quarter’s third summer event, VQ & The Chocolate Factory, was held last night and attracted a record number of visitors. With a mouth-watering selection of offers in the centre’s stores, over 6,000 attended the evening, helped no doubt by the free chocolates handed out during the night and the opportunity to win a box of luxury chocolates every month for a year, courtesy of Charbonnel et Walker.

VQ Centre Director, John Bade commented, “Events such as these are a critical part of retailing at the moment, so it was particularly pleasing to see footfall increase for the third successive year. The added value elements such as themed props and live entertainment offer creative ways of attracting customers in what is an increasingly competitive and demanding market.”

Over the course of the evening, shoppers were entertained by a troupe of dancing Oompah Loompahs, stilt walkers and Candy Cane girls, as well as being able to indulge at the chocolate fountains.

“Undoubtedly though, store offers are the principal reason for coming to this kind of event,” Mr Bade added, “but it’s arguable that without the extra appeal of the evening’s themed aspect footfall would not have been so high. Theming also allows for more creative marketing and branding and overall is a significant contributor to an event’s subsequent success. Customers are ever more selective about how they spend both their time and their money these days, so as well as the opportunity to take advantage of excellent money-saving offers there’s the added bonus of a fun and enjoyable night out.”

VQ & The Chocolate Factory followed the successful premiere of the VQ Beauty Week Event, hosted in the centre in April, which provided the scheme’s nine beauty retailers a dedicated event platform and showcased VQ’s significant beauty offer. Masterclasses and demonstrations were held in Queen Victoria Street, with 100’s of customers each day watching and taking part.

The next major event scheduled this year is VQ’s flagship Shopping Affair evening, held on 10th October.