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.
