Yorkshire-based Meadowhall is celebrating its most successful Eid al-Fitr marketing campaign to date, with sales and footfall during the Eid weekend up by 8% and 4.9% respectively, the former the strongest year-on-year growth of 2018.
During the Eid weekend, a number of Meadowhall’s fashion retailers experienced sales increases in excess of 25% as people bought Eidee gifts for loved ones to celebrate the end of Ramadan. Flannels, Diesel, Tessuti, Hugo Boss, Brother2Brother, River Island and House of Fraser were all particularly strong performers during the Eid celebrations at Meadowhall.
The out-performance was driven by a combination of extensive collaboration with retailers, increased marketing investment, and the positive impact of Meadowhall’s £60 million transformation, which has created a lighter and brighter centre with an even more compelling line-up of brands. Triggered by the refurbishment, almost 80 retailers spent more than £46 million to create new or upsized stores at Meadowhall, with 28 new additions alone totalling over 80,000 sq ft of space.
During Meadowhall’s three-day Eid celebrations, a number of brands launched bespoke products for Eid, such as Godiva with its advent calendar for Ramadan and Hotel Chocolat offering Eid Mubarak gift sets. In addition, a range of experiences were provided in the malls, from henna artists to a series of hidden envelopes containing gift cards to be found by the public as ‘random acts of kindness’.
Meadowhall also welcomed travel, halal-friendly food and lifestyle blogger, Asma Younus (jetsetchick.com), to enjoy a day shopping and dining. Asma shared her experience on social media throughout the day, with the social media activity reaching more than 31,000 people, creating significant engagement across Instagram, Twitter and Facebook.
Mark Bruce, Retail Director at Meadowhall, said: “We’re delighted with the success of the Eid event and to have enjoyed such glowing feedback from the many customers, across Yorkshire and beyond, that have taken part. Whether it’s events such as this or the recent £100 million transformation we’ve undertaken, we’re committed to creating inviting and innovative shopping experiences for our customers and we’ve got plenty more to come as the summer unfolds.”