Avenue Wins Shopping Centre Oscar

Newton Mearns in East Renfrewshire can now boast to have one of the best shopping centres in the UK – so says the British Council of Shopping Centre

Article Source: Liquorice Media
Last Updated: 15 May 2012 21:22

The Avenue in Newton Mearns has won a shopping centre industry ‘Oscar’ – a Purple Apple Merit Award – acknowledging the transformation it has undergone following last year’s appointment of Michelle McCabe as centre manager.

The Purple Apple Marketing Awards, organised by the British Council of Shopping Centres, named The Avenue as a winner of the strategic/overall integrated marketing campaign category.

Of The Avenue’s winning ‘What a Difference a Year Makes’ marketing campaign, Purple Apple judges commented: “This very solid and integrated marketing strategy has undoubtedly turned around the fortunes of The Avenue and hits all the right buttons in terms of retailer involvement, events and marketing activity appropriate to the customer profile and a consistency of message.”

Michelle McCabe, Centre Manager at The Avenue, said: “I’m absolutely thrilled that The Avenue has won a Purple Apple Merit Award and would like to thank all our staff for the tremendous efforts they have put in over the last year.

“Whilst such recognition is very welcome, it is how our customers regard The Avenue that we prize most highly and I’m delighted that, despite the challenging economic environment, The Avenue is not only now fully let, but that market research reveals that our Sunday footfall rose by a healthy 12% over the year.”

Further evidence to strengthen Newton Mearns’ claim to have the best shopping centre in the UK can be found in the fact that, fresh from bagging a Purple Apple, McCabe then discovered that she had been short listed for two SCEPTRE awards – Marketing Manager of the Year and Centre Manager of the Year. With winners set to be announced next month, the SCEPTRE Awards recognise the best practice and the best people in the shopping centre industry.

Both the Purple Apple award win and the SCEPTRE nominations recognise that the fortunes of The Avenue have been transformed throughout last year into a dynamic space offering shoppers an alternative to sprawling trolley-dash shopping culture with a comprehensive range of outlets offering a warm and welcoming shopping experience conveniently located on the outskirts of Glasgow city centre.

That transformation has been achieved by reconnecting the Avenue with its younger, family-focused customer base and delivering a marketing strategy which enhanced the entire experience without alienating regular shoppers.
Just last month The Avenue was short listed as a finalist in the Best Shopping Complex category for the inaugural Scottish Entertainment Guide Awards 2012.

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Avenue Wins Shopping Centre Oscar

Newton Mearns in East Renfrewshire can now boast to have one of the best shopping centres in the UK – so says the British Council of Shopping Centre

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