CASE STUDY: Calendar Club Takes Full Advantage of Mall Kiosks for Impulse Seasonal Purchases

BACKGROUND

• Calendar Club are the largest retailer of dated products in the UK specialising in retailing
  calendars, diaries, planners and gifts during the busy Christmas shopping season.

AIMS & OBJECTIVES OF CALENDAR CLUB POP-UP SHOPS

• Generate sales of the Calendar Club product range in the run up to Christmas
• Raise consumers’ brand awareness of Calendar Club

EXECUTION

• Mall kiosks and inline units placed in high footfall venues throughout the UK including atria
  Watford, Braehead Shopping Centre, Chantry Place, The Gyle Shopping Centre,
  The Potteries Centre and Victoria Centre, Nottingham
• Customer exit survey carried out in December 2021

RESULTS FROM CUSTOMER SURVEY

• While 40% of their customers intended to shop with them, the majority still visited the
  store because they were browsing or ‘just passing’, which solidifies the retailer’s strategy
  of using mall kiosks
• The majority of those who bought in the stores were buying a calendar as a gift.
• Most customers did not carry out any research before visiting the store (either in person
  or online), which highlights the ongoing requirement to have physical stores rather than
  relying on online sales
• Many customers return to Calendar Club mall stores every year (at least once) and like the
  wide product range the stores offer and how easy it is to find what they are looking for

“We find mall kiosks are the ideal platform for us to capitalise on impulse gift purchases for Christmas. Most of our purchases are opportunistic and the key to our success, therefore, lies in the strength of the footfall within a centre and near our position. We have a strong repeat customer base and look forward to seeing them again this year.”

David Pike, Director – Calendar Club

For more information

SpaceandPeople offers a broad portfolio of space for on-mall retail in high footfall venues throughout the UK. Venues include shopping centres, train stations, retail parks and leisure venues.

Contact us for more information on retail space opportunities in shopping centres.