Hillstreet Shopping Centre snaps up award

AN INNOVATIVE Bluetooth marketing system has helped the Hillstreet Shopping Centre in Middlesbrough win national recognition.

AN INNOVATIVE Bluetooth marketing system has helped the Hillstreet Shopping Centre in Middlesbrough win national recognition.

Hillstreet Shopping Centre

The centre won awards in the digital marketing and community relations categories of the British Council of Shopping Centres’ (BCSC) annual Purple Apple Marketing Awards.

Competition judges praised Hillstreet for engaging with new marketing channels and achieving return on investment for retailers and partners.

The Teesside firm said its Bluetooth system was a key part of its overall marketing strategy. The technology allows retailers to learn more about the buying habits of their customers and produce targeted promotions which help to boost sales.

Five pods installed in the mall have sent promotional information to more than one million bluetooth-enabled mobile devices since the scheme began in 2008. Around 100,000 downloads have been made - a conversion rate of around one in ten - although it is not known how this has translated into sales.

Jon Walton, Hillstreet marketing consultant, said: “Retailers see it as a value-added tool for which they don’t have to pay. A conversion rate of one in ten is a great result for any advertising campaign.”

Hillstreet plans to increase the number of pods to 12 and trial the technology in individual retail units.

The centre was also recognised by the BCSC for its work in the local community following a charity football match last year.

Played at the Riverside Stadium, the game between Hillstreet Heroes and an All-Stars Eleven attracted around 6,700 spectators and raised more than £35,000 for TFM Radio’s Cash for Kids charity.

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