Bluewater is undergoing a transformative upgrade of its digital 6-sheet network. All 47 existing digital screens located across both levels of the mall are being replaced with 52 new larger and high definition 85” digital 6-sheets.
Bluewater, owned by Landsec sees an annual footfall of 17.1 million¹ and has 330 stores including John Lewis, M&S, Apple and Zara as well as over 50 bars, restaurants and cafes. Digital Out-of-Home in the mall environment delivers 1.5bn viewed impressions each week². As market leaders, JCDecaux UK’s digital footprint in this environment is unrivalled delivering 53% of all digital impressions.
JCDecaux UK’s new mall focus The Social Space uses brand new research to understand who the audiences are visiting these spaces, what emotions they provoke, the high attention levels and how they feel about the brands that advertise within them as well as the actions they take after seeing these ads. It also explores the creative potential of the full motion capabilities available, and interactive opportunities, 3DOOH and anamorphic.
In recent years demand for physical retail spaces in malls has soared, with brands wanting to deliver a full omnichannel experience for their customers. This has included Under Armour opening its first UK standalone store in Liverpool ONE, and Sephora returning to the UK after a 17-year absence with the opening of its flagship store in Westfield London, which saw queues of over 5,000 people ahead of the doors opening. Similarly, malls have experienced an accelerated transformation as lifestyle and social hubs complementing the hybrid way of living, with investment in the form of competitive socialising, health and well-being and co-working and event spaces.
JCDecaux UK has recently expanded its Malls: Drive to Store research opportunity to include Bluewater, with the ability to activate an advertising campaign and measure the drive to store effect from ads using Wi-Fi sensors fitted across the mall and in-store to measure footfall.
The JCDecaux UK mall portfolio includes 27 malls across 13 cities, including Liverpool ONE, Metrocentre, Trinity Leeds, Westfield London and Westfield Stratford City.
Source: ¹Landsec, ²Route 47