What is Sales and Marketing Strategy of Hammerson Company?

Social platforms (Instagram, TikTok, Facebook) and paid search run continuously to drive RSVPs, retailer launches and seasonal peaks while SEO-optimised centre and location pages capture local intent.

CRM segments by visit frequency, preferences and event engagement; personalised offers and parking or dining incentives lift return visits and boost conversion among high-value cohorts.

Local creator partnerships and micro-influencer takeovers for openings and seasonal events generate authentic reach; UGC contests in fashion, dining and family categories commonly deliver 5–10% engagement rates on peak campaigns.

Geo-targeted display/video and proximity-based OOH at transport hubs and roadside promote time-sensitive events and sales; dynamic creative adapts to weather and daypart to maximise relevance for F&B terraces and leisure.

Calendarised anchor events (fashion shows, food festivals, art installations, ice rinks, gaming arenas) increase dwell and cross-category conversion; centres report event days delivering footfall uplifts of 10–30% vs. average and double-digit sales lifts for participating tenants.

Central analytics combine footfall counters, Wi‑Fi, ANPR/parking, tenant sales and sentiment to model catchment penetration and campaign attribution; A/B testing refines subject lines and offer types to improve ROI.

Regular programming and experiential events increase footfall and dwell time; asset-level campaigns have won UK and European shopping centre awards for design and marketing.

Focus on BREEAM upgrades, EPC improvements and Scope 1 & 2 reductions aligned to net-zero pathways supports ESG messaging and tenant demand for lower operating costs.

Collaborative leasing models (including turnover leases), data-sharing and joint promotions strengthen Hammerson retail portfolio performance and tenant relationships.

Digital services, wayfinding and CRM use behavioural data to tailor marketing; Hammerson digital marketing supports omnichannel initiatives like click-and-collect partnerships.

Corporate guidelines ensure on-brand creative while local teams adapt messaging to reflect community culture and shifting shopper sentiment towards value and experience.

KPIs include footfall, dwell time, tenant sales growth and occupancy; in 2024 asset-level initiatives reported like-for-like sales uplifts in prioritized centres and improved occupancy rates across the Hammerson retail portfolio.

Objective: cement local relevance and drive weekday visits using live music, art markets and charity partnerships; channels: PR, local influencers, TikTok and community groups; achieved high single‑digit weekday footfall uplift and stronger social and press engagement.

Hammerson omnichannel retail strategy for shopping centres blends in‑centre experiences with geo‑targeted social, CRM and programmatic media to convert awareness into visits; data‑driven CRM activation increased event redemption rates and improved tenant conversion metrics.

Hammerson tenant relationship and leasing marketing tactics include co‑funded campaigns and aligned KPI tracking; Peak Trading co‑op models show higher ROI where retailers contribute media spend and exclusive offers.

Campaigns target family leisure, fashion/beauty shoppers and sustainability‑minded visitors; Summer of Food and Film consistently drove family segment visitation and F&B spend.

Key metrics: footfall uplifts, retailer sales delta, event redemption rate, CRM open/click rates and sustainability sentiment; campaigns cited delivered measurable double‑digit or high single‑digit improvements in targeted KPIs.

See Mission, Vision & Core Values of Hammerson for context on corporate strategy and ESG alignment that underpins these marketing initiatives.