I Loves the ‘diff
highlight the diversity of their retail offering
When St David’s centre in Cardiff wanted to highlight the diversity of their retail offering, they called upon Xcite to grow shopper engagement. The team took a unique approach, leveraging the centre’s four key sectors: Children, Home, Food and Beauty.
The beauty activation was situated in the original, lower footfall quarter of St David’s, so the team needed a robust strategy to increase customer engagement with the space.
The Xcite team needed to intrigue visitors and drive traffic into this area of the centre. Equally, Xcite needed to create an imaginative experience, increasing dwell time whilst capturing shoppers' long-term interest in the centre’s beauty retailers.
Xcite’s interactive approach invited visitors to play a giant card guessing game. The fun appeal of a television-style gameshow became accessible to all with the full install including a bright, attractive set, bold signage and dazzling props.
Imagery of hero beauty products were printed on bespoke playing cards for audiences to guess whether they were priced at a higher or lower point than the next card’s product. If visitors played their cards right they could win a selection of top goodies. Covering the full service, the team’s logistical planning ensured the set design and build transformed the centre’s interior into a compelling installation without any disruption to shoppers or staff.
Similarly, Xcite hand-selected top staffing to maintain the activation’s mood-boosting appeal, putting customer experience at the forefront. The result? A significant increase in footfall and dwell time in the centre and newly raised awareness of the full spectrum of St David’s beauty offerings.