Whiteleys, Bayswater
Client:
Standard Life (owner)
Task:
To determine a specialist positioning for Whiteleys to arrest declining footfall and to create a unique reason for visiting.
What we did:
Standard Life (owner)
Task:
To determine a specialist positioning for Whiteleys to arrest declining footfall and to create a unique reason for visiting.
What we did:
- Understood views of current tenants
- Assessment of the competitive market - alternatives for catchment residents
- Assessment of shopping behaviour and attitudes of current users
- Developed positioning concepts and tested with customers/catchment residents
Result:
We recommended a concept positioning and tenant mix strategy to Standard Life for the future positioning of Whiteleys to enable it to compete with the West End and White City developments
This work has now been implemented with the successful opening of a new gastronomy concept at the centre.