BATTERSEA POWER STATION

Battersea Power Station Phase 1 had been open for a year with 20 units trading. There was a mix of incredible tenants yet footfall was low. We were asked  to identify why this was the case, define the BPS catchment area, profile the customer base and make strategic recommendations to boost footfall.

Although asking the surrounding community whether they visit BPS was a good start, we went further to help the client understand the opportunities. This included surveying the surrounding area, conducting competitor analysis, benchmarking global offers and studying site analytics.

The team interviewed 59 people face-to-face and 2,061 online to understand the catchment area, their interests, what was missing in their community and the places they preferred to visit. At the same time we studied the existing digital marketing presence and effectiveness, looking at web, social, SEO and PPC.

Our researched showed that over 46% of customers walk to BPS, however 48% in a 2 mile radius had no idea anything was open and 64% don’t know enough about what is going on. Our strategic recommendations included telling thousands of commuters that the site was open, improving street wayfinding, promoting the cinema and building on the strong creative and cultural foundations BPS is synonymous with.

Project scope: Research & insight / Strategy & positioning.