Fishergate Centre, Preston

‘Customer, Consumer First…’

We are working with Benson Elliot on implementing a change in approach to managing the Fishergate Centre through proactive stakeholder relationships, consumer marketing and asset positioning to support Benson Elliot in the delivery of their development and leasing programme.

I-AM immediately set about reinvigorating the look and feel of the 1980’s covered mall with a refresh of the branding and website. A redeployment of resource meant a Retail Liaison Manager has been appointed and a change of approach and mindset of the centre management team has encouraged them to start thinking like retailers. They are better positioned to respond to the needs of their direct customers; the retailers, and make use of marketing techniques to connect and convert consumers more frequently and effectively

The implementation of a mall enlivenment programme has seen the malls transformed with merchandise displays. A fresh approach to commercialisation has been employed with the introduction of new bespoke designed kiosks.

A new training programme is being introduced to ensure all customer facing staff are properly trained in customer service techniques appropriate for a retail environment and excellent relationships have been built with key local stakeholders, particularly the University of Central Lancashire (UCLAN), where students from many different courses are going to be working with the Benson Elliot and I-AM teams to help deliver a fresh vision for The Fishergate Centre..