Birkenhead Outlet

Topics: Retailing, Marketing, Shopping mall Pages: 5 (1245 words) Published: June 23, 2013
TASK 1:
Understanding Marketing Activities

Birkenhead Point Outlet Centre at Drummoyne, is the only place in Sydney where you can shop whilst enjoying the spectacular views of Sydney Harbour and browse through a huge range of your favorite fashion, food and lifestyle brands. Birkenhead Point is Sydney’s original factory outlet centre, a site rich with heritage: the development of Birkenhead Point can be dated back to the early 1800’s. More recently, Birkenhead Point is renowned for offering top designer labels at up to 70% off regular retail prices.

Direct Factory Outlet (DFO) :

is the name for a economy group of discount shopping centres in Australia. They are large-floor warehouse buildings containing partitioned stores where retail outlets sell excess or previous seasons' stocks at reduced prices.

Introduction of Birkenhead Point Outlet Centre:

Birkenhead is an awesome place to go shopping on a sunny day. You know those days which are just too gorgeous to spend inside a concrete box, but you just have to go shopping for something? Well Birkenhead is the place. Birkenhead Point Outlet Centre at Drummoyne, is the only place in Sydney where you can shop whilst enjoying the spectacular views of Sydney Harbour and browse through a huge range of your favorite fashion, food and lifestyle brands. Birkenhead Point is Sydney's original factory outlet centre, a site rich with heritage; the development of Birkenhead Point can be dated back to the early 1800's. More recently, Birkenhead Point is renowned for offering top designer labels at up to 70% off regular retail prices. Increasingly expanded, Birkenhead has a great range of clothes and general goods stores.

Marketing Activities undertaken by “Birkenhead Point Outlet Centre” These projects will complement the ground floor works that were completed in late 2012 with expanded walkways, increased store sizes, easier mall access, and integrated connectivity for ease of navigation around the centre, new bathrooms, new flooring, along with a host of new tenants opening their doors. These improvements created new interest with local shoppers returning to Birkenhead Point for their everyday shopping needs and personal services. With over 120 retailers on board and an increasing range of new dining options the new initiative at Birkenhead Point is raising the bar for outlet centre retailing, said Gerard McSpadden, National Asset Manager from Abacus Property Group. “Birkenhead Point is really paving the way forward with the third stage of redevelopment, exceeding the expectations of the modern day shopping experience,” continued Gerard. Promotional Activities of Birkenhead Point Outlet Centre

Birkenhead shopping and leisure centre with new ... and deterring potential criminal activity. The bus station was .... need to be clearly defined, namely: ... A developing interchange is a promotional .. • Expanding and modernising the overall ambience of the existing food court balcony and marina promenade making way for a new waterfront restaurant and bar and improved food court dining facilities; • The addition of a new major supermarket on the Marina Promenade level with new travelators to connect to this store from the Ground Floor; • Increased open space and overall enhancements within the Endeavour Mall fashion precinct along with improved connectivity and access between level one and level two via dual pedestrian ramps; • New sets of travelators from the ground floor entrance from the Coles car park which will connect to the mezzanine level car park above. Now at over 28,000m2 the redevelopment has also improved shoppers’ experience while visiting the centre through increasing the amount of natural light and enhancing the sense of ‘space’. This...
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