Goals and objectives
Nørrebro Bycenter (NBC) is a shopping center in the diverse and colorful part of Copenhagen called Nørrebro.
When we first met NBC as a client, they had the following reality:
- The knowledge of NBC in the primary market area has fallen significantly from 45 % to 17 %
- Many existing customers in the primary market area are opting out the center - lack of relevance.
- 31 % of the residents in the primary area have not shopped in NBC within the past 12 months – great potential in more visitors.
- The locals use the center out of need – not desire. We must change that trend.
And the following needs and possibilities:
- The image of NBC needs a lift and we need to tell the right story. NBC needs to be a shoppingcenter for everyone.
- Strong local anchorage in the heart of Nørrebro. Take advantage of the position by embracing diversity with relevant communication, which has the target audience in mind.
- Take advantage of the potential in the phrase 'We love Nørrebro '. Embrace it and use it in the communication.
- Increase customer flow to the center and create a preference for NBC as the local shopping center in a busy day.