Quartier DIX30 is Canada`s only true integrated

Quartier DIX30 is Canada’s only true integrated outdoor lifestyle and power centre, with marketing initiatives designed to align with its
upscale, well-educated and sophisticated clientele who frequent the property to shop, dine and relax.
LA FÊTE
DES
FLEURS
M
DIX30.CO
R
E
I
T
R
A
QU
CÉLÈBRE LA FÊTE DES MÈRES
LE SAMEDI 9 MAI, DE 9 H À 17 H ET
LE DIMANCHE 10 MAI, DE 10 H À 17 H
Les enfants pourront cueillir gratuitement un
bouquet pour l’offrir à leur mère.
Rendez-vous au Comptoir style où nos spécialistes
du DIX30MC vous aideront à trouver le cadeau idéal.
Venez participer à notre concours : 5 cartes-cadeaux
de 100 $ chacune et un grand prix d’une valeur de
plus de 1 OOO $, incluant une nuit à I’Hôtel ALT.
The warmer temperatures of May would provide shoppers with the opportunity to enjoy the weather and experience the centre’s beautifully
landscaped grounds. Mother’s Day is an historically lucrative weekend, so DIX30 created a welcoming spring theme to drive traffic during
the week leading up to and including Mother’s Day. Welcome to the Flower Festival!
What better way to celebrate the imminent arrival of summer than with a tribute to mom? DIX30 would grow sales by celebrating the special
place that mothers hold in our hearts, employing tactics to enhance the centre’s ambiance, interaction and retail engagement.
In early May, 15,000 colourful mums and gerbera daisies were displayed en masse in huge flower boxes that ran the length the property’s main
corridors. The flowers provided a striking backdrop for an exciting Mother’s Day weekend celebration and created a high impact infusion of
colour to greet customers as they entered the main shopping district.
On Mother’s Day weekend, DIX30 street team ambassadors offered moms free bouquets of freshly cut blooms from the bountiful boxes; children were invited
to write messages on customized cards that were artfully tied to the bouquets with gardening twine, providing a lovely gift and a thoughtful sentiment.
Costumed characters helped distribute the bouquets and added to the festive atmosphere.
To help shoppers choose the perfect Mother’s Day gift, our stylists researched gift ideas from a cross-section of DIX30 retailers. Conveniently
organized by price point, a selection of unique suggestions were showcased in a virtual Gift Guide on social channels, driving awareness
through both paid and organic reach, and on Mother’s Day weekend, stylists were on hand to offer a personalized gift suggestion service.
UN CADEAU STYLÉ
POUR MAMAN
20-50 $
50-100 $
100-150 $
150 $ ET +
CADEAU IDÉAL
______________________________________________________
______________________________________________________
BOUTIQUE
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Retailers were invited to partake in the festivities – and nurture sales - by setting up displays outside their storefronts to offer food samples,
conduct demonstrations and ramp up customer interaction. All participating retailers experienced exceptional results: Obscur: +40%, Tony
Pappas: +29%, Rouge Nail Bar: +17% and Allo mon coco :+13% to name a few!
To enhance awareness generated through social channels and to reach clientele from across the Greater Montreal Area, ads in three
newspapers promoted the Flower Festival, the free flower giveaway and gift suggestions. On location signage and POP wobblers extended
visibility on the property and in stores.
Even without traffic counters, it was clear that the Flower Festival and free flower giveaway were highly effective traffic drivers! The streets of DIX30 were
abuzz with couples and families breathing in the intoxicating atmosphere during the event: 4,500 bouquets and 3,000 flower pots were given away! Said
the manager of FOSSIL, “We noticed a huge increase in traffic; 80% of customers entering our store had flowers in their hands!”
For a mere 2.67% of the centre‘s annual budget, the Flower Festival proved to be a pivotal activation, heralding the promise of summer and
putting shoppers in the mood to spend… and spend they did! Sales for retailers in “the square” increased by an impressive 37% over Mother‘s
Day weekend in 2014!
The talented DIX30 stylists were on hand to help visitors make those all-important Mother’s Day buying decisions; by the end of the weekend,
542 clients accessed gift suggestions from our stylists! And sales results substantiate the tactic: Sephora: +31%, Caudalie: +20% on Saturday,
+164% on Sunday.
Retailers really got into the gift-giving mood! Cupcake shop Les Glaceurs invited clients to decorate cupcakes for their mom and boosted
visibility by strolling around the square distributing 300 mini-cupcakes. Weekend sales: +18% (vs. 2014).
Lululemon conducted yoga demos adding to the buzz and boosting their sales by 5%. David‘s Tea served up free samples of refreshing ice tea,
and sales were so brisk that store staff had to rush out to buy more ice to keep up with demand! David‘s Tea: 3 times sales projections.
DIX30’s Flower Festival social media campaign was a huge success. Total reach: 77,908 impressions, (organic reach of 19,988), 500+ new
Facebook likes, and unique visits to DIX30’s website increased 18.3% over 2014.
With a little innovation and a whole lot of beautiful blooms, DIX30’s Flower Festival nurtured sales, gave back to our clientele and provided
numerous solutions to gift giving for Mom on her special day.