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The Fort Theory of Shopping – Want it? Need it?

Earlier this year, The Fort Shopping Park, Birmingham, commissioned research* in order to find out more about the way we shop. The research findings were brought to life through the out-of-town retail destination’s
SS17 campaign – ‘The Fort Theory of Shopping’ – which aimed to inform shoppers on how to get the most out of their shopping trip.

 

The Autumn Winter phase of the campaign reveals further insights into the mind of the consumer…
Whatever you want and whatever you need this season, The Fort will make sure every member of the family is catered for.

 

 

                                          

 

 

The survey commissioned earlier on this year targeted UK adults, who shop at a shopping centre at least once a month. The latest phase of the campaign reveals some regional stats, who the ideal
shopping partner is, plus lots more interesting findings.

We discovered that 49% of polled shoppers shop out of necessity and 50% to treat themselves…

With the breadth of offerings from fashion retailers such as River Island, H&M and New Look; whether you want it or need it, you’ll find it.

‘A variety of shops’ was most important to West Midlands shoppers when asked ‘what elements in particular make the trip a positive experience?’…

From home essentials at Next, bargain buys at Primark and Wilko, to the latest must-have sneakers form schuh, The Fort has variety in abundance.

40% of respondents from the West Midlands would describe their most recent shopping trip as enjoyable, compared with 30% of those based in London…

With convenience at the heart of The Fort, offering added bonuses such as free parking and click and collect; why would you want to shop anywhere else?

When shoppers were asked if they could ‘pick any one in the world to be their shopping partner, who would it be’, the celebrity name which was most popular was Gok Wan…

If you can’t manage to pin Gok down, a family member may be the next best thing; research also revealed that respondents are more likely to shop with family than with friends.

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