Express & Star reporter Daniel Walton talked to McArthurGlen centre manager, David Jackson, about the future of the designer outlet, and the 'shopper experience'.
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00:00 We're here with David Jackson, Centre Manager.
00:04 So yeah, just how's MacArthur been in the past couple of years, and how's it been recently?
00:10 Well recently, the centre's done really well Daniel.
00:13 So I'm sure you can tell by the surroundings we're in, it's been busy.
00:17 And it's been a bustling atmosphere, like 200 degrees coffee shop is today.
00:22 And I know we've talked before, but the quarter four was our most successful quarter yet.
00:27 Opening four new brands and footfall going 15%, which is an acclaim we're delighted with.
00:32 And in the last two months, so we're now in March, but January and February,
00:37 it's continued to show a really positive trajectory.
00:40 So we're pleased with the way things are going, but of course we want more.
00:44 So this year there'll be lots of exciting things for our guests to see.
00:47 There'll be new stores opening.
00:49 We'll continue to be focused on really discount-driven value events
00:53 with the great brands we have in the centre, of which you're going to see some more of today.
00:56 Absolutely, yeah. So what we're looking at is, what we're primarily looking at is
00:59 the cost of living efficient shop, which I know MacArthur Glen tries to provide us with,
01:06 especially with discounts and everything.
01:08 So just like in your opinion, how is MacArthur Glen cost efficient,
01:12 like cost of living efficient for the regular shoppers?
01:15 This is what we do. This is our USP.
01:17 So to be honest Daniel, we wouldn't be here if it wasn't for 30 years of experiencing
01:22 discount-driven, high-end shopping.
01:24 So what I mean by that, by saying high-end first, is the atmosphere you get in the centres.
01:28 You look around today, it's busy because it's safe, it's clean,
01:31 and you've got all the great brands here.
01:33 You've got the likes of Levi's, Hugo Boss, you've got Ted Baker,
01:36 you've got great food brands like Wagamama's, Pizza Express, Five Guys.
01:39 So first and foremost, we keep it a great shopping environment for people
01:43 and a great experience for them.
01:45 And then that brings people in, but then what we do with our great brand partners
01:50 is we work with them on discounts and offers and campaigns
01:54 that make it enticing for people to still come here due to cost of living crisis.
01:58 And I'm going to give you an example.
02:00 So Black Friday, a couple of months ago, everybody knows how big Black Friday is in the UK now.
02:05 We had 10 days worth of offers.
02:08 Some of the retailers were doing up to 60 and 70% off their recommended retail price.
02:13 Now at a time where people are strapped for cash,
02:16 but they still want to go out and spend time with their families,
02:18 it's important that they can get those great offers and get those deals and discounts.
02:23 That keeps them coming back to us.
02:25 So that's not just something that we do over campaigns,
02:29 it's something we do every day and we will always be 30% off recommended retail price.
02:33 That's what we do and we stand by that.
02:36 But we also want to give a great experience to the guests as well.
02:39 So you think it's largely about the shopper experience?
02:43 Totally, totally. I think that's never changed.
02:46 What people want is value comes in different forms.
02:49 Value is not just the ticket price that they pay at the till point,
02:52 value is free parking, value is having a really easy, accessible experience with your kids, with your family.
02:58 So it's not just about value in terms of the ticket price,
03:01 but we deliver that as well because we give 30% off the ticket price in the RRP.
03:06 So I think that's something that we noted more than ever after COVID.
03:10 So this centre opened in April 2021, straight after the lockdown restrictions finished.
03:15 But actually more than ever at that time, people wanted to be out spending time with friends, family,
03:21 in coffee shops like we are, in restaurants, and it becomes more and more about the experience.
03:26 And what that does, if we do it well, Danny, is it keeps people coming back to us and shopping with us,
03:30 and that's super important because that continues to grow the centre and grow the awareness of the scheme.
03:35 Do you think these sort of centres, do you reckon they're more of a better alternative than a high street,
03:41 regular high street shopper, or do you reckon it's like a work alongside?
03:44 It's a synergy. It's a synergy. One is not out to take from the other.
03:48 And if I use Canock as an example, our partnership with Canock Chairs Council and Staffordshire Council is strong.
03:55 We've done various collaborative opportunities with them.
03:59 So for example, at the end of last year, we sponsored the Canock Town Centre light switch on.
04:04 That was a really important collaboration for both parties.
04:07 So it's never about one and not the other. It's about how you work in synergy to get the absolute best for the local area.
04:13 But more importantly, the local people. We employ 1,200 people here, of which 85% of them live in the 20 minute catchment.
04:20 So it's important that actually we work together for employment, but also for the very best experience for the people that do come shopping here.
04:26 And what's great about Canock and about Staffordshire itself is the centre, the designer outlet, has a really strong, positive long term plan here.
04:36 But so does Canock Town Centre. Canock Town Centre's got its level and up fund.
04:40 So what we look forward to in the coming years is developing together and growing that synergy and partnership.
04:45 You talked about growth as well. We know we talked a little bit, we did a story before on the new stores that are opening.
04:52 Was it pre-March?
04:54 So a couple pre-March. Yeah, so slightly delayed. I got you four at the end of last year.
05:00 So we have a couple to come before May now.
05:03 Both of those will be announced pretty soon on our website, which I'm sure you'll see, and our Instagram channel, which you'll look at.
05:09 They'll be announced pretty soon, but I can't say too much just yet, Daniel.
05:13 No hints just yet.
05:15 But watch this space. May will be very interesting.
05:18 No, that's perfect. That's absolutely fantastic.
05:20 And like the other one, the other question is sort of, where's the use?
05:26 We know where the value is with this, but where's the real value coming from?
05:31 We know the shopping experience is obviously a big part of that.
05:34 But with the budget and what's going on, times are going to get tougher for the everyday place.
05:40 How is McArthur Glen sort of helping you tonight?
05:45 Yeah, I mean, firstly, I don't want to comment on the budget itself, because in my eyes, I don't think it was a huge change to the consumer.
05:52 But going back to what I talked about a few moments ago, this is not new to us.
05:58 This is what we've been doing organically for 30 years.
06:01 And what we've been able to do is grow from one center to 25 centers.
06:05 And the way we do that is by what do our customers need, focusing in on that.
06:10 And then how do we get the very best brands and brands partners to help us achieve that?
06:15 So what will McArthur Glen be doing, Daniel, is we'll be continuing to focus on what the guests want.
06:21 It is honestly about that first and foremost.
06:24 Now, we continue to evolve how we do that.
06:27 The landscape changes each year. Things like budgets change every year.
06:30 But what we do is consistent is that we offer a 30 percent discount on the great brands that I mentioned and the great atmosphere.
06:36 Now, of course, there'll be new brands coming in, but we'll continue to evolve how we do things from a retailing point of view and an experience point of view
06:44 to make sure the shoppers feel that they've got that value in their pocket when they come here.
06:48 I talked to a shopkeeper a few days ago, and he said the idea is a shopper experience over anything else.
06:56 Is that the secret?
06:58 That's the secret sauce. No, that's the secret sauce. It's as simple as that.
07:01 And, you know, it's like when you're going out with your family or your kids, you'd be happy to save money,
07:06 but you wouldn't take saving money over them having a great time and being safe and in a nice environment.
07:11 And that's what we do. That's what our USP is. Great shopping experience, discount prices.
07:16 So the person you spoke to is correct.
07:18 And where McArthur Glen really plays its role is it's how can we continue to evolve the guest experience and make it enjoyable and exciting?
07:27 And something that people want to revisit.
07:29 If I give you an example, Daniel, so what we did last year and we'll do it again this year is we looked locally at street food vendors.
07:37 So street food, as we know, is becoming more and more popular across the UK.
07:41 The Midlands is a great example of that. They've got various roaming food festivals.
07:45 So we did one in the shopping center. And what that's able to give the consumers is something different to come and join us for.
07:50 And we'll do that again this year, for example.
07:52 But what's important is that we remain fresh while also staying true to our values about community, the guests and the brands,
08:00 and giving that 30% discount off your Hugo bosses, your Nike's, your Under Armour's, all those important brands.
08:06 And lastly, you talked about community. I mean, it's not just about the shopping.
08:12 You also talked about the charity, the stuffing, did the charity.
08:16 Yeah, we've got like, I think we talked about a lot of it in the final paper on that. How much stuff are you pumping into the charities?
08:24 Talk a little bit about the charities.
08:26 I don't want to give exact numbers as to how much we're pumping into charities, but let's put it this way, Daniel.
08:31 We've got over 30 active partnerships at the minute between local charities, local schools and agencies such as the DWP.
08:40 So what's really important to us here is the positive synergy we can have in the local community.
08:47 So charity wise, we worked, for example, with Save the Children last year.
08:51 I think when we spoke, we'd actually done the Santa's Grotto theme across the centre.
08:55 And we were really proud as a group and as a team to be able to raise over £5,000 for Save the Children.
09:01 That was a really nice touch from my team to be able to work with them to do that, whilst also giving our guests a free Santa's Grotto experience.
09:09 So that's just one example.
09:11 There'll be more this year. So our charity partner of the year will be New Life.
09:14 So New Life is actually someone that's local to us as well.
09:17 We feel that synergy is important now more than ever for things like vintage clothing, recycled clothing, all things as part of sustainability.
09:25 So we'll work more with New Life this year on that side of charity.
09:29 But it continues to be a big pillar in what we do and continuing to grow employment in the local area.
09:34 Absolutely, yeah, that's perfect. Fantastic. So you think we're going to get some discounts today then?
09:37 You're going to get some discounts today. So my colleague Lauren, she knows all the best places to go for the deals.
09:43 So we're going to take you out today and show you what you can do at McArthur and West Midlands with your minimum 30% off recommended retail prices.
09:51 Fantastic. Let's see how much we can get off then, shall we?
09:53 Nice one. Sounds good.
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