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BOOSTING FOOTFALL: HOW BARKET! TRANSFORMS JANURAY FOR RETAIL SITES

When it comes to retail, January is notoriously challenging. Post Christmas fatigue, tighter budgets, and dreary weather often lead to reduced footfall. However, at Urban Events, we’ve found innovative ways to tackle this challenge head-on by thinking outside the traditional marketing box. One such solution? Barket! The Market for Pets and Their People, a bi-annual event held at The Junction Retail and Leisure Park in Antrim. Here’s how this creative initiative not only drives footfall but also delivers measurable results for retail sites.


Crowds gather at Barket, the lively pet market event at The Junction in Antrim, featuring an enthusiastic dog training demonstration.
Crowds gather at Barket, the lively pet market event at The Junction in Antrim, featuring an enthusiastic dog training demonstration.

THE POWER OF NON-TRADITIONAL MARKETING

Traditional marketing techniques like seasonal discounts and promotions have their place, but they can lack the excitement needed to attract visitors during slower months. By utilising your marketing budget to host unique events and experiences, you create opportunities for engagement that go beyond mere shopping. These experiences translate into real, measurable outcomes such as increased footfall, higher spend per head, and improved retailer morale.


Barket! is a prime example of this approach in action. By focusing on a niche audience—pet owners and families—and providing a range of interactive and engaging elements, this event has become a January highlight, boosting both attendance and revenue for the retail site.



WHAT MAKES bARKET A SUCCESS?

Barket is designed to be much more than a market. It’s a vibrant, family-friendly festival that creates a memorable experience for attendees. Here’s what it offers:

  • Diverse Vendor Offerings: The event features 60 vendors specializing in pet products, services, and unique gifts for humans. This variety ensures there’s something for everyone.

  • Interactive Experiences: Agility demonstrations, veterinary talks, and a pet photo studio provide engaging activities that encourage visitors to stay longer and explore more.

  • Entertainment and Family Appeal: Live music and appearances by beloved children’s characters such as Bluey and Paw Patrol add a fun, inclusive atmosphere.


These elements not only attract visitors but also encourage them to spend more time on-site, resulting in increased dwell time and higher spend per head.



WORKING WITH RETAILERS: A WIN-WIN APPROACH

One of the key aspects of Barket’s success is its collaboration with on-site retailers. By involving retailers in the event—whether through hosting elements of the experience or offering exclusive promotions—you boost morale and enthusiasm while driving direct footfall to their stores. This translates into measurable revenue increases and stronger retailer engagement.

Examples include:

  • Retailer Partnerships: Pet stores or lifestyle brands can host workshops, sponsor activities, or offer event-exclusive discounts.

  • Shared Promotions: Cross-promotional opportunities between vendors and retailers encourage visitors to explore multiple offerings.


Retailers have reported their best January on record for two consecutive years as a direct result of the event. These collaborative efforts ensure that the benefits of the event extend beyond the event space and into the wider retail ecosystem.



Specialist vet hosts an informative session on pet care at The Junction Antrim's Dobbies Garden Centre, covering topics like puppy success and recognising pain in older pets.
Specialist vet hosts an informative session on pet care at The Junction Antrim's Dobbies Garden Centre, covering topics like puppy success and recognising pain in older pets.

MEASUREABLE RESULTS: THE NUMBERS SPEAK FOR THEMSELVES

Since its inception, Barket! has consistently delivered impressive metrics:

  • 13,000 Average Attendance: A significant boost compared to typical January footfall.

  • Record Attendance of 18,000: Highlighting the event’s ability to exceed expectations.

  • Increased Spend Per Head: The variety of offerings and interactive experiences encourage visitors to spend more, benefiting both vendors and retailers.

These results demonstrate how a well-executed event can transform a slow retail period into a thriving one.


MAXIMIZING YOUR MARKETING BUDGET FOR EVENTS

To achieve similar success, retail sites can follow these steps:

  1. Identify Your Audience: Choose a theme or concept that resonates with your target demographic.

  2. Invest in Experiences: Allocate your budget to create interactive, memorable elements that enhance engagement and dwell time.

  3. Collaborate with Stakeholders: Work with on-site retailers to integrate their offerings into the event for mutual benefit.

  4. Track and Analyze Data: Use tools like footfall counters, sales data, and attendee surveys to measure the event’s impact and refine future efforts.


WHU EVENTS LIKE THIS MATTER

Events such as Barket demonstrate the impact creative initiatives can have on retail performance. They highlight the importance of thinking beyond traditional marketing strategies to create meaningful connections with visitors. By prioritising engagement and collaboration, retail sites can not only boost footfall but also enhance the overall experience for customers and retailers alike.


For those based in Northern Ireland, Urban Events offers extensive experience in planning, managing, and delivering tailored event solutions. From concept development to seamless execution, our team helps retail sites maximize their marketing budgets with innovative strategies that drive real results.


Barket exemplifies how non-traditional marketing can address seasonal challenges and drive measurable success. By focusing on unique, engaging experiences, retail sites can turn quiet months into opportunities for growth. Events like this don’t just benefit the bottom line—they foster community, build loyalty, and create lasting impressions that encourage repeat visits.


For retail sites in Northern Ireland looking to enhance their footfall and create memorable experiences, events like Barket offer a proven path to success. Whether it’s footfall, spend per head, or retailer satisfaction, creative events provide tangible results and a lasting impact.

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