It’s been a big couple of months for Queensgate Peterborough, with the shopping centre announcing that Boots, Primark and Vision Express had made significant store refurbishments in August.
The refurbishments come as part of more than £3million worth of tenant investment in over 100,000 sq ft of store refurbs at the retail destination.
Queensgate insisted that the wave of investment reflected “the confidence of brand performance” in the shopping centre, and reinforced its “position as the region’s leading retail destination”.
The ‘latest store design concepts’
Providing more detail on Boots, Primark and Vision Express’ refurbs, director of investment management at Queensgate Peterborough owner Invesco Real Estate, Ed Ginn explains that “all three stores have implemented their latest store design concepts”.
These include “more efficient layouts, refreshed interiors and a range of features designed to enhance the overall customer experience”.
“At Boots, one of the most noticeable changes is the addition of new beauty counters, including dedicated spaces for quality brands like Charlotte Tilbury, Huda Beauty, Benefit and The Ordinary,” he says.
“Alongside the wider refurbishment, these additions give the store a fresh, more modern feel and create a better environment for customers to explore the expanded product offer.”
“The changes are designed to make the customer journey more efficient and support an improved in-store experience,” he says.
Additionally, he explains that Vision Express’ investment has “focused on elevating the overall look and feel of the store, creating a sleeker, more premium environment”.
“The refit also elevates its latest prescription and sunglasses ranges from leading brands like Oakley, Polo Ralph Lauren and Ray-Ban,” he says.
“The refreshed store now features a dry eye machine, which isn’t available at every Vision Express.
“That gives the Queensgate store an additional point of difference and brings an enhanced level of service to customers.”
Ginn notes that its overall programme of refurbishments “took around six months,” although “the timeline for each retailer varied slightly”.
“It was a significant programme of works across three major tenants, so careful coordination was really important,” he says.
“We worked closely with each retailer to manage the different refurbishment programmes alongside the day-to-day operation of the centre.”
A strengthened retail proposition
Boots, Primark and Vision Express’ store refurbs have benefitted Queensgate Peterborough in various ways.
Ginn explains that “all three brands have reported positive movement, and in some cases record sales, across their key commercial performance metrics since completing their refurbishments”.
“But the benefit goes beyond individual store performance,” he adds.
“When leading brands are continually evolving their stores and investing in their offer, it makes Queensgate a more attractive destination for shoppers looking for both variety and quality.”
Regarding improvements to the customer experience, the exec thinks “the biggest benefit is that customers are getting more from the in-store experience”.
“The refurbishments give them access to the latest product ranges, including exclusive products and experiences that they simply can’t get online,” he explains.
“Boots is a good example of this. The new kiosks for brands such as Charlotte Tilbury, which is only available in two per cent of Boots stores nationwide and not online, give customers access to products and experiences that encourage them to visit the store, while also giving them greater choice when they’re there.”
He adds: “There’s also been a real focus on technology and making the customer journey more convenient.
“All three brands have introduced new technology, including increased use of self-service, while Vision Express has added a new dry eye machine, giving customers an additional service as part of their visit.
“Online shopping is incredibly convenient, so the physical experience has to offer something beyond that. That’s what these refurbishments are helping to deliver.”
An ‘exciting opportunity’ for Queensgate
Looking ahead, Ginn assures that the company wants Queensgate to “remain the go-to destination in the East of England”.
“The investment we’re seeing from brands is a real vote of confidence, not just in the centre but in Peterborough as a city,” he says.
“There’s significant growth and development happening across the city, and that creates a really exciting opportunity for Queensgate.”
He also reveals: “We have some further exciting tenants signing in due course, but the direction of travel is very clear, delivering more choice, more experiences and more reasons for people to make Queensgate their destination of choice.”
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