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Champagne shopping to make us feel a bit special

Herald Sun Article, 22nd Nov, 2011 www.heraldsun.com.au

SILVER-service shopping is being rolled out to stimulate Christmas spending.

Attendances at special events offering exclusive mass discounts, free product samples and glasses of sparkling wine, music and entertainment are growing in a trend dubbed "experience shopping".

The premium events - open to all - are an extension of more elite previews and sales traditionally limited to retailers' most loyal clients.

Customer service expert Katie Miles, managing director of The Realise Group, said consumers increasingly wanted to feel valued.

"The frequency of shopping centre VIP and special events has grown from once a year to a few times a year compared with four or five years ago," Ms Miles said.

"The appeal for consumers is getting a whole lot of bargains in one day in an atmosphere that is fun and leaves them feeling a bit special."

Ms Miles said the events helped centres promote their brand, and encouraged customers to spend more time on site and less time online.

Westfield Doncaster is holding its first Christmas shopping event today after successful autumn/winter and spring/summer fashion extravaganzas in the past two years.

Westfield Victorian regional general manager John Warne said the centre wanted to create an exciting and social experience.

"It will also give customers a chance to shop stress-free ahead of this Christmas rush," he said.

Dancer Danijela Hrastov, 27, and two friends are capitalising with a girls' night out at the centre.

"I'm looking forward to it. I want to get some of my presents shopping done and dusted instead of battling Christmas crowds later," Ms Hrastov said.

"I also want to pick up some specials because I usually always pay full price when I shop, I'm a bit hopeless like that."

Other major events in the lead-up to the festive season include Myer's Christmas shopping night at stores statewide from 5pm tonight, and Chadstone shopping centre's "VIP party" from 9am-midnight tomorrow.

Chadstone's senior marketing manager, Mardi Ashkine, said more than 90,000 people were expected to attend. 

Posted 22 November 2011 by Katie Miles0comment

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