Wellingborough business leaders claim Hidden Gems campaign success

John Cable, BID manager for Wellinborough
John Cable, BID manager for Wellinborough

A week’s record footfall has been recorded in Wellingborough town centre following the ‘Hidden Gems’ campaign.

Special deals were offered by 24 shops during the month-long promotion, and the launch in the second week of February saw a three-year high in footfall as 108,582 people visited the town centre.

In contrast, just four weeks before visitors had been at a three-year low, registering just over 80,500.

Organised by Wellingborough’s Business Improvement District (BID), a map was produced for the event to guide shoppers to participating traders, while billboards and posters were displayed across the town.

Seoni Clothing owner Harish Tailor said: “For us, Hidden Gems worked really well, it was fantastically organised.”

Supplied by Activate Business Development, shoppers were given the opportunity to enter their details into a £150 prize draw, allowing the shops to supply their new customers with newsletters, events details and offers in the future. Four shoppers also won vouchers.

Chantelle Mayhew, who runs Infinity Beauty Spa, said: “We supported Hidden Gems because a lot of people don’t actually know what we have in Wellingborough.”

John Cable, BID manager for Wellinborough, said: “Hidden Gems showcased some of the fabulous, quirky and unique goods on sale in our town centre.

“Wellingborough is a great town. You just need to remind and tell people about what’s on their doorstep, and that’s what we did.”