On the Move
THE number of people in Dublin city centre rose by 10pc as a phased return to the office began on Monday. New figures from the business organisation Dublin Town show footfall increased by 10.2pc compared with the same day last week as restrictions were further lifted. Footfall was up 16.9pc on the same day last year. Footfall was up 20.6pc on South William Street and by 19.4pc on Capel Street. The final lifting of restrictions is to take place on October 22 after the most recent relaxation on September 20.
CEO of Dublin Town, Richard Guiney, says reopening of venues will encourage people to come into the city. “Obviously there are night clubs, but there are also cultural venues as well that have been operating on a restricted basis, so we look forward to this, we think it’s going to be a very welcome development. We need to increase footfall, and we need to increase the number of people in Dublin city centre, so the more that is reopened, the better for us.”
Online sales at Ireland’s supermarkets dropped by 12.3 per cent in the past four weeks as people edged back to their pre-pandemic routines, the latest data from Kantar shows.
An extra 189,000 trips were made to the supermarket over the past three months, driven by shoppers running out for one or two items at a time rather than relying on a big weekly shop like they did during the height of lockdowns.
“Online grocery shopping has taken a backseat this month as people return to workplaces, education, and eating out. As a result, digital grocery shops shrunk by an average of four items over the course of the latest four weeks,” commented Emer Healy, a retail analyst at Kantar.
Dunnes Stores saw the greatest influx of new shoppers among all the retailers as it edged up 5.3 per cent, which contributed 32 million to its sales.
SuperValu is the largest retailer and holds a 22.5 per cent share of the market. This was driven by consumers visiting the store 7 per cent more often than they did last year.
Green means GO-OH
The pandemic has brought about obvious changes in how we work, how we behave and how we interact with people and the physical worlds around us. Whether it’s a direct outcome of Covid-19 or not, a collective increase in awareness and changing behaviours around long-term sustainability and the health of the environment are gaining momentum.
In research we conducted with Ipsos MRBI last year, exactly two thirds of the respondents (67%) said that COVID-19 has made them more concerned about the environment and 84% of respondents expect companies to clearly explain the environmental benefits of their products in their advertising. OOH advertising plays an important role in communicating these messages to a growing audience.
Even since the relatively recent release of that study, we have seen an increase in brands incorporating sustainability initiatives into their OOH campaigns. Current examples include An Post ‘Living Leaves a Mark’ and the Repak ‘Team Green’ campaigns.
An Post’s nationwide OOH campaign highlights “the big and small steps” that An Post has taken to create a better future with sustainable mail delivery, green living and more connected communities. An Post has incorporated both Classic OOH and DOOH into the campaign using multiple formats to highlight their sustainability credentials.
Similarly, Repak’s ‘Team Green’ campaign runs across multiple OOH formats to showcase a significant development in Irish recycling – that all plastic packing can now be recycled. Outdoor is playing an important role in driving awareness for such a significant development.
As a media channel with a tangible physical presence in public spaces, the OOH industry in helping Ireland continue the journey to becoming a more sustainable society with ongoing developments from a production and energy perspective also