SCC5
FEATURE: COMMERCIALISATION
If individual pods were branded as Marvel or Classic Media, they Morris points out that, although spend is down, people are
could be put side by side in a shopping centre to appeal to older still looking for ways to entertain their families. So managers
children right through to the very young. “It effectively doubles the need to sustain footfall levels by encouraging people to spend the
age range,” Smith affirms. afternoon in their shopping centre. The karts provide a unique point
But having met the childrens’ requirements, Smith has taken on of difference in this regard. “If there are two malls nearby and one
an altogether more challenging audience: their parents. “Attracting has the kiddie karts, that might be the deciding factor for a family,”
the parents’ attention and drawing their interest is the real difficulty. Morris asserts.
To do this, we’ve included a screen on the outside showing an Echoing Smith’s vision for Kids TV, Boobaloo karts offer
advertising loop or other information which adults can watch while optimum advertising space. After realising the potential for
their children are in the pods.” selling space on the sides of the karts, Morris has been selecting
And as a commercialisation tool, the advertising potential is vast. advertisers depending on their suitability. “I’ve been able to
Not only can brands advertise on the external screen, but a voucher- cherry-pick children’s-based companies. The milkshake company
printing system allows advertisers to link commercial messages on ShakeAway advertises on karts at the Dolphin Centre in Poole,”
the screen with a promotional voucher that can be used by shoppers he confirms.
in the centre. Bluetooth technology adds another dimension, allowing There is also scope for landlords to really support their retailers
advertisers to market to shoppers within a pre-defined area around through harder times. “Shopping centre managers can promise
the kids’ pods. tenants advertising on the pods as part of the service charge. They
But Smith does admit one flaw: “My only criticism is that we can give something back to their retailers.”
charge £1 for children to watch the cartoons they could be watching However, as with any product, the success of the karts
at home. depends largely on the centre’s management. “Centres have to
“That’s why we want to invest more of our budget into education. really want to make them work,” stresses Morris. “Kingfisher centre
The touchscreen capability means that education and gaming can in Redditch are spot on. They knew exactly where the karts were
be brought in. We’re talking to a number of children’s education going to go, and they market them on posters and on the website.
companies to get the right media properties inside our pods.” But the Frenchgate centre in Doncaster was making a lot less
money than Kingfisher despite having a bigger fleet. I had to go in
ride Along and tell them where to place the karts.”
Another product very much in the spirit of commercialisation is Morris’s theory is that smaller centres can install and operate
the Boobaloo Kiddie Kart. Used in several centres up and down the the karts far more easily because there are fewer levels of
country, the karts allow children to ride around the centre while their management. With larger corporate centres, the process takes a
parents shop. lot longer. “It’s the nature of the beast,” he admits.
“It’s about making the shopping experience easier for families with
children,” begins Boobaloo director Robert Morris. Find out more:
“Parents can either put their kids in a ride that last for 30 seconds, or For more information, please contact the author or visit the website:
they can rent out a kart which the children can enjoy for a couple of hours.

www.shopping-centre.co.uk/commercialisation
And there are baskets on the top of the karts to carry any shopping.”

lauren.vanderkar@jldmedia.com
www.shopping-centre.co.uk January 2010 SHOPPING CENTRE
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