33 CHRISTMAS
pinch financially so this is the time when retailers need to give their customers a bit of light relief and put some entertainment back into shopping,” says David Ringer, general manager at TCC UK & Ireland. “Shopping centres will go part of the way with experiential
activities to tempt customers in, but retailers inside the malls need those shoppers to be persuaded to go into the stores and spend some money.”
Ringer advises malls to link promotions to their retailers to
deliver sales on top of the footfall provided by Christmas themed activities. “Our experience shows that these promotions provide a fantastic
opportunity for retailers to build loyalty, increase basket spend and encourage repeat purchase,” he says. TCC worked with Dream Mall, one of Taiwan’s biggest shopping
centres, to create a Paddington Bear promotion which linked the retailers together and drove sales. There was plentiful branding across the mall and in the stores,
life-sized Paddington Bears, Paddington meet & greets and a whole host of family experiential events. On top of this customers could collect points linked to spend to be redeemed for Paddington Bear soft toys. “The promotion was a huge success with an 18 per cent increase
in turnover during the course of the promotion and a 1.1 per cent growth in basket spend,” says Ringer. “The sales increase came from much greater conversion rates, a stretch in spend, an increase in dwell time and giving shoppers a compelling reason to spend in the mall instead of the high street. “Customers are not motivated or stimulated by huge discounts
and sales prices. We would encourage shopping centres not to develop their Christmas grottos and animations in isolation but to look at creative ways of extending the fun into the individual stores inside the centre to drive revenue and build loyalty. That way customer footfall is more likely to stay high into the New Year.” There is a whole spectrum of imaginative concepts and ideas
available on the market to enthral Christmas shoppers, leaving little excuse for boring displays or a lack of experiential activities. “I can’t believe they still use sheds for grottos and those revolting nodding gnomes in shopping centres,” says Glancy. “They’re dreadful and there’s just no excuse. “We’re surrounded with great design. Why not use it?”
Find out more: For more information, please contact the author or visit the website:
mia.hunt@
jldmedia.com
www.shopping-centre.co.uk February 2011 SHOPPING CENTRE
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