10 ANALYSIS
Shopping Centre Marketing Seminar
Thursday 20 October marked the first Shopping Centre Marketing Seminar for Centre Management, held at the Emirates Stadium in London
physical retail stores and destinations could learn from online platforms like Google and eBay, which are able to gather a phenomenal amount of information about their users. “Online is starting to strike at our Achilles
heel,” she said. “One of the reasons online is growing so fast is that they have so much information about their customers. There could be thousands of people in the mall, yet we know nothing about them.” According to Biggar, understanding shopper behaviour, using technology like Path Intelligence’s FootPath product - which tracks mobile phone signals to monitor a shopper’s path through the mall, dwell time and the frequency of their visits - can be invaluable in improving performance. She advises experimenting, holding
marketing events in quieter areas of the mall, for example, to help drive traffic there.
She gave tips and advice on customer
service and how to promote brand values and beliefs in all communications. As well as the little things that can make a big difference, like the provision of appropriate uniforms. “Understand the relationship between
Over 100 delegates joined us for a day packed full with marketing insight and advice with presentations from six leading marketers, lively panel debates and a debate-fuelled lunch.
AL Marketing AL Marketing’s Melanie Lillie kicked off proceedings with a presentation on brand building, giving M&S as a prime example and providing tips and advice on how to apply these techniques to create an integrated shopping centre brand.
the centre, what makes it special and unique, and the needs and attitudes of the customers,” she said. “Be realistic about what people like and understand what they expect from you - good customer service can make all the difference, whether the centre is big or small and irrespective of budget. “Strong marketing attracts the right
visitors, in turn helping dwell time and spend and showing retailers they are being supported.”
Path Intelligence Path Intelligence’s Sharon Biggar spoke of the value of data and research, and thinks that
SHOPPING CENTRE November 2011
www.shopping-centre.co.uk
Brandspace Brandspace’s Jens Tangen gave an insight into the mind of the media buyer and how to attract brands to take promotion space and ad sites. He advised doing reciprocal deals whereby brands might get a discount on space in return for vouchers to be used as competition prizes. Incentives like rate negotiation, facilities like broadband and wi-fi, cross-media packages and a discount for multiple venues could also go a long way. The critical factors are footfall, tenant
mix, demographic, location and dwell time. However, Tangen said that brands can be persuaded to look beyond the data. “Look at what makes people choose
certain shopping centres for a campaign and encourage them to do something different,” he said. Having the capacity to host experiential
events could be a determining factor. Experiential is one of the fastest growing areas of promotions, with shopping centres accounting for over 40 per cent of all activity.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44