The Hunt Takes Aim

Customer Service, Design Studio

Richmond Centre’s advertising campaign, “The Hunt”, aims to identify with anyone who’s bagged the ultimate shopping trophy.

At Richmond Centre in Richmond, British Columbia, shopping is all about bagging the perfect trophy thanks to the mall's new advertising adventure. The Hunt campaign aims to identify with anyone who's bagged the ultimate shopping trophy, be it th[...] Tactics Subscribers Read More...

Shopper Rewards

Gifts with Purchase, Loyalty Programs, Sales Promotions & More

Galleria at Tyler knows the value of its marketing tools. Its revamped ‘Shopperewards’ gift-with-purchase and customer loyalty program is designed to increase sales and visit frequency, and it certainly does so.

After revamping its Shopperewards program in 2003, it's very apparent that Galleria at Tyler knows the value of its marketing tools. The new version of this monthly gift with purchase and customer loyalty program is designed to increase store sa[...] Tactics Subscribers Read More...

Your Mall: Secure and Accessible

Property Management, Shopping Center Business, Wayfinding

Very often, wayfinding and security fall under the operational umbrella. If your mall’s signage isn’t helping drive traffic, and your security lacks perception, then it’s likely affecting your marketing initiatives.

Operations at your mall may have its own budget and even its own manager but whether you're a marketing director or a mall manager, operational decisions directly affect the marketing of your mall. Very often, wayfinding and security fall und[...] Tactics Subscribers Read More...

Back to School Grabs

Gifts with Purchase, Sales Promotions, Sales Promotions & More

A column on gifts with purchase.

Back to School, Back to Class, whatever you want to call it, the early fall merchandising season is about much more than promoting school supplies and lunch boxes. Credit it to savvy young shoppers, Back to School now translates into Back to Fas[...] Tactics Subscribers Read More...

The Great Escape

Advertising Creative Design, Design Studio

Bluewater uses “quiet” advertising to offer its shoppers the gift of travel.

If the world of fashion had to pick a universal symbol, the trusty coat hanger would undoubtedly make the short list, alongside the high heel and the tie. A hanger is practical yet evocative of choice garments worth preserving, and it was the pe[...] Tactics Subscribers Read More...

Playing for Keeps

Customer Service, Services

Alan Jones of Bluewater brings a fresh approach to shopping centre marketing.

From the moment Bluewater opened its doors in Northwest Kent in 1999, it was clear that this wouldn’t be an ordinary mall. And after sitting down with marketing manager Alan Jones this past February, we gained a better understanding of why. [...] Tactics Subscribers Read More...

Promoting Best Practices

Shopping Center Business

The PMA’s Good Practice Guide aims to support industry-wide standards for shopping center marketing.

The annual spend on shopping centre marketing has been estimated at more than £80 million. It is a hefty investment that leaves many landlords and tenants questioning the effectiveness of the expenditures. So they set out to find answers and th[...] Tactics Subscribers Read More...

Money Matters

Marketing Budgets, Shopping Center Business

Getting big results with a meager budget.

You have all been there. That moment when your stomach gets in a knot because you're expected to develop yet another highly effective marketing program on a shoestring budget. And when you look at what the competition is doing, it always seems t[...] Tactics Subscribers Read More...

That’s Entertainment!

Entertainment, Special Events

Clowns and magic shows are no longer enough to impress savvy consumers inundated with increasingly sophisticated retail entertainment choices.

It’s official, mall entertainment is back in fashion, but does it add value to your shopping center? When you look back at how the trends of entertainment have changed over the past 10 years, there was a time when almost every center in the UK[...] Tactics Subscribers Read More...

Recognizing the Hidden Value of Shopper Information

Customer Service, Shopping Center Business

From consumer age and household income to their brand preferences and buying habits, shopper information helps marketers gain a clear understanding of their target audience.

The marketing of your shopping center involves creating the right experience for visitors, developing new market-driven initiatives and staging the right mix of special events. Yet the most valuable commodity being traded on the mall floor these[...] Tactics Subscribers Read More...