Mall System Recognizes Car License Plates

No more parking lot “squatters” stealing spots from shoppers at Macquarie Centre.

Shopping at Macquarie Centre has its privileges, and they begin as soon as you drive up to the property. The North Ryde, Australia, mall is using license place recognition (LPR) technology to identify and reward its customers—the real ones. [...] Tactics Subscribers Read More...

On Park Duty

Customer Service, Mall Security, Parking, Services

Public/private partnership has mall volunteers pull shift at their local park for special events in exchange for help with security and parking.

Malls usually count on partner organizations to stretch their promotional budgets and support their events, but Tysons Corner Center is seeing its relationship with Fairfax County Parks & Recreation from a different angle. Volunteers from the[...] Tactics Subscribers Read More...

Parking Perks

Loyalty Programs, Parking, Sales Promotions

VivoCity’s sales promotion doubles as a loyalty program, offering customers free parking.

Singapore’s VivoCity is revving up sales and giving shoppers an incentive to join its loyalty club with a car park promotion. For every SGD 50 (approx. $35) spent in one day (maximum of three combined receipts), shoppers earn one loyalty point[...] Tactics Subscribers Read More...

Hats Off!

Parking, Property Management, Sales Promotions & More

After an earthquake, Glendale Galleria’s parking garage had to be rebuilt, adding to an already negative perception that it was difficult to park at the mall. A promotion was developed to get the word out before the holiday season. Giveaways—including a new car, reserved parking spaces, and gift certificates—were promoted through direct mail sent to 135,000 households. Radio ads, greeters, and signage all helped reinforce the promotion. The campaign resulted in a 15% increase in sales, as well as a fresh database for future advertising thanks to 80,000 contest entries.

Last January’s earthquake shook up much of the San Fernando Valley, including Glendale Galleria in Glendale, California. According to Marketing Director Melissa Beissner, the mall’s 1,500-space parking garage had to be completely rebuilt, ad[...] Tactics Subscribers Read More...

Free Parking

Customer Service, Parking, Property Management

Rivercenter, like many downtown malls, wasn’t a stranger to complaints about traffic and parking. A two-hour free parking program showed that it wasn’t fulfilling its shoppers’ needs, so Rivercenter mailed out brochures featuring 12 free all-day parking passes, along with discount coupons and VIP cards. The program generated an average of 31 cars per day, creating $554,778 in potential sales. Overall mall sales increased 20 percent.

Like many downtown malls, Rivercenter in San Antonio, Texas, received typical complaints from its shoppers about traffic congestion and parking. In addition, many local residents were unaccustomed to paying for parking, and results from a two-ho[...] Tactics Subscribers Read More...