Mall Promotion
According to JP Biswas, Head – Leasing and Marketing, L&T Realty, the events organised by the management of a mall inside the property cost a lot of money. It is therefore important that these do not merely increase the footfall for its own sake, but actually contribute to the increased sales of the tenants by driving traffic to their stores.
Typically, when we talk of mall marketing, we talk about increasing the footfalls and prolonging customer visits. Mall managers focus on events such as fashion shows for women, concerts for teenagers, car shows for men, and cartoon-character-themed events for children. These events, even when sponsored by companies like Pepsi or Coca-Cola, cost millions to put on. But they are essential because malls should be places where shoppers feel welcome even if they do not spend a single cent. In the long run, by fostering loyalty, these efforts pay off by creating customers for lifetime for a mall and its tenants.
We have seen some fantastic community programs by malls such as Inorbit with its Aikya and Bodh initiatives and the Oberoi mall with its “Make a Wish” initiative, to name a couple, which have been hugely successful and attracted considerable footfall numbers.
Marketing initiatives that are focused towards attracting more footfalls work at the time of the launch of a mall, or in case of a re-launch. The instance of the CentralWorld mall in Thailand, which was burnt down during the country’s worst political unrest in 2010, is quite apt. When it re-opened after six months of renovation, one of its main objectives was to regain the footfall numbers that the mall enjoyed before closing down. It was critical for it to make its customers feel as much at home as they used to like in the earlier days.
The marketing departments of malls in India still feel it is paramount to project the idea of the property being a part of the local communities. This year too, there will be plenty of events held like concerts, summer
Typically, when we talk of mall marketing, we talk about increasing the footfalls and prolonging customer visits. Mall managers focus on events such as fashion shows for women, concerts for teenagers, car shows for men, and cartoon-character-themed events for children. These events, even when sponsored by companies like Pepsi or Coca-Cola, cost millions to put on. But they are essential because malls should be places where shoppers feel welcome even if they do not spend a single cent. In the long run, by fostering loyalty, these efforts pay off by creating customers for lifetime for a mall and its tenants.
We have seen some fantastic community programs by malls such as Inorbit with its Aikya and Bodh initiatives and the Oberoi mall with its “Make a Wish” initiative, to name a couple, which have been hugely successful and attracted considerable footfall numbers.
Marketing initiatives that are focused towards attracting more footfalls work at the time of the launch of a mall, or in case of a re-launch. The instance of the CentralWorld mall in Thailand, which was burnt down during the country’s worst political unrest in 2010, is quite apt. When it re-opened after six months of renovation, one of its main objectives was to regain the footfall numbers that the mall enjoyed before closing down. It was critical for it to make its customers feel as much at home as they used to like in the earlier days.
The marketing departments of malls in India still feel it is paramount to project the idea of the property being a part of the local communities. This year too, there will be plenty of events held like concerts, summer