FEATURED FEATURE MEMBER
How Shopping Malls Can Improve Sales Through Marketing Waleed Al-Toukhi is a dynamic and creative branding & marketing expert with more than 16 years of experience developing and executing business and marketing strategies. He has demonstrated the capability to scale marketing initiatives in line with growth objectives. Waleed gained an indepth understanding of marketing and communications strategies and he has a strong record of managing and motivating teams that achieve results.
I
n a retail landscape that becomes more challenging by the day, a good sales marketing plan is essential to entice more customers and retain tenants. This is also especially true for urban environments where a multitude of options, landscapes and entertainment prevails.
Waleed Al-Toukhi
This article will explore how shopping malls can increase traffic to their spaces. But before we explore the solutions, let’s look at the challenges that shopping malls face today and why a marketing plan is necessary.
malls no longer compete with high street stores or other shopping centres in large cities but with digital platforms that transform the user experience.
CHALLENGES OF MALL MARKETING Dynamic Market Shopping malls today have become centres designed to entertain and satisfy visitors. As a result, there is a significant shift in how people perceive a shopping mall. They want an experience that transcends from regular store shopping to something leisurely and fun.
Marketing Executive Director Abdullah Al Othaim Investment Co.
Now let’s explore how marketing can help shopping malls to attract and retain tenants and customers.
HOW A GOOD MARKETING STRATEGY CAN HELP SHOPPING MALL A sound marketing strategy is a sure ticket to increasing customer traffic in shopping malls. Below are some ideas and strategies to increase the footfall of your malls.
Today, the retail formats are dynamic and constantly being reinvented. Due to this unpredictability, nobody knows how long these spaces will stay active and where the sector is headed. A Rise in Online Shopping Trends We have recently observed a surge in online shopping, forcing shopping mall owners to explore increasing traffic to their stores. Investment funds and giant multinationals control shopping centres. Mall owners lease their premises to retailers and franchisees who operate their business in that space. However, with the rise in online shopping, more people stay at home rather than visit malls to buy the things they want. With low traffic, store owners are forced to assess whether their physical outlet is profitable. If their online store performs better than their retail store, they will eventually consider closing their mall store and concentrate on online sales. This is the main problem for mall owners who rely on retailers and franchisees to profit from their space. New Competitors As retail stores are threatened by online shopping, food delivery platforms and on-demand television series are also taking the limelight away from malls and bringing entertainment and food into homes with greater convenience. This means that shopping
RETAIL PEOPLE . MAY - JUL 2022
.24
Attract shoppers by creating a prominent online presence. Use promotions, deals, and online advertising to increase sales. Collect contact details and target customers with personalized communications. Conduct giveaways and promotions for a new product launch or best brands. Share exclusive rewards for repeat customers to encourage more sales.
MARKETING STRATEGIES THAT WORK Shopping mall owners and managers can use various tips and tricks to engage retailers and customers to achieve the ultimate goal: higher sales. A good marketing strategy can help malls remain profitable while maintaining their competitive edge.
