Coniq’s Key 3 Tips for Optimizing Your Shopping Centre’s Marketing Strategy

Sidney Jordan is a Marketing Executive responsible for the creative development and deployment of Coniq’s content marketing. She has a BA in English Literature from the University of Leeds and specialises in producing B2B, SaaS, and thought leadership content designed to generate brand awareness, nurture leads and convert sales opportunities.

SIDNEY JORDAN MARKETING EXECUTIVE CONIQ

In uncertain times, ensuring getting the most out of your marketing budget is essential. Ensure that your marketing strategy delivers significant value to your customers, your retailers, and your retail destination!

1. Segment Your Email Campaigns

A huge amount of effort goes into obtaining your customer data. Understanding the intricacies of your customer’s shopping behavior takes time and money. This goes from knowing where your customers shop to how much they spend in-store. Once you have acquired this information, you want to ensure that you use it as wisely as possible! Too often, businesses resort to sending blanket email promotions with irrelevant information. This will only drain your marketing budget, disengage your audience and fail to provide an accurate view of your customer’s engagement! Segmentation allows you to separate your mailing list based on customer profiles and behavior, enabling you to target your most valuable and engaged members (i.e. repeat buyers or potential win-back opportunities). Segmentation can help you tailor your content to appeal to specific customer segments. This will simultaneously boost your sender reputation by making your audience feel as though you know what they like and be encouraged to interact with your campaigns. This will allow you to accurately measure the open, click-through, and conversion rates created by the marketing campaign giving you more bang for your marketing buck!

2. Share Your Data

It’s time to take a closer look at your data-sharing strategy. Having a wealth of data is fantastic, but if it’s not accessible or actionable, then it’s no good to anyone! Your retailers are your best link to your shoppers. Therefore, supplying frequent data samples to your retailers creates valuable insight that will improve and maintain lasting relationships. This data will also help you optimize your performance by comparing, analyzing, and improving your marketing strategies and your ROI! Some of the best data collection strategies leverage loyalty programs to help them better understand their customers and harness this data through specialist reporting and analytics tools.

3. Your Shoppers Come First

Consider the customer at every stage of your strategy development. Shoppers that have the freedom to choose their preferred channel, such as an App or loyalty card, tend to spend more and engage with shopping centres more frequently. Understanding your customer journey and how they experience your centre is vital for knowing what your shoppers want and how to give it to them. If you really want to get the most out of your marketing, you need to measure what campaigns work best for which customers. Consider things like:

Which marketing channels were used?

Which customer segment performed best?

Who were the top spenders?

Where did customers spend their money?

This can help you quickly learn what is the best approach for your shoppers and optimize your outcomes. Why not try to implement some of these techniques in your shopping centre? To learn more visit www.coniq.com