30 SECONDS WITH…
RETAILER NEWS Another season of change in Centre with new stores and refurbishments! We would like to welcome Bing Boy and Airflex to Eastland. Betts for Her and The Coffee Club have also undergone refurbishments and both look fantastic! Congratulations on your new store fitouts and a big welcome to our new brands!
CHANTELLE FROM AIRFLEX
How did you celebrate Christmas? Coming from a Dutch family, we celebrated Christmas on Christmas Eve and had a wonderful dinner with my parents, brother, sister and nephews, and of course lots of presents! What style of footwear can you not live without? Wedges What do you do for fun when you’re not at Airflex? Love to read and enjoy a sunny Sunday afternoon with friends Favourite holiday destination?
BING BOY
AIRFLEX
Bing Boy is located in the Food Court, next to Dumplings Plus
Airflex is located on Level 2, between Witchery and Betts for Her.
New Zealand and Thailand What are your summer holiday essentials? A good spray tan Favourite song on the radio?
OPERATIONS CORNER A timely reminder that procedures must be followed, in order to arrange for any works to be undertaken within your tenancy. Unfortunately we have had an incident where a contractor, who was not inducted, set off a fire alarm and as a result the Retailer has had to pay the Metropolitan Fire Brigade (MFB) attendance costs. Should you require any external personnel to perform works within your tenancy, they must be inducted online at www.eastland.com.au a minimum of 24 hours prior to commencement of work after first contacting Centre Management to obtain the username and password for Eastland. Contractors must provide documentation to verify current Public Liability cover and Workcover certification. Unless this procedure is implemented, contractors will not be permitted to commence work on site. All works are to be performed outside of trading hours unless authorised by Centre Management. Please note that should a staff member not be in attendance when after hours work is carried out, a security presence will be required at the retailer’s cost.
BRAND IQ OFFER
Digital Advertising Opportunities With the launch of our new online platforms, advertising is now available to retailers and brands which allows specific content to be targeted to consumers throughout the shopper journey; across mobile, tablet and desktop. Packages can be customised depending on your business objectives; options include enhanced offers packages, digital display advertising across desktop and mobile, events listings and more.
EDITION 3 FOR 2013/14
If you would like to find out more about the opportunities available and discuss rates, please contact our Brand iQ Manager Mardi ‘Alatini on 03 9847 5721 or m.alatini@el.qic.com.
Lana del Ray – Young & Beautiful
STAFF REWARDS! BETTS FOR HER
THE COFFEE CLUB
Betts has had a makeover on Level 2, located next to My Size.
The Coffee Club had a minor refurbishment on Level 2, located next to Holdsworth Jewellers.
Did you know that staff working in Centre can apply for a Staff Discount Card, entitling you to many discounts exclusive to Eastland employees? Visit the Customer Service Desk on Level 2 to collect yours. Ensure you bring your name badge and payslip as proof of employment.
PUBLIC HOLIDAYS
*Stores wanting to trade outside of these hours should contact reception on 9870 8377 **Myer, Kmart, Big W, Hoyts, Supermarkets, and selected specialty stores ^ Please note that should your store wish to trade prior to 1pm on ANZAC DAY that they must meet the conditions as set by Victorian Law – please visit http://www.business.vic.gov.au/operating-a-business/how-to-start/trading-hours/operating-on-a-publicholiday for exemptions.
CHRISTMAS
Over 15,000 entries were received for the Win a Classic MG’ competition, which is a fantastic result! Congratulations to Russell C from Mooroolbark, the proud new owner of the 1970 MG – what a fantastic present to unwrap on Christmas Day!
WELCOME TO INSIDE EASTLAND
Russell and his wife had always planned to drive down the Great Ocean Road with a convertible and now has every reason to start planning that holiday!
Make sure you pencil in the below Public Holiday Trading Hours in your diary. With regards to Easter, all majors will be trading on Easter Sunday and this is an opportunity for specialty stores to gain an extra trade day. If your store plans to remain open on Sunday 20th April, please contact the marketing team on 9870 8377 or marketing@eastland.com.au to allow the details to be uploaded onto our website. Trading hours will be promoted via in centre signage, social media, website and e-newsletter distribution. Labour Day, Monday 10th March - 10am – 5pm Good Friday, Friday 18th April - CLOSED (except Hoyts and restaurant precinct) Easter Saturday, Saturday 19th April - 9am – 5pm* Easter Sunday, Sunday 20th April - 10am – 5pm** Easter Monday, Monday 21st April - 10am – 5pm ANZAC Day, Friday 25th April - 1pm – 9pm** Queen’s Birthday, Monday 9th June - 10am – 5pm** Melbourne Cup Day, Tuesday 4th November - 10am – 5pm** Christmas Day, Thursday 25th December - CLOSED Boxing Day, Friday 26th December - 9am – 9pm
IN REVIEW
Welcome to Edition 3 of Inside Eastland 13/14. The last quarter has certainly been a whirl of activity from all perspectives with the Development works progressing in earnest now, and promotions and changes aplenty in the Centre. We appreciate the patience of everyone as we embark on this journey, and are always very happy to field any queries or enquiries in relation to changes, works, upcoming moves and so on. As Centre plans and visuals are finalised ongoing, we will be sharing these with Retailers and Customers in the upcoming months - both in Centre and digitally. We also want to remind you to provide us with your email contact details if you haven’t already, in the event that you want to be included on our Retailer contact database in relation to Development communiqués.
During our campaign period, we also rewarded staff who were seen wearing their “Win a Classic MG” badge in December. Well done to those nabbed, they all received a FREE movie pass for their efforts. We gave away over 40 passes to Centre staff! We would finally like to thank all retailers for their assistance in driving the competition and distributing entry forms for the Christmas promotion. Retailer participation in promotions is a key factor of the effectiveness of the campaigns.
DAYLIGHT SAVINGS Victoria’s period for daylight savings will end on Sunday 6th April 2014. At the end of daylight saving period, please ensure you move your clock back one hour at 3am Eastern Daylight Savings Time to 2am Eastern Standard Time.
CENTRE CONTACTS Paula McCleary Alison Marie Julie Watson Andre D’Lasselle Mardi ‘ Alatini
FREE PARKING
Centre Manager Retail Manager Marketing Manager Operations Manager Brand iQ Sales Manager
Follow us on Facebook
p.mccleary@el.qic.com a.marie@el.qic.com j.watson@el.qic.com a.d’lasselle@el.qic.com m.alatini@el.qic.com
¢ 20
Centre Management Office: Phone (03) 9870 8377, Fax (03) 9879 5626 Emergency Security Mobile (24 Hours): 0400 565 326
MYER • BIG W • KMART • COLES • WOOLWORTHS • HOYTS • 230 SPECIALTY STORES
Maroondah Highway, Ringwood Phone 9879 7171 eastland.com.au
In relation to the Christmas and post trading period, food retail, takeaway food, women’s apparel and footwear were the best performing categories in the Centre, and our MG classic car competition was popular
with the masses. Our most successful period on a comparative basis was the Christmas week including Boxing Day with some particularly strong foot traffic numbers evident. We are currently working hard on our Autumn Winter Fashion campaigns and Loss Leader promotions in the Fresh Food precinct. We also continue to work on our traffic generating events strategy, securing performances such as the Andre Rieu appearance last quarter. I would like to take this opportunity to wish you and your families a Happy New Year and all the success in the world for 2014. See you in the Centre.
Paula McCleary Centre Manager
WHAT’S INSIDE EASTLAND? | MARKETING MATTERS | CHRISTMAS 2013 | RETAILER NEWS | IN REVIEW | BRAND IQ OFFER
MARKETING MATTERS We hope you had a fantastic festive season and you are re-charged for another year. Bring on 2014! Despite Christmas being over, we continued with another busy couple of months with post-Christmas sales and School Holiday entertainment. Valentine’s Day is also just around the corner – be sure to let the marketing team know your special Valentine’s Day offer to further promote through our Facebook and Instagram as well as VM displays. We also encourage all retailers to upload gift ideas to our website, please contact us if you still require a login. Our Autumn Winter Fashion is soon to kick off. Fashion stores will have the opportunity to feature product in our AW magazine which will be distributed to 105,000 homes in the trade area. If you have not received your retailer packs mid-February, please contact the Marketing department.
SENSATIONAL SPECIALS CAMPAIGN A new initiative for fresh food has been implemented that includes weekly 20c loss leaders in the fresh food market. Campaign elements include: 1. Sensational Offers: Every Friday from 11am - 3pm on receipt of purchase from participating Feastland stores, customers are able to redeem loss leader items at the discounted price of 20c. In January, we gave away bottles of Coke, bread, eggs and coffee for 20 cents each! The campaign so far has been very well received, and we look forward to continued positive results from the campaign. All proceeds raised during the campaign is donated to the Hope City Mission.
COMING UP VALENTINE’S DAY Did you know Valentine’s Day is called “All Hearts Day” in Scandinavia? In Latin America, people celebrate and show their appreciation for their family and friends on the same day, which is called “Day of Love and Friendship.”
EASTER
Easter is also fast approaching! A peak period for fresh food, gifts and not to mention chocolate and hot cross buns, Eastland will be celebrating Easter with food demonstrations and sampling with the Galloping Foodie, Peter Green. The demonstrations will be held in the Fresh Food Mall on the weekend before Easter (11th – 13th April) and will help drive add-on sales in preparation for Easter celebrations.
The Winter Fashion Campaign will commence on Monday 17th March. We have continued to utilise iconic locations within the Eastern suburbs to appeal to customers. This season Healesville Sanctuary will form the iconic backdrop for our campaign and is designed to showcase the retailer offer available at Eastland. All retailers have been issued your participation packs for this campaign, please contact us if you wish to discuss your store’s participation further.
AUTUMN WINTER 2014
The Easter campaign will be further supported with an e-newletter distributed to our 11,500 members, a dedicated Easter webpage, Facebook posts and a single-page spread in the Maroondah Leader newspaper.
2. Win a $1000 Shopping Spree: To compliment the Sensational Specials, customers who present a receipt from the Fresh Food Mall will be eligible for an entry form for their chance to win a $1000 Shopping Spree, which will be drawn in April.
A friendly reminder to retailers to upload their offers and images on our website to help provide inspiration for our customers. Eastland Marketing will also be featuring top Easter items on the Centre’s Facebook page and Instagram in the lead up to the Easter period.
3. Fresh Food Tastings: The Fresh Food Mall will also see our resident chef Peter Green, The Galloping Foodie, with fresh food tastings, recipes and exciting food ideas, from Thursday to Saturday weekly, 11am - 3pm.
STYLE SANCTUARY GIVEAWAY
SEE INSIDE FOR DETAILS
STYLE
THE TOP 10 TRENDS HOT OFF THE A/W CATWALK
Also, did you know retailers can utilise our PA system to promote their store and special offers? This FREE service is available to all retailers and can help stores further promote in-store campaigns and drive sales. If you are interested in taking advantage of this, please email Marketing with your offer and time period. Forms can also be collected from Centre Management.
WORK IT
Valentine’s Day is just around the corner! This campaign period is a fantastic opportunity to drive sales to your store as customers search for the perfect gift for their special someone.
FASHION WORKSHOP IN CENTRE
N
MOTHER’S DAY This year’s Mother’s Day campaign will commence on Monday 21st April and feature Healesville Sanctuary as the photographic backdrop. Through the alignment with natural geographic locations, we continue to position our brand to create a stronger emotive connection with Eastland.
Wishing you all a Happy New Year! Julie, Aimee & Mel 20c
The Marketing Team 20c
The campaign is designed to drive sales and traffic in this key retailer period and will be assisted through a gift with purchase promotion. Selected secondary catchments will also be targeted during the lead up to Mother’s Day, with a free Linen House bathrobe offer.
Vivian Fung / Shutterstock.com
20c
eastland.com.au
Shot on location at Healesville Sanctuary
Concept artwork only
*
As a key experiential activation for Autumn Winter fashion, a series of interactive mirrors will be installed in Centre. Customers are invited to step up to the Photobooth for an instant photo. All photos will be automatically uploaded onto our Facebook page and feature an Eastland or retailer frame at random. Those who have a retailer frame will instantly win a prize from the featured retailer. The Winter Fashion campaign will be promoted in the following ways:
If you have any queries or would like to discuss marketing opportunities for your store, please don’t hesitate to contact the Marketing Team at Centre Management on 9870 8377 or email marketing@eastland.com.au
Left to right: Julie, Aimee, Mel
WINTER FASHION
20c
Our Loss Leader campaign has been promoted in the following ways: 1. Flyers distributed to 42,000 households across the total trade area and selected pockets from our competitor catchments. 2. Press advertising in the Maroondah Leader newspaper. 3. E-marketing – information on the campaign is available on eastland.com.au and an e-newsletter was sent to our database of over 11,500 members. 4. Social marketing – posts and photos on our Facebook page with over 11,500 likes. 5. In-centre signage, posters in addition to flyers available throughout the Centre.
SNEAK PEAK - APRIL SCHOOL HOLIDAYS This April, Eastland will be presenting a unique attraction called Animal Art Studio in Centre. This attraction aimed at the young and old will see decorated fibre glass farm animals placed at Centre Court’s Craft Village, and around the Centre. Each of the animals will be decorated by local community groups and we hope some interested Eastland retailers. At the Craft Village, Eastland will be exhibiting the animals and holding ‘Paint Your Own Animal” workshops where children (and adults) can paint their own figurines. We are incredibly excited with this concept and are looking forward to promote Eastland as the destination for entertainment and a leader in the Eastern community, and of course, getting our retailers involved! Please keep an eye out for your Retailer Packs which will be distributed in February.
MakE MUM FEEL LikE A STAR Mother’s Day Hoyts movie give away
give mum the celebrity treatment this Mother’s Day with a trip to the movies. Simply spend $80 in centre and receive 1 Hoyts ticket, or spend $120 to receive a Hoyts double pass. *
Terms and conditions apply.
Free Parking
Follow us on Facebook
Concept artwork only
*
eastland.com.au
Keep an eye out for the Mother’s Day Retailer Pack which will be distributed in late March.
1. A4, 20 page Magazine distributed to 105,000 households across the total trade area and selected pockets from our competitor catchments. 2. In-centre signage including vertical and horizontal banners, posters and wayfinders. Magazines will also be available throughout the Centre. 3. Themed visual merchandised fashion displays and entry points. E-marketing – information will be available on eastland.com.au and an e-newsletter will also be sent to our database of over 11,500 members. 4. Social marketing – posts and photos from the Photobooth will feature in our designated photo album on our Facebook page with over 11,100 likes.
STYLE SANCTUARY Autumn Winter Fashion 2014
Explore the styles this season as we take you on a journey into the fashion wilderness. Animal Prints, Punk, Monochrome, White Out and more key trends are setting the scene at Country Road, Witchery, Forever New, Swarovski, Diana Ferrari, as well as 230 specialty stores. *
Terms and conditions apply.
FREE PARKING
Follow us on Facebook
eastland.com.au
VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL Eastland are again proudly partnering with the Virgin Australia Melbourne Fashion Festival in late February and early March. We will be running a Fashion Hunt competition in Centre, whereby customers receive clues via social media and search for the hidden prize. Popular Fashion Bloggers in Melbourne will also be supporting the campaign to drive reach. In addition, we will be conducting an Eastland membership drive, encouraging customers to sign up as a VIP for their chance to win VIP tickets to the Virgin Australia Melbourne Fashion Festival events.
Come find us on Instagram @eastlandshoppingcentre’