INSIDE
OC TOBER 2 014
T H E N E W S L E T T E R F O R R E TA I L E R S O F E A S T L A N D
KEY DATES MON 29 SEPT SUN 26 OCT:
SPRING SUMMER 14 CAMPAIGN IN CENTRE
NEW LOOK NEW EASTLAND W
elcome to our new look Inside Eastland. This retailer exclusive newsletter will be your guide for current events, news and updates. This month, we welcome our Spring Summer 14 campaign, which will bring
some much needed colour and frivolity coming out of winter. Christmas is just around the corner and we encourage retailers to prepare for the season ahead, paying particular attention to store presentation read on for some tips of the trade.
SAT 18 OCT: Remember to visit Eastland’s new blog East&Co, which showcases the finest offerings of eastern Melbourne’s new urban centre at eastandco.eastland.com.au. Happy retailing! Alison Marie, Centre Manager, Eastland
YARRA VALLEY RACES FASHIONS ON THE FIELD HEAT 1 IN CENTRE
SUN 19 OCT: MISS TOURISM COMPETITION
MON 27 OCT:
MAROONDAH BIZWEEK’S WOMENS LUNCH
MON 27 OCT: CHRISTMAS DECORATIONS INSTALLED
INSIDE
SUMMER OF STYLE
This season is all about tropical fever and Spring Racing style. The Spring Summer Fashion campaign will be launched this month and features a vibrant tropical theme. The campaign is designed to drive average spend and visitation through our loyalty program platform. Customers will be rewarded with a $20 Myer Gift Card for spending $100 at any of our Fashion and Accessory stores. The campaign will be supported by our sponsorship of the Yarra Valley Races and social media activations. A key feature of the campaign will be Eastland’s sponsorship of Fashions on the Field at the Yarra Glen Racecourse on Cox Plate and Melbourne Cup Day. Customers will be able to experience the spirit of the races with Heat 1 of Fashions on the Field taking place here at Eastland. We will also be hosting the preliminary finals of Miss Tourism on the same weekend, to drive traffic to the Centre during this key trading period. Haven’t received your Spring Summer Retailer Pack? Contact the Marketing team on marketing@eastland.com.au
THE LUST LIST
Sally Spratt created The Lust List back in 2013 to turn fashion pieces she coveted into a visual wish list. “If I can’t have them, I’ll draw them,” Sally says of her blog, which is now a successful website that boasts over 50,000 Instagram followers.
The Lust List will be appearing in Centre on Saturday 18th October from 12pm - 4pm, opposite Forever New.
DEVELOPMENT UPDATE
O
ver the past few weeks you would have noticed objects around the Centre turning neon pink and some objects featuring the word P.O.P across them. A platform for open discussion, P.O.P. is an Eastland initiative that harnesses the power of the people and invites the community to become collaborators in the future of Eastland. Customers have the opportunity to contribute to weekly questions posted on the East&Co blog. Join the conversation at eastandco.eastland.com.au #popeastland @eastlandshoppingcentre
ACCESS CHANGES
PETER JACKSON ENTRANCE
To allow for further works in the south along Plaza Centre Way, there will be a slight reconfiguration of the Peter Jackson entrance walkway through the carpark, with minimal impact to pedestrians.
EASTERN CARPARK ENTRY CHANGES & CLOSURES To facilitate the new Eastern Mall, some necessary closures are required. We anticipate access to the Centre from the Riot Art&Craft entrance on Level 1 and the Bank MECU entrance on Level 2 to be closed from mid October onwards. Centre access will remain from within the Eastern Carpark via the Hoyts, Big W and Coles entrances.
WATCH AS WE BUILD THE NEW EASTLAND: CUSTOMERS NOW HAVE THE OPPORTUNITY TO TAKE A GLIMPSE BEHIND THE SCENES. Equipped with binoculars, the viewing platform on Level 3, near The Pancake Parlour, allows customers to see the current demolition works taking place in the Eastern/Warrandyte Road multi-deck carpark; this area will soon become the new Eastern Mall. When walking to and from the station can also get a glimpse behind the scenes through windows along the Melbourne Street walkway.
TRANSPORT
SHUTTLE BUS
NEWS
EASTERN CARPARK PEDESTRIAN RAMP
Demolition works within the Eastern/Warrandyte Road multideck carpark is progressing well. Further works are required to provide for a new lift, which will open in conjunction with the Stage 5 development. To achieve this, the pedestrian ramp in the Eastern Carpark has closed. A new pedestrian ramp has opened on Level 2 (purple) in the Eastern Carpark, giving customers easier access to and from the Centre. Customers must now access the Centre via the level where they are parked. However access from the Mezzanine Level 1M (green) is available via the pedestrian ramp to Level 1 (orange) only. To assist customers with the change we have installed additional signage. Should you have any queries at all, please do not hesitate to contact the Centre Management team on (03) 9870 8377.
MONTHLY PROGRESS EASTLAND TRANSFORMATION TIMELINE
LATE SEPT
W
e are excited to announce the arrival of our new courtesy shuttle, providing shoppers easy access to and from Eastland and Ringwood Station. The service runs daily Monday until Friday, 10am to 3pm.
Pick up and drop off locations:
• Outside Coles/Medicare Entrance, Level 1 • Outside Woolworths/ Newsagency Entrance, Level 1 • Ringwood Station Bus Stop, Maroondah Highway For more information visit eastland.com.au or pick up a flyer in Centre.
• One concrete pour per day (800m2); 40 concrete trucks per day • Completion of the pedestrian ramp demolition in the Eastern Carpark • Commencement of internal paint testing in the Centre
EARLY OCT
• Pedestrian ramp minor reconfiguration at Peter Jackson entrance • Erection of the fifth crane, along Ringwood Street • Completion of east bulk excavation
I am not a shopaholic. I’m helping the economy. - anonymous
INSIDER
MARKETING COMMS
STAY CONNECTED AT EAST&CO Check out East&Co, the digital home of the new Eastland. The blog showcases the finest offerings of eastern Melbourne’s new urban centre, providing a digital dose of inspiration and a taste of what’s to come. eastandco.eastland.com.au
MARKETING MATTERS
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THE MONTH IN REVIEW
t’s not long until Christmas now! We’re making a list and checking it twice. We are currently finalising all things Christmas and will be sending through a Retailer Pack this month highlighting important information including trading hours, exciting events and campaigns. Stay tuned!
THANK YOU REWARD PROGRAM Thank You is Eastland’s new Reward Program. This rewards and recognition based program will utilise Eastland’s current membership database and aims to thank our loyal customers through exclusive offers, events, competitions and gifts. We’re spreading the word about Thank You through the following mediums:
September was a big month. We celebrated our dads and welcomed Croydon’s Mens Shed as part of our Father’s Day campaign. Our $20 JB Hi-Fi gift card giveaway for customers was very successful and were all quickly snatched up. Thank you to all of the retailers who supported the campaign by wearing their competition badges (see photos in the newsletter)! Our Dinosaur Adventures exhibition has been extremely popular. We have received lots of positive feedback about the Centre displays, activities on offer and have seen plenty of happy kids and adults about! The installation will be here until Sunday 12th October so there is still plenty of time to dress up your store windows and get involved. If you have any queries or would like to discuss marketing opportunities, contact the Marketing team.
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Direct Mail Flyer Distributed to 105,000 households to drive membership.
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Press Advertising A full page ad in the Maroondah, 9M press advertising in Knox, Lilydale/Yarra Valley and Whitehorse Leader newspapers.
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Digital Channels E-newsletter to existing members with a $10 Eastland gift card incentive plus social media on our Facebook page, which has over 13,000 likes.
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In Centre Signage including posters, atrium banners, table and door decals, visual merchandising displays and staff badges.
People are always going to go shopping. A lot of our effort is just: How do we make the retail experience a great one?” - philip green, ceo at topshop MARKETING SPEAK
TIPS OF THE TRADE
NEWS
WHISPERS IN THE EAST
• Congratulations to Louli of Wendy’s, who recently celebrated 23 years at Eastland - Congratulations Louli!
• We warmly welcome Kathy to JB Hi-Fi as the new Store Manager. • We farewelled Myer’s Store Manager Peter, and welcomed Attila into the new role. To share your news with the Centre, email: marketing@eastland.com.au
A successful business isn’t just about getting the idea right. Tabatha Coffey, Australian ex-hairdresser turned retail expert has made her mark in the industry turning struggling businesses into successful ones. One of her top tips for biggest mistakes businesses make is cleanliness. “It doesn’t matter what kind of business you have, it needs to be clean and tidy. And that includes making sure it is organised and uncluttered -- even the areas you think a customer can’t see.”
Tabatha Coffey TV personality and retail expert
Here’s some other simple ideas that make a big difference...
Presentation is key:
• Keep your shop spotlessly clean at all times, looking ‘as new’ and in pristine condition, including shopfronts, awnings and windows. • Ensure all displays are clean, neat, fully stocked, correctly ticketed and inviting. • Change your window displays regularly to attract continued interest. • Ensure no ‘back of house’ activities or articles are visible to customers. This includes stock deliveries, paperwork, notices, staff belongings, stock, etc. • Ensure all chairs and tables are positioned neatly within your Licensed Area (if applicable), and that they are
maintained and kept clean at all times. • Check all lighting and replace any dim or blown bulbs immediately.
Attention to detail:
• Don’t attach handwritten signs, ticketing or staff information within public view as they appear unprofessional. • Refrain from creating unintelligible visual clutter in your store or shopfront. • Present promotional offers in a professionally produced manner*. Don’t use sticky tape, blu tac, plastic hooks, etc. (*Centre Management can assist or provide further information if required).
RETAILER PROFILE
IN THE MODA
D
AVID FROM MODA CAFE is a coffee in the morning, tea in the afternoon kind of guy. Here’s five minutes with David. Your morning wake up? Always a latte in the morning! Favourite movie? Kung Fu Panda. Favourite holiday destination? Gold Coast. Favourite treat for afternoon tea? Natural green tea.
WINNERS ARE GRINNERS!
Prouds
General Pants Co
Tobacco Station & Lotto
Bras N Things
Telstra
Wittner
Congrats to our lucky winners from our Father’s Day campaign who were spotted with their campaign badges in Centre. All won a Hoyts double movie pass. Williams
What do you get up to when you are not at Moda Café? I spend time with my family, either at home or off on a trip together. Moda Café is located on Level 1 outside Coles
MID OCT
• Building works reaches the height of Level 3 along Maroondah Highway • Excavation works (down 18m) complete along Ringwood Street
LATE OCT
• Ground concrete slabs laid along Ringwood Street • Excavation of Myer dock complete
2015
The new Eastland will be ready late 2015. Final completion by mid 2016
INSIDE GET NOTICED
BUILD YOUR BRAND AWARENESS Brand iQ offers you a platform for putting your brand in front of thousands of shoppers so you stand out from the crowd. The Brand iQ team have a variety of banner sizes and packages available to suit your business. For more details on Brand iQ advertising opportunities, simply contact Mardi ’Alatini on (03) 9870 8377 or email brandiq@el.qic.com.
SECURITY
ASSISTANCE
Y
our safety is very important to us. To contact Security for assistance and customer escorts, please call 0400 565 326. If you notice any suspicious behaviour within the Centre or on the Centre grounds, please notify us.
KRISTINE STEER
FIRE SAFETY
Kristine is Eastland’s new Receptionist, replacing Rebecca Rule who has taken up the Administration Assistant role in Centre Management. Let’s get to know Kristine!
J
STAFF MOVEMENTS
REMINDER
ust a reminder that due to development works the evacuation point for the Centre has changed. In the event of a full building evacuation, patrons and retailers will be asked to make their way to the signed area to the right of Kmart Tyre & Auto in the yellow carpark, unless you are otherwise instructed.
Describe yourself in three words: Evolving, considerate and positive. Favourite movie? Indiana Jones: The Raiders of the Lost Ark.
Please make yourself and all staff familiar with your nearest fire/emergency exit. If you have any further enquiries please contact our Operations Manager, Andre D’Lasselle at Centre Management by calling (03) 9870 8377 or email a.d’lasselle@el.qic.com.
Favourite holiday destination? Anywhere that’s sunny and quiet with good views. Favourite food? Food shared with friends and family. Hobbies? Gardening.
FOR YOUR EYES ONLY IN CENTRE OFFER AVAILABLE ONLY FOR RETAILERS
$10 STAFF DEAL
Ham & Cheese Croissant and a Medium Coffee for $10 JAMAICA BLUE (LEVELS 1 & 2)
*Offers valid for October only
Alison Marie Stuart Lloyd Dana Salim Andre D’Lasselle Mardi ‘ Alatini
Centre Manager Retail Manager Marketing Manager Operations Manager Brand iQ Sales Manager
a.marie@el.qic.com s.lloyd@el.qic.com d.salim@el.qic.com a.d’lasselle@el.qic.com m.alatini@el.qic.com
Centre Management Office: Phone (03) 9870 8377, Fax (03) 9879 5626 Emergency Security Mobile (24 Hours): 0400 565 326
Maroondah Highway, Ringwood. Phone 9879 7171. eastland.com.au