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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
CHRISTMAS IS UPON US W
elcome to our November issue of Inside Eastland. Christmas is just around the corner and we are revving up for a wonderful festive season! We encourage retailers to dress up their tenancies to create a merry atmosphere, but remember to keep displays clean and helium balloons are not permitted. I’m proud to announce that development works are progressing well, with building works reaching the height of Level 3 along Maroondah Highway. We once again thank all retailers for their patience as we build the new Eastland. A reminder to retailers to contribute to our ‘Whispers in the East’ section as it’s a great way to share news within the centre. We also want to acknowledge and reward star staff members for all their hard work and contribution to the Centre – read on for more details. Happy retailing! Alison Marie, Centre Manager, Eastland
KEY DATES TUE 4TH NOV:
MELBOURNE CUP PUBLIC HOLIDAY (CENTRE HOURS 10AM – 5PM)
SAT 8TH NOV:
SANTA’S WONDERLAND GRAND OPENING
SUN 9TH NOV:
MAROONDAH FESTIVAL, TOWN PARK, CROYDON
INSIDE
• MARKETING MATTERS • DEVELOPMENT UPDATE • COMING UP
INSIDE GIVE SANTA A BIG WELCOME
Saturday 8th November from 9am
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his year Eastland will be celebrating the arrival of Santa’s new Wonderland located at Centre Court. The new set is adorned with hundreds of fairy lights, cubby houses for the children, funny mirrors, Mrs Claus storytelling and Rudolph’s Craft Village. Santa’s Arrival is designed to drive traffic to the Centre and maximise sales opportunities for your store. To celebrate the Grand Opening, children will be able to meet their favourite characters including Emmet from The Lego Movie, Princess Twilight Sparkle from My Little Pony and Mr. Peabody and Sherman. Plus, families will be able to enjoy roving Christmas entertainers, face painters and a balloon modeller. The event will be promoted heavily via fullpage press advertisements, a four-page flyer distributed to 105,000 households within the trade area, dedicated website advertising, an eNewsletter distributed to our online members, social media advertising via Instagram and Facebook and on mummy blogger sites. Look out for your retailer memo highlighting details, event times and locations.
MIDNIGHT TRADE
On Tuesday 23rd December, Eastland will be trading until midnight. The event will be heavily promoted via press, in-Centre and social media. It is important that all retailers trade during these hours to avoid disappointing customers and your retail peers.
GIFT WRAPPING
Eastern Volunteers will be providing a gift wrap service for all customers from Monday 1st December. Deluxe wrapping options will be available for customers to choose from, with a gold coin donation going to a local community group. The Gift Wrapping Bar will be located near Centre Stage on Level 1. Please ensure you promote this service to your customers, to help complete the shopping experience.
CHRISTMAS GIFT GUIDE
The 20-page Eastland Christmas Gift Guide will be distributed to 105,000 homes within the trade area. The guide will feature hundreds of retailer gift ideas, information on events in-Centre, promotions and rewards. Gift Guide Christmas eastland.com.au
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Christmas Gift Guide 2014 eastland.com.au
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Guide 2014
RENOVATIONS
NEW TILING
You may have noticed small patches of new tiles in the Centre outside the play centre on Level 1 and near the Customer Service desk on Level 2. These areas have been used to test out tile samples for the new Eastland.
DEVELOPMENT UPDATE
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orks are progressing well, and in the southern end of the development the infrastructure has risen above street level along Maroondah Highway. Concrete slabs have now been poured to build the new David Jones and Target in the new South mall. By the end of
November the Level 3 slab will also be laid providing the foundation for the new Town Square and REALM (Ringwood’s new Library, Learning and Cultural Centre). At the end of November, work will start on the entrance from the new Town Square into Eastland, and along Warrandyte Road on new loading docks for the major tenants.
DIGITAL
EAST&CO
East&Co is the digital home for 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. It is also home to P.O.P, where you can join the conversation and be part of the new Eastland. Share your thoughts and ideas online by answering our weekly P.O.P questions. Visit eastandco.com.au to get started!
CONSTRUCTION UPDATE THE EASTLAND TRANSFORMATION
EARLY NOVEMBER
• Building works along Maroondah Highway will rise above street level.
You walk into a retail store, whatever it is, and if there’s a sense of entertainment and excitement and electricity, you wanna be there.” – howard schultz, ceo of starbucks NEWS
COMING UP
WHISPERS IN THE EAST
Have you got some news to share with everyone? We’d love to hear and share it. • We warmly welcome Winson and his new team at Ferguson Plarre. • We welcome back Brad and his team at the new-look store The Fresh Chook Shed. • Welcome Jen, Balsamic restaurant manager. • A big welcome to Cindy to the Centre; she is the new franchisee at Bing Boy. • We sadly farewell David from Coles, and welcome Sarah as the new store manager.
MAROONDAH FESTIVAL
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astland is proud to be the principal sponsor of this year’s Maroondah Festival. Celebrating its 25th year, the Festival has significantly grown from its humble beginnings with over 20,000 people attending in recent years, making it one of the biggest community events in Melbourne. This year the Festival will be held on Sunday 9th November, 10am to 4pm at Town Park in Croydon and will feature a range of activities, community displays, delicious food, market stalls, roving entertainment and amusement rides. Eastland will be at the event, so keep an eye out for our P.O.P activation – you won’t miss it!
WINNERS ARE GRINNERS! MEMBERSHIP
BECOME A VIP MEMBER
Sign up to become an Eastland VIP member! Go to eastland.com.au and keep up to date with current promotions, news and events. Plus, remember to like us on Facebook (Facebook.com/eastlandshopping) and on Instagram @eastlandshoppingcentre.
Jetty Surf
Colette
Ally Fashion
Blue Illusion
Prouds
Cotton On Kids
General Pants
Wittner
CONGRATS TO OUR LUCKY WINNERS FROM OUR SPRING SUMMER 2014 CAMPAIGN WHO WERE SPOTTED WITH THEIR CAMPAIGN BADGES IN CENTRE.
FIRE SAFETY
OPERATIONS
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o you know where your nearest fire exit is – and have you ever walked through it to know where you would come out? In case of an emergency, the nearest centre exit may be blocked off so it is imperative for your safety and the safety of our patrons that you are aware of all emergency exits in your area, and that they are kept clear at all times. All emergency procedures can be found in your Retailer Pack. Please ensure that all staff read this manual as it contains a lot of relevant information about the Centre. If you do not have a copy of emergency procedures, please contact Operations on (03) 9870 8377.
MID NOVEMBER
• Foundation works begin along Ringwood Street to build the new Western link mall to David Jones.
END NOVEMBER
• Works to build the entrance from the new Town Square into Eastland begins.
EARLY DECEMBER
• Continued building works in the South and Eastern Car Parks.
Whoever said money can’t buy happiness simply didn’t know where to go shopping. – bo derek
On Saturday 25th October, we launched our Thank You Rewards Program. The day was extremely successful, rewarding over 1,600 customers with Free Hoyts Movie Tickets and Eastland Gift Cards. The campaign was further supported with a popular Ben and Holly Meet and Greet at Centre Stage. Plus, our helpful Thank You staff rewarded unwitting customers by paying for their purchases and rewarding them with gift cards and retailer vouchers. Traffic for the day increased by 8% compared to previous weeks. We want to thank all retailers who had a special offer as part of the day, and for your support on promoting the event to our loyal customers. The program will continue to reward customers for shopping at the Centre and say thank you for their patience during the construction phase of the development. We kindly ask all retailers to promote the program to customers, and encourage them to sign up as Eastland members to be eligible for exclusive offers, events, competitions and gifts. If you have any queries or would like to discuss marketing opportunities, please contact the Marketing team.
STILL TO COME
REWARDS PROGRAM SNEAK PEAK
FREE MOVIE SCREENINGS OF HUNGER GAMES: MOCKINGJAY 1
FREE TICKETS TO SANTA’S MAGICAL KINGDOM
FREE SANTA PHOTO PACKAGES
FREE PANDORA CHARMS
MARKETING MATTERS
THE MONTH IN REVIEW
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hristmas is upon us! Beautiful decorations now adorn the Centre, with a new and exciting Santa Wonderland. We will be distributing a Retailer Pack in coming weeks outlining trading hours, our Christmas Thank You reward giveaways, staff car parking, gift wrapping services and in-Centre entertainment.
Our Spring-Summer campaign last month was bright and colourful. We hosted Heat 1 of the Yarra Valley Races Fashions on the Field in-Centre – thank you to all the retailers who participated and donated prizes for the goodie bags. The Lust List’s Sally Spratt made a special appearance, with live watercolour fashion illustration, generating significant positive PR on social media and blogs.
Our Wittner Instagram competition was also well received in the social sphere, with hundreds of entries. We gave away a pair of Wittner shoes daily over 14 days and encouraged customers to upload their favourite summer shoe on Instagram for a chance to win. Thank you to Wittner for being part of the campaign. Plus, our $20 Myer Gift Card promotion rewarded more than
2,000 customers! Well done to all the retailers who were seen wearing the promotional badge and plugging the campaign messaging (see ‘Winners are Grinners’ for photos). Dana Salim Marketing Manager, Eastland If you have any queries or would like to discuss marketing opportunities, contact the Marketing team.
INSIDE GET NOTICED
BRAND IQ OFFER The Brand iQ team have a variety of banner sizes and packages available to suit your business. For more details on banners or other Brand iQ opportunities that can be tailored to your business, simply contact Mardi ’Alatini on (03) 9870 8377 or email brandiq@eastland.com.au.
LET’S GIVE A SHOUT OUT
Do you have a team member you’d like to acknowledge for their hard work, store sales contribution or maybe a good deed? Let us know! We want to help you give a shout out to those who deserve it and reward them accordingly! All you have to do is email details to Marketing on marketing@eastland.com.au and we will endeavour to have your team member recognised.
RETAILER PROFILE
30 SECONDS WITH...
C
INDY FROM BING BOY has just joined Eastland as the new franchisee at the store, so we thought we should get to know her a little better. Here’s five minutes with Cindy.
Favourite Bing Boy? Pretty n Peking. Favourite book? A Dream in Red Mansions by Cao Xueqin. Favourite holiday destination? Russia. Favourite song right now? The Sound of Silence. What do you do when not working? I like to spend time with my kids. Bing Boy is located on Level 2 in the Food Court.
*Image representation only
SECURE SERVICE
24/7 PARCEL LOCKERS AT AUSTRALIA POST
Did you know Australia Post Eastland offer 24/7 parcel lockers? This self-serve parcel collection service is available free to customers via a locker code system – so you don’t have to be home to receive your parcel! Simply register at auspost.com.au, complete your online shopping and Australia Post will send you a unique code to access your parcel. Visit the collection point in the Yellow Car Park, under Coles, enter your code and the locker will open with your parcel in it!
PRESENT YOUR STAFF BADGE TO SUMO SALAD AND RECEIVE A FREE BOTTLE OF WATER WITH ANY LARGE PASTA SALAD PURCHASE*. *Limited to the first 100 customers
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