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01 Apr 2016
Shopping Centre Managers - The best way to Market Your Shopping Centre in 3 Ways

Marketing a shopping centre is performed for one of three good reasons. They are:

People's Park Centre Singapore

 To attract customers to the property
 To attract new tenants on the property
 To attract existing tenants to stay in the property

Given the different lifecycles with the shopping centre, the factors of marketing will be separate and unique. Let's look at them some more.

First and foremost you have to attract people to the retail property. Without customers there is little work and the property will fail. The marketing of the shopping centre as of this level has to be closely aligned on the needs of the customer and just what they see the property as serving. We refer to this as local customer marketing.

To attempt local customer marketing you really do have to know what the customer thinks and how they shop. Which means undertaking surveys of the shoppers in different demographics and on different days of the week. The patterns of shopping and customers changes weekly and seasonally. Those patterns need to be clarified and catered for.

Marketing to the local customer will most likely be via the more traditional methods such as;

 Local newspaper,
 Letter box brochure drops,
 Handout in stores,
 Competitions in the centre,
 Bag drops and inserts during the time of purchase
 Seasonal community festivals such as Christmas and Easter etc.

This method will need the cooperation in the tenant mix and people people that serve the customer. Your job as centre manager or property manager is to facilitate that.

A higher level of marketing of a shopping centre would be to prospective tenants. Invariably this can be sometimes left for or at the time of vacancy. Not a good move to the property manager or leasing manager as vacant space can drag down a property performance for both tenant and landlord. When customers go to a vacancy they think that this property has a problem.

Ideally the marketing of one's retail property with other outside tenants ought not stop even if vacancies usually do not exist currently. With due regard on the needs of your tenant mix try these:

 check your franchise chains for premises requirements locally
 review all competition properties for potential target tenants
 get included in the local business community groups containing business people
 understand if your current tenants know of others that may would like to enter the centre with an all new business

With the last degree of shopping centre marketing, it really is to the existing tenants inside property. They are just as important as the customers that check out the property. When the existing tenants are happy in occupancy then vacancies are minimised and rent testamonials are easier to finalise.

To showcase a shopping centre to existing tenants, you want to encourage property usage and comfort. That is an entirely different approach compared to previous marketing strategies. To understand:

 Monthly tenant meetings together with the property manager
 Quarterly tenant breakfasts or similar casual gathering which you could achieve a friendly and positive atmosphere
 Lunches or dinners with tenants over the regular contact program
 Protect your anchor tenants with special more frequent contact
 Newsletters telling the tenants about changes on the property and the geographic area

When you market a shopping centre in all of these ways you can optimise the performance from the property for the landlord, the tenants, along with the financiers. An all-round positive outcome.

People's Park Centre Singapore


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