On paper, a shopping centre that has easy access, sufficient parking, a comprehensive and high-quality range of retailers, effective routing and an appealing image meets all the criteria for success. But achieving genuine success calls for much more than simply meeting a basis set of criteria. How can you create a distinctive profile as a shopping centre and, most importantly, attract customers and win their loyalty? A vital element in the search for critical success factors is the consistent monitoring of developments in the shopping area under all conditions.
Marketing & Communication takes care of the marketing and communication activities of a range of shopping areas in the Netherlands. From a well-founded vision on positioning, we establish a long-range plan focused on value appreciation by reinforcing the centre’s image, inspiring customers and winning their loyalty. In doing so, we continually invest in effect measurement for the marketing activities in the various centres.
On the basis of the long-range plan, we implement an annual plan that focuses on three broad areas:
- Promotional activities which focus on attracting additional visitors and generating stronger loyalty among visitors to the centre. These centre around a number of events throughout the year, with a focused campaign in the period leading up to the event. For each event, a concerted effort is made to maximize active participation among business owners.
- Promotional materials designed to boost recognition of the centre’s name and location, and to make consumers aware of the promotional activities. These draw on both traditional communication strategies and new media.
- Decor refers not only to the centre’s general appearance, but also to its visibility and its visual identity as a reflection of its desired image.