Gamification is a well-accepted essential of marketing to Chinese millennials, but this is no longer restricted to the online environment, as a visit to the gaming arcades in the nation’s malls will attest.
Renaming its 41 shopping centres across Australia and New Zealand “living centres” is part of a radical rethink by Westfield, which has shifted its customer focus to include shoppers as well as tenants.
Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.
A long-term decline in footfall in the UK high street shows no signs of reversing during the run-up to Christmas – more bad news for brick-and-mortar retailers who failed to make gains during last month’s Black Friday sales.
Case Study•
Dragons of Asia, Best Campaign in the Philippines, Best use of Public Relations, Bronze, 2018
Supermalls, a chain of shopping malls in the Philippines, increased sales and footfall in the Philippines by launching an online video series featuring fictional stories based on real-life moments from its shoppers.
TOKYO: Fast Retailing, the Japanese owner of casual clothing brand Uniqlo, has plans to more than double the number of Uniqlo stores in Southeast Asia and Oceania by 2022.
NEW YORK: Shopping malls need to emphasize their role as fashion hubs, promote shopper socialization and reinvent food courts to help “draw crowds”, a study in the Journal of Advertising Research (JAR) has argued.
NEW DELHI: Vacancy levels at leading Indian malls are falling as more global brands seek bricks-and-mortar retail space, while, ahead of its annual Prime Day event, Amazon has experimented with VR kiosks in some of the country’s most popular ...
MUMBAI: India’s e-commerce businesses tend to grab the headlines but the digital world accounts for a fraction of retail sales and brands can still achieve successful outcomes in the real world by working closely with shopping malls.
Research Paper•
Alisson Ávila, Diogo Teixeira, Rafael Pelote and Tatiana Abreu Romão, ESOMAR, Global Qualitative, November 2017
Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.
Case Study•
Sanchari Chakrabarty, Neeraj Sharma and Toru Jhaveri, WARC Prize for Asian Strategy, Entrant, 2017
Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.
Inorbit Mall, a brand of shopping malls in India, launched the 'Half Autobiography' campaign that used a social experiment to show women their potential.
GLOBAL: Faced with the challenge of e-commerce, falling consumer spending and disappointing inflation in both the US and UK, the shopping mall is in a difficult position.
BEIJING: As China’s biggest cities grow, becoming megacities, shopping centres are adopting the out of town US model, and are finding a diverse, affluent and eager market.
Case Study•
Marketing Society UK, Excellence Awards, Winner, Marketing on a shoestring, 2017
This case study shows how Hammerson, a shopping centre brand, successfully increased its gift card sales by shifting the UK consumers' perception of the product as the perfect solution for undecided shoppers.
DUBAI: Amazon's acquisition of Souq promises to transform not just the online shopping experience in the Gulf, but also the offline as malls and bricks-and-mortar stores rethink their approach.
Case Study•
Sanchari Chakrabarty, WARC Prize for Innovation, Shortlisted, 2017
This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Article•
J Walter Thompson Intelligence, Research on WARC, December, 2018
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Case Study•
Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018
Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
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