“Our research shows that 78% of Brits opt for online shopping rather than going to the High Street or department stores to buy gifts. This is because they find shopping stressful and only a minority find the experience of actually visiting a shop inspiring.”
This quote comes from Professor Heiner Evanschitzky, Director of the Aston Centre for Retail Insights (ACRI) at Aston Business School commenting on poor Jan footfall figures in shopping centres.
This got us thinking “Whose job is it to inspire customers?”
The answer to this can be as complicated as you allow it to be, but ultimately, it’s the shopping centre that gets the credit when a shopper has a pleasant experience and the shopping centre that customers blame when things don’t go according to plan.
With this in mind, wouldn’t it be great to know there’s somebody out there listening to customers on your behalf, understanding what it is they want, as well as how they want it?
Good news: there is.
At OnBrand, we look at your centre through the customers’ eyes, analysing the touchpoints they use to see if they’re getting the right information at the right time.
With over fifteen years of experience in the industry, we’re well placed to know what works, and when we recommend something, we do so knowing that tangible results can be measured and assessed, informing you of the positive results from your shoppers.
Engage your shoppers
A happy shopper is not only likely to return, but it’s very possible they’ll share their positive (and negative) experiences with family and friends. As repeat business and referrals are the two most valuable assets in marketing, ensuring your shoppers remain happy is hugely important.
Engage your retailers
Even if you have a number of flagship stores in your centre, a disconnect between retailers in a mall can be easily sensed by shoppers. It’s the centres that create a sense of harmony and community that stand out the most, and our “joined-up” approach to marketing can be used to have activities and events that make your retailers feel they’re truly part of the same team.
Such is the importance of your shoppers’ happiness that we advise all centre managers to take responsibility for inspiring them, and if you’re a centre manager who needs a little help, that’s where we come in.
OnBrand | Smart marketing using customer knowledge for digital, audio, social and events