Demand Creation for
Malls
Malls face evolving consumer preferences and the rise of online
shopping. Demand creation is vital for malls to remain relevant and
attract customers.
by Mansi Bhojani
Understanding the Mall Ecosystem
Retailers Customers Location
Malls house diverse retailers, from Analyze customer demographics, Consider mall location, accessibility,
fashion boutiques to department spending habits, and preferences to and surrounding competition.
stores, offering a range of products tailor marketing and events to Leverage local events and
and services. Understanding retailer specific target audiences. Consider attractions to attract visitors and
needs is crucial for successful generational differences and drive foot traffic.
demand creation. changing consumer trends.
Identifying Target Audience
and Demographic Trends
1 Age 2 Income
Target age groups and Develop strategies to
their shopping habits. attract both high-income
Consider family-oriented and value-conscious
activities for millennials shoppers. Provide diverse
and young families, or offerings to cater to
luxury experiences for various budgets.
older demographics.
3 Lifestyle 4 Interests
Cater to specific Offer activities and
lifestyles, like fitness events that resonate with
enthusiasts or fashion- local interests, such as
forward consumers, with art exhibitions, music
unique events and brand performances, or cooking
partnerships. classes.
Crafting Compelling Marketing
Strategies
Traditional Marketing Digital Marketing
Leverage print advertising, Implement targeted online
flyers, and community advertising campaigns, SEO
newspapers to reach optimization, and email
potential customers. marketing to reach specific
Partner with local demographics and interests.
businesses for cross-
promotion.
Social Media Marketing Public Relations
Create engaging content on Build relationships with local
social media platforms, host media outlets to secure
contests, and partner with positive coverage and
influencers to attract promote mall events and
followers and drive traffic to initiatives.
the mall.
Leveraging Digital and Social Media Platforms
1 2 3
Website Mobile App Social Media
Develop an informative and user- Create a mobile app for mall Use social media platforms for
friendly website with mall directory, navigation, store locator, loyalty customer engagement,
tenant information, and event programs, and push notifications promotions, and contests. Run live
listings. Include online shopping with exclusive deals and events. streams of events and showcase
options and digital coupons. unique shopping experiences.
Implementing Experiential
Retail Concepts
Entertainment Food and Beverage
Offer live music performances, Host food festivals, cooking
interactive art installations, and demonstrations, and pop-up
themed events to create a restaurants to attract foodies
memorable and engaging and create a vibrant atmosphere.
shopping experience.
Fashion Shows Family Activities
Organize fashion shows and Offer family-friendly events like
trunk shows to showcase new storytelling sessions, arts and
collections, promote local crafts workshops, and children's
designers, and attract fashion- entertainment to attract
conscious shoppers. families.
Fostering Community
Engagement and Events
Local Partnerships
1
Collaborate with local charities, schools, and
community organizations for events and initiatives.
Sponsor local sports teams or arts programs.
Community Events
2
Host seasonal events like farmers markets, holiday
celebrations, and community festivals to attract local
residents and generate positive publicity.
Customer Loyalty Programs
3
Develop loyalty programs with exclusive rewards and
discounts to encourage repeat visits and build
customer relationships.
Optimizing Tenant Mix and Tenant Retention
Attracting New Tenants Offer competitive lease terms, flexible layouts, and
support services to attract high-quality tenants.
Tenant Retention Provide effective tenant communication, address
tenant concerns, and offer incentives to retain existing
tenants.
Tenant Mix Analysis Analyze tenant mix and customer demographics to
identify potential gaps and opportunities for new
tenants.
Measuring and Analyzing Mall Performance
Foot Traffic Sales Revenue Customer Feedback
Track visitor count, dwell time, and Monitor overall mall sales Conduct customer surveys and gather
conversion rates to assess mall traffic performance, track tenant sales, and feedback to measure satisfaction
patterns and identify areas for analyze trends to identify strengths levels and identify areas for
improvement. and weaknesses. improvement.
Conclusion and Key Takeaways
Demand creation for malls requires a multifaceted approach that
combines effective marketing, customer engagement, and a focus on
providing unique experiences. By understanding consumer trends,
leveraging digital platforms, and fostering community connections,
malls can thrive in a dynamic retail landscape.
