Closer to people
The economic turmoil and decline in the revenue of the public has affected marketing strategies of shopping centres. They have changed their way of communication with customers, and marketing departments are on the lookout for new approaches. Experts explained how malls and retailers are now talking to the audience, what is new in their work with the social media and internal communication.
Dynamics is the key
“Marketing strategies have never been as actively changing as in the past two years,” says Denis Feoktistov, marketing manager of a creative agency Svyshe, and adds that since 2020 marketing consultants have had to come up with new ideas every two months.
One of the key changes compared to the previous year is leaving a typical annual strategy and marketing plan behind, agrees Ksenia Aksyonova, Head of Marketing with NHOOD. The projection horizon has squeezed to just one quarter. And the KPIs have been reviewed too.
She also adds that the set of marketing tools common for quiet times is not good enough during a crisis and specialists must be ready to change them on the fly.
“On the other hand, we could say that shopping malls have come closer to the public,” says Feoktistov and continues, “Customers can see that the malls have become more flexible, they are constantly changing and adapting to the challenges arising in the form of brands leaving etc.”
He highlights the fact that the interest to foreign brands and logos has slowly been going down, which is to affect both advertising campaigns and the naming, that is creating names for different promotions.
How marketing strategies are changing in malls