2) provide the new tenants with comfortable conditions at the settling stage and the beginning of their operations in the shopping centre.
The malls also help their retailers to organize the launch of a shop, offer them welcome packages of advertising bonusses and the retailers support promotions and events accordingly.
Brosko Mall organizes business breakfasts for the tenants once every three months. This is when they discuss the marketing plan in detail, introduce necessary updates and corrections, etc. The mall also holds a job fair to help their tenants find staff. “We provide a full spectrum of services to the business. If the business does not do well, neither do we,” explains Rudenko.
He also stresses the fact that many tenants have started introducing cross marketing. For instance, a restaurant works with a movie house to create a set of dishes for a new film. And a food hypermarket gives away coupons for the children’s playground, organizes prize draws, etc.
Cooperation between a shopping mall and tenants does prove to be beneficial, but probably not so fast. One must keep in mind that when the going gets tough any barter activity between a tenant and a shopping centre brings the costs of the event down and increases the net operating income of the owner.
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Brooks Mall provides a full spectrum of services to the business. If the business does not do well, neither does the mall.
SHOPPING CENTERS RUSSIA I ноябрь 2022 I 77