MARKETING
MULTI CHANNEL MARKETING
MULTI CHANNEL MARKETING
SILVER
SILVER
Centres 150,001 to 400,000 sq. ft.
of total retail space
Centres 150,001 to 400,000 sq. ft.
of total retail space
The Scent of Love
Sheridan Centre
Mississauga, Ontario
Give Great
Village Green Centre
Vernon, British Columbia
Owner: PCM Sheridan Inc.
Management Company: Bentall Kennedy
(Canada) LP
Owner: OPTrust Retail Inc.
Management Company: Bentall Kennedy
(Canada) LP
The departure of a major anchor and 100% vacancy
in a newly renovated section of the mall, along
with a steadily decreasing Marketing Budget, had
left Sheridan Centre in need of something new
that would actively engage shoppers both in-mall
and through digital channels. The mall created a
multi-layered promotion designed to give a much
needed infusion of optimism to merchants and
customers. In addition to achieving all objectives, the
fundraising goal was surpassed by 133% and cost
savings reduced budgeted expenses by 29%. The
transformation of the common area demonstrated
the mall’s ability to proactively adapt to a challenging
retail climate.
Give Great this holiday was Village Green Centre’s
solution to converting consumers that mostly
shopped for convenience items into gift-giving
purchasers. The multi-channel campaign included
a strategic combination of traditional advertising,
digital advertising and sales promotions. Customers
soon learned of the wide selection of gifts available
and began to shop for the holiday season with CRU
sales increasing by nearly 4% and gift category sales
increasing as high as 28%. Shoppers flocked to the
centre to check out their gift-giving options resulting
in a 25% increase in December, a 12% increase during
the first two weeks of late night hours, and a 36%
increase on the weekend prior to Christmas!
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