Mall Marketing

Marketing isn’t magic; there is a science to it!

The Propcare approach to mall marketing is shopper-centric. This refers to the type of marketing activities that take into account the needs of the customer from the planning stage of the mall. Marketing inputs on market research from the project stage are essential to understand the catchment’s psychographic profile.

Propcare’s range of Mall Marketing Services covers:

• Pre – Launch Services
• Launch Services
• Post Launch Services

Pre launch services:

Our pre launch services come into play at the Market Research stage for the project. While traditional market research for a shopping centre covers the catchment, competition, potential etc, there is a lacuna in understanding the shopper. At Propcare, we believe that it’s not just about the number of shoppers today, the retail competition today and the one likely to come up tomorrow but its also about the shopper's needs today and what it could be tomorrow. These inputs are essential in drawing up the Strategic Letting Plan for the mall, and at this stage could provide some valuable strategic advantage over the competition.

The other key input given is the potential for maximizing marketing income through the sale of advertising signages and promotion spaces. It is getting increasingly essential that malls designed are future-ready to conduct events and promotions when the mall launches.

Mall Branding and Identity Development is another important area for the mall during its pre-launch stage.

Launch Services

Our launch services cover the strategy for the launch of the mall and covers not just communication but also other aspects like PR, events, web and internet presence to create an impact for the launch. It also covers and includes the marketing strategy and calendar for the launch year to ensure seamless communication and positioning of the mall in the shopper’s mind.

Post launch services

This shall include implementation of the marketing calendar with measurable marketing metrics to evaluate results. The gamut of activites cover a mix of activites for shopper engagement as well as retailer management. Our work also includes generating ideas to create unique marketing properties for the shopping centre. Further, roll outs of gift voucher programs and loyalty programs to ensure repeat shopper visits can be developed and implemented.