Shopping centres urged to refocus marketing strategy
Shopping centres in Northern Ireland need to rethink their strategy to attract customers in hard economic times, according to a marketing group.
Enda McShane, chief executive of retail marketing specialists Spirit Marketing Group, said shopping centres and retailers were nervous about what the next six months held for them but urged them to offer shoppers something different.
“Rather than pinching pennies as consumers rein in spending, shopping centres need to refocus their marketing strategies by investing in activities that enable it to stand out from the crowd.
“If done well shopping centres will not only seize market share but more importantly emerge from the economy’s slump in better shape than their rivals.”
Mr McShane said a shopping centre’s marketing offer needed to focus on incentives and rewards for shoppers.
“This will influence where consumers shop and how much they will spend,” he said.
“Such strategies are making all difference for centres we advise from Victoria Square in Belfast to Mahon Point in Cork both of whom have experience increased shopper numbers and sales figures in recent months.”
Spirit Marketing will provide marketing to Liffey Valley and Mahon Point until 2011 providing event, advertising, digital marketing and PR support.
A recent survey from Mintel Ireland identified shopping as more popular pastime than going to the pub.
Tags: chief executive, consumers, digital marketing, economic times, mak, Marketing, marketing strategies, Marketing Strategy