Measurement of successful or failing review from shopping mall through marketing

A regular review of the marketing plan should be conducted to evaluate whether the goals  and the obligations are being achieved.

Mall management department should have the medium considerations on collecting feeback from retailers and clients on marketing and promotional activities. Mainly part of ensuring the effectiveness of the marketing plan.

Retailers should provide anecdotal, update breakthroughs and indexed trading uplifts, informations and historical reports, which would help in measuring the impact of marketing activities.

While the life cycle of marketing and promotions calendar, the mall mgt department should consult with retailers and undertake the review to evaluate any seminars from particular activities, that could be historical records and index for coming year of planning basis.

It is important that their team respect the commercial confidentilality of any data supplied by retailers and that could used for the unique purpose of measuring their effectiveness of the marketing plan.

When assessing the impact of marketing activity, it should be their team of objective and obligations to isolate the benefit to the mall solely attributable to the marketing or promotional activity. It is similarly that the combination of measures would need to be used for officially support the future expenditure and budgeting.

These could include :

Sales growth,

relationship measurement mechanism within mall ( eg. questionnaires from memberships or clients) ,

qualitive and quantitive research,

customer feedback mechanisms,

footfall conversion measurement,

indexed trading data (sales trends),

service charge savings,

car counting,

dwell time measurement,

frequency of customer visits,

retailer demand for units,

community relationships,

retailer feedback mechanisms including surveys and retailer consultations,

use of website, apps, where appropriate,etc.

Consultation with retailers 

After discussions and meeting with retailers respresentatives from communications, the marketing and promotions plan should be developed.

The marketing plan include promotions calendar, marketing plan, advertisement of particular (eg. posters, gifts, sales packages, products, products lists and sales plans) should be presented to retailers 's respresentatives at least months in advance of year to which it relates or at a time to be agreed with the retailers.

Retailers representatives should be provided with all costs associated with each aspect of calendar and detailed funding arrangements, e.g. 50/50 split, that an informed decision could be taken as to whether the proposals would provide sufficient return on investment.

It is mainly of core marketing activities are running in parallel with key marketing activities of major footfall elements at the mall, whilst at the same time having regard to all contributing retailers.

Results of marketing and promotions activity should be communicated to retailers as a minimum on a quarterly basis to assess effectiveness, value for money and budgets and appropriateness of timing.

It is supposed the separate forum be started up for discuss marketing and promotions but where there is no separate forum, marketing and promotions should be a standard agenda item at all tenants association meetings.

The value of active participation at tenants association meetings is acknowledged and retailers should endeavour to ensure appropriate support is provided.

Mall management team should not rely soley on tenants association meetings for feedback and consultation and should do their utmost to communicate with tenants, person to person meetings via video meeting or face to face, newsletter, apps, etc.

Update list of nominated contacts for retailers' head office representatives should be maintained by mall management team. Registered company addressess are not a sufficient form of address. Retailers should ensure that they update centres on any changes in personnel as appropriate.

A copy of marketing plan should be sent to the retailers head offices nominated contact to ensure that relationships are developed.

A policy of transparency should always be adopted with regards to costs, they should be expressly identified in the service charge budget and account, eg. costs of research, consultant's fees.

Having followed the code of practice from historical and related associations of breakthroughs and information of guidelines from the world, the mall team should be supported to implement the marketing plan.