sales promotion & events
There ' s a new destination for shoppers to visit at Westshore Town Centre ( Westshore – Victoria , Canada ): Art + Fashion Collective . If it sounds to you like one of those boutiques offering a highly curated selection of goods for lovers of on-trend styles and unique artisan works , then you ' re on the right track . However , you won ' t find its sales portal on the Web or a brick-and-mortar location anywhere else because this retailer only exists in one place and for a limited time . It ' s the result of a collaboration between Westshore , Coast Collective , and the Westshore Arts Council .
Open Wednesdays through Fridays between 11am and 6pm until October 15 , the pop-up sells an eclectic array of art pieces ( e . g ., photographs , jewelry , textiles , paintings , furniture , and mixed-media works ) alongside fashion items and cosmetics that are available in stores . It will also soon welcome artists who will do live demonstrations and sell their creations directly to shoppers on the spot , as well as Coast Collective ' s paint night and children ' s workshop leaders . Expect to see more of these Mall x Tenant x Creative Partner concepts in the future .
Brands and retailers are already experimenting with different formats ( e . g ., Pop-In @ Nordstrom and the House of Vans ) through collaborations with artists and community organizations . Mall marketers can join the
LETTER FROM THE EDITOR
The Art of Retail Collaboration
Shopping center leasing teams are no longer solely responsible for watching over tenant rosters . Marketers also have a role to play in seeking new concepts that will attract customers .
brainstorming sessions . What better leasing exclusive than announcing the arrival of a tenant that doesn ' t yet exist ?
Myriam Beaugé Editor-in-Chief , Mall Media Inc . myriamb @ marketingtrendz . net
Fashion retailers ' latest picks for footwear and accessories are on display at Westshore ' s gallery gift shop . publisher : Brian Lehn editor-in-chief : Myriam Beaugé art director : Christina Lehn freelance writer : Laura Shirk advertising sales and subscriptions : Marianne Svensson accounting : Fang Lu
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ONE EASTER BUNNY , DOUBLE THE FUN
Intercity Shopping Centre Combines Connected Campaigns
To celebrate Easter , Intercity Shopping Centre ( ISC – Thunder Bay , Canada ) organized two overlapping events : Grown-Up Egg Hunt and EGGstravaganza . Similar in style and structure , both of the scavenger hunts encouraged shoppers to make their way throughout the mall and took place over several days . Expanding its market , ISC created a different point of contact for each contest and separately targeted adults and children .
Based online , the Grown-Up Egg Hunt provided ISC ’ s Instagram followers with clues to uncover hidden eggs in their favorite stores . Away from the Net , EGGstravaganza required participants to stop by Guest Services to pick up a scavenger hunt form and visit participating retailers to fill in the answers . Up for grabs at both finish lines : treats and prizes .
Looking to convert clicks into in-center card carriers , the shopping mall implemented two separate yet connected campaigns at the same time . Described as a fun and family-friendly way to celebrate the holiday , the double workload was manageable and cost-effective . Demonstrating strong community relations , ISC received high participation and positive feedback . The Grown-Up
Egg Hunt generated more than 850 impressions and 600-plus reach per post , and EGGstravaganza produced more than 100 submissions . During the 10- day span , Intercity Shopping Center experienced a two-percent increase in its overall traffic . Understanding that people are creatures of habit , the scavenger hunts encouraged shoppers to break from their standard shopping routes and add new names to their list of go-to stores .
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