NHOOD Russia have decided not to carry out the annual NPS of the customers as the risk of not getting relevant information is rather high. “Meanwhile, we do carry out local surveys for events and in the social media in order to understand how satisfied our customers are with particular things, such as comfort, cleanness, transportation options as well as we want to know what our customers like. Besides, we are to start a large survey for tenants of our big objects as we need to know how they are doing and feeling,” adds Ksenia Aksenova.
Master classes instead of entertainment
In 2022, we are witnessing a rebirth of activities in shopping centres. The autumn agenda makes us move away from clearly entertaining content, but marketing specialists of the malls are good at correcting the themes by choosing children’s and family events, mention the experts.
“At some point, we cancelled all entertaining events and kept only some educational and leisure ones which could be helpful to our customers under the current circumstances, and added new free and paid services. Another bright example is a stimulating campaign for gender-based holidays we had in February – March in one of our objects,” agrees Aksenova.
.
“Currently, shopping malls are now focused on the loyalty of the audience rather than on attracting new clients. They are leaving the communication channels aiming at expanding the reach and promotion in the social media while moving on to local advertising platforms. And, nowadays, it is of vital importance to properly word a message as it would be a losing strategy to completely disappear from the radars.
We have stopped hiring for the department. The main aim is for our brand managers to work with B2B (60%) and B2C (40%). In addition, we are also actively developing our CRM system and the loyalty program for a more effective work with the clients.
As a way to advertise our B2B services, we prefer to appear in professional media and participate in business clubs, outside events with retailers and colleagues from the industry. As for B2C promotion, it all depends on the aim and the scale of an event. For a more focused target, we use e-mail and mobile phone marketing, content banners and search results. Besides, we are also developing a communication system using web push.
Right now, we are living the times when a large amount of the brands we know and love are not available, which is why marketing specialists must clearly understand that customer behaviour is changing, the accents are shifting, and the marketing communication must change with that as well not to lose the interest of our customers and to offer them an alternative. It is absolutely necessary to keep checking on how the shoppers are feeling and whether they would like to be entertained. What passes for appropriate? What made them come to the shopping centre now that Zara has gone? Most malls are now focusing on personalization and the interests of the shoppers while building their communication with them.
As of now, most shopping centres have changed the priorities for their PR events from pure entertainment to educational and entertaining ones for the whole family. Such events do not make people angry, but rather make an impression that they are being taken care of while keeping in mind the general situation in the country. So, the events to mark the five-year anniversary of VEGAS Mall and Tvoi Dom Kuntsevo was turned from a celebrity music festival to an educational school break holiday program with master classes and shopping for the whole family. Such events are easily supported by social media coverage, and they are always received warmly by the public. The main communication channel these days is Telegram, yet we are still to grow the audience to reach the level of the banned social networks.
.
МНЕНИЕ ЭКСПЕРТА
Head of Marketing of Commercial Real Estate with Crocus Group, Maria Lvova:
74 I SHOPPING CENTERS RUSSIA I ноябрь 2022