“While planning the events, we try to evaluate the mood and the emotional background of the audience, focusing on what our clients and the local community needs most: children’s, educational, stimulation, sport and fitness, environmental or theme events, for example, Car sound or a Festival of Indian Culture. This year is the first we have started arranging SWOP markets,” adds Aksyonova.
As for the Akvarel Shopping Centre in Pushkino, they had a special place for meetings, trainings, events and development of local business communities planned in the design, called Prostorum,” continues Aksyonova.
Denis Feoktistov does not expect Santa Clauses and elves here and there and everywhere in the shopping centres this coming winter due to the attitude change for foreign brands. Most people have alienated themselves form a western way of celebration. At the same time, speaking of such traditionally Russian holidays as Russian Christmas and Russian Easter, people are likely to become more interested in them, then they used to be, he adds.
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Barter activities
When speaking of the interaction between marketing specialists of the shopping centres and the retailers, the communication between the two departments have become more intense, and the classical opposition between the developer and the retailer is coming to an end,” notices Ksenia Aksyonova.
“We can see that our tenants have become more active, they are interested in the marketing plan, they participate in the events, advertising communication, content projects. An interesting example is an SMM activity called Colourful Dreams carried out in Volgograd by Akvarel Shopping Centre at the moment. Our team have chosen the most popular goods from the shops of the tenants and the customers of the shopping centre, by participating in different competitions for a month, could win wonderful prizes provided by our tenants,” explains Aksyonova.
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The research carried out by shopping centers has become more complex. Experts say NPS (Net Promoter Score) is on the rise, instead of common paper feedback questionnaires filled in after events.
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