covid-19_raport PL – Portfolio

Retail in the Time of Cholera

Will covid-19 change shopping centre marketing? If so, how?

The covid-19 pandemic is inevitably leading us into another recession. No one is yet certain how dramatic it will be, but perhaps the downturn ahead of us will be the greatest one since the Great Depression. Pessimism and negativity dominate: „trade will never be the same again”, „customers will radically change their shopping habits”, „shopping centres will become deserted”, „consumers will move to the Internet”, „shopping centres will go bankrupt”.

We will try to show in this material – albeit only superficially – that most (if not all) of these predictions for shopping centres are simply not true. We will also try to provide some tips for shopping centre managers on what direction of action should be taken in the nearest future to increase growth when emerging from the downturn and during recovery.

Key Conclusions

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Key Recommendations

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If in this covid-19 times you…

…have the following problems:

how to adjust real estate marketing to the owner’s business goals,
our property, as a product, needs a change on the market,
how to set priorities in the marketing budget,
lack of a perspective view of the effects of our marketing work,
worries about the effectiveness of our marketing activities (ROI),
lack of objective measures of our marketing activities,
issues with finance executives, who see shopping centre marketing only as a cost;

…are looking for answers to the following questions:

It is necessary to cut 20% of the marketing budget of our shopping centre, what should we give up?
Our goal is 30% footfall increase after reopening, where should we look for reserves?
What actions realistically (not declaratively) affect the current and future turnovers of our shopping centre?
Which marketing activities bring us the best return on investment and when?
How can we optimize our marketing expenses and link them to results?
What are our actual indicators of the impact of marketing on the turnovers of our shopping centre?

…want to be able to:

have a recovery after-pandemic marketing plan focused on real results,
demonstrate the relationship between marketing activities and shopping centre turnovers,
replace statistical analyzes with creative results-related marketing activities,
justify your marketing budget in a language understandable for accountants and financial executives,
predict the behavior of consumers in the marketing plan

…we can help:

review@mediadem.pl

+48 601 421 321

about us

Agencja doradztwa strategicznego w zakresie komunikacji,
budowania relacji oraz marketingu omnichannel działająca na rynku od ponad 20 lat.

Retail in the Time of Cholera

Key Conclusions

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Most of Apocalyptic Claims Are Manipulation

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Consumers Will Return to Shopping Centres

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Tenants Will Not Relocate to High Streets

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SCs Will Not Change Their Existing Character and Functions Radically

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An Online Shop Is Not and Will Not Be an Alternative to a Brick-and-Mortar Store

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Radical Extension of the SCs’s Catchment Is Extremely Important Now

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Brand’s Fame Is Now the Strongest Leasing Determinant

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A Large Part of Marketing Must Be Devoted to Innovations with Real Added Value

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Do Not Press the Panic Button

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Don’t Be Too Defensive. Don’t Be Too Aggressive

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Invest in Share of Voice (SOV)

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Think Like a Retailer, Not Like a Landlord