Property Managers Drive Mall Success

The use of digital marketing platforms in shopping centres is increasingly common.

Online shopping is growing faster and faster, and several surveys have shown, globally, that there is an increasing propensity for shopping centre customers to shop online.

Although the number of transactions still made offline is still enormous, it is strategic for the shopping centre sector to manage this trend properly.

On the one hand, we have the customers who ‘demand’ more personalised and engaging information. But, on the other hand, we have the shopping centre operators (tenants), who do not always appreciate or understand traditional marketing strategies due to a lack of objective indicators to share.

In short, it is not easy to have indicators to measure the effectiveness of such tools. And even where there are solutions of this kind, the manager is faced with the dilemma of entrusting a large part of the advertising budget to a single marketing agency because few can provide adequate tools to evaluate the marketing actions they promote.

A digital marketing platform is an “open-source system”, as it can contain heterogeneous initiatives offered by a plurality of marketing agencies. Therefore, it leaves more freedom to the mall operator itself.

But how…