Shopping Center Marketing: Retail’s Most Expensive Gym Membership?
Retail Remix · with Sean Snyder · May 22, 2023 · 18 min
Summary
This episode unpacks why shopping center marketing, often an expensive line item, is frequently underutilized by retailers. Sean Snyder of Engagement Agents explains how brands can better leverage embedded marketing opportunities in their lease agreements and foster stronger collaboration with shopping center developers. It's a must-listen for optimizing brick-and-mortar marketing ROI and driving foot traffic and dwell time.
Key takeaways
Audit your current shopping center lease agreements to identify underutilized digital and physical marketing opportunities provided by the landlord.
Initiate proactive communication and collaboration with your shopping center partners to co-create cohesive marketing strategies that drive traffic and dwell time.
Negotiate marketing clauses during lease renewals or new agreements, recognizing them as valuable assets for your brick-and-mortar strategy.
Focus on blending traditional in-mall advertising with digital strategies to create a comprehensive marketing campaign with shopping center partners.
Analyze foot traffic and dwell time metrics to measure the effectiveness of collaborative marketing efforts and optimize future investments.
Have you noticed all the stores at your local shopping center vying for your attention? The big, bold signs advertising special sales, discounts and events? These marketing tactics not only cost time, but they also come with a hefty price tag. But did you know that there are usually digital and physical marketing opportunities baked into lease agreements and these resources either go unused or are not fully optimized? That’s why Sean Snyder, Founder and President of Engagement Agents, calls shopping center marketing retailers’ most expensive gym membership.During this episode of Retail Remix, learn how brands and retailers can close the gap between themselves and their shopping center partners to create a more cohesive (and seamless) marketing strategy that drives traffic and dwell time. Listen to learn:How the relationship between retailers and developers have changed;How these dynamics have impacted brands’ go-to market strategies as they double-down on brick-and-mortar investments; and Best practices to help brands and retailers better collaborate with shopping center partners and optimize their marketing investments as the experience continues to evolve. RELATED LINKSConnect with Sean on LinkedIn.Learn more about Engagement Agents!Learn more about shopping center marketing trends at Retail TouchPoints.Do you want to learn more about the evolution of brick-and-mortar and how shopping malls are investing in the experience economy? Register for the Retail Innovation Conference & Expo, which is taking place June 13-15, 2023, in Chicago and will be laser-focused on what’s new and what’s next in connected commerce. All-Access Pass holders will get access to three days
What does this episode say about retail & omnichannel?
Audit your current shopping center lease agreements to identify underutilized digital and physical marketing opportunities provided by the landlord.
What does this episode say about brand & content?
Initiate proactive communication and collaboration with your shopping center partners to co-create cohesive marketing strategies that drive traffic and dwell time.
What does this episode say about analytics & attribution?
Negotiate marketing clauses during lease renewals or new agreements, recognizing them as valuable assets for your brick-and-mortar strategy.
What does this episode say about retail & omnichannel?
Focus on blending traditional in-mall advertising with digital strategies to create a comprehensive marketing campaign with shopping center partners.
What does this episode say about retail & omnichannel?
Analyze foot traffic and dwell time metrics to measure the effectiveness of collaborative marketing efforts and optimize future investments.
