Page 20 - SM Aug-Sep-2014

Retail: Shopping MallS individuals are younger and, unlike the bars among the anchor tenants to they may understand it as free and take a Break shopper, they have come capitalise on the opportunistic nature unsecured data, but offerings to connect rather than disconnect. of the spend of these groups. beyond this are limited. Keep an eye on them as they are so, as marketers, we need to up our connected socially within the mall as Clicks, swipes and texts game when it comes to taking advantage well as with new media. online retailing, as the masterCard of technology. one of the means of doing the ‘Business shopper’ is one of survey demonstrated earlier this year, this is through more location-specifc the most interesting. individuals in was not pronounced among those in mobile messaging. if the shopper is far this group have among the highest per the shoppertunities study. naturally, away from the mall, they cannot take up capita spending, as they are taking though, our shoppers were in a mall at the offer recently smsed to them. But if it advantage of being in the mall. they the time the study was carried out. is transmitted across Wi-Fi when they are don’t often get to such places, so once in the mall, they have an increased ability there for a meeting they seize the to act on the message itself. opportunity. We believe this group is Diferent time-poor rather than poor in economic shopping occasions In conclusion terms, so they are probably not the malls are fascinating places. the great most price-sensitive. present varying deal of unplanned activity suggests Our fnal group we called the ‘General opportunities that there is a fair amount of elasticity shop’. they rely on the mall for their list and opportunity for marketers, as of things to do, claiming they are there malls are shared social spaces with Super-regional malls, such Gateway in Umhlanga, have a different role in shoppers’ lives to those of regional malls for a ‘general shop’ rather than a few fexible dynamics, rather than rigid select items. one thing is certain, they of the mall shoppers involved, only goal-directed ones. are not there for entertainment or the 8% shopped online. this indicates that it remains to be seen whether this The unintentional shopper all spend was explained by in-mall this group of shoppers has come to Wi-Fi – this is the shopper who comes online is not yet the threat that it could continues to hold true as shoppers feel one out of every three category visits advertising, including marketing the mall to disconnect from their lives to push a trolley around a mall in the be, but it does pose a greater challenge the pinch of higher interest rates and (a category being food, restaurants, activations and advertising displays such and are there to relax. retail therapy old-fashioned sense. they have no for the super-regional malls whose lower economic growth. even in tough clothing etc.) were not intended at as videos. so, in the seven malls that we for this group is alive and well – they interest in online platforms. patronage is of higher lsm, as well as times, though, there will probably be the outset and four in 10 purchases sampled – and where the average foot are at ease and therefore open to the different shopping occasions for malls competing for the Business room for the small pleasures of spoiling were not planned. this amounts to a count is around 800 000 shoppers a making purchases. they spend nearly present varying opportunities per mall. shopper. the latter group were far more oneself, and even cash-strapped whopping monthly spend of r13-billion month – a third of what people buy can double, per capita, than any other it is unlikely that the smaller malls will likely to shop online, and when they did consumers window shop and, when that happens, on a whim, at the point be shaped by in-mall advertising. group and their cumulated spend is truly be able to capitalise on the leisure so it was for the variety of eBay rather they have the cash, they’ll be ready of purchase. there is a catch though; we found the second highest after the ‘goal and the take a Break shoppers as than OLX (a country-specifc website to buy again. Clearly, there is an openness on that multiple touchpoints – multiple directed shopper’. these occasions are more experience- hosting free user-generated classifed the part of consumers to leave the executions of an advertisement the latter is the largest group and orientated and involve variety, thus advertisements). buying decision to the ‘shopping across platforms – are more effective comprises shoppers who have come for biasing these shoppers to super- Younger shoppers and those in KZn Kerry ChIpp is a senior occasion’ (when they’re actually on- than a single execution. For a clear reason, which is probably why regional malls. smaller malls certainly were more open to Wi-Fi as a free leCturer at giBs, Where she supervises and oversees site at the mall), rather than making marketers, the message here is to they do not spend as much per person can, and do, attract the other groups mall offering which can also enable the mBa researCh proCess. the decision at home before leaving. rather seek many in-mall touchpoints as the take a Break shopper. – from the Business shopper popping location-specifc messages to be sent to she puBlishes in the area oF Consumer Behaviour We need to be aware that being in and dominate mall areas in order to the group with the lowest per capita in for a quick meeting with coffee, to shoppers within the mall environment. in dYnamiC marKets, With the purchase environment can trigger achieve greater impact. spend is the ‘leisure shopper’. these the goal directed shopper who is in the But we have to question whether the partiCular interest in emerging Consumers. decision making and, even if the retail mall for specifc needs. generally low use of Wi-Fi could be due she Was the lead projeCt aisles are no longer rigidly used as Consumer occasions larger malls need to be cognisant of to the lack of a clear value proposition researCher For the shoppertunities studY, WhiCh Was ConduCted With FinanCial a ‘shopping list’, consumers are still For the study, we used an occasion- placement of restaurants and coffee for consumers. BaCKing From primedia unlimited. using the purchase place as a source based segmentation in order to make Super-regional of inspiration for what they need and a the purpose of the visit a driving factor malls are where August–September strategicmarketing 19 suggestion for what they would like to in our groupings. different ‘consumer new brand oferings treat themselves with. occasions’, not surprisingly, attract in terms of what triggers these different spending patterns, with the should be made unplanned purchases in the mall second highest per capita stemming environment, we found that 36% of from the ‘take a Break’ shoppers. 18 strategicmarketing August–September 2014