how retailers can engage with malls
TRANSCRIPT
MAXIMIZE YOUR MALL MARKETING DOLLARS TO DRIVE AWARENESS & SALES
Sean Snyder, President | [email protected] | 416.577.7326
The Quote…
I have not received any promotions from that retailers’
Marketing Team or Store Manager in the past two years.
- July 28, 2016
Marketing Director of a major Ontario Shopping Centre
The Problem… • 90% of retailers are not utilizing their malls’ physical & digital (in-mall digital signs,
web, app, social media & email) marketing channels, despite every retailer paying into the mall marketing fund as part of their lease.
• Retailers are missing opportunities to drive millions of impressions and sales to their stores & website via marketing they are already paying for.
• Malls are not current, consistent, correct and compliant with a retailers’ brand & campaigns, leading to lost sales and a poor customer experience
The Story… Engagement Agents was created by Sean Snyder, an award winning entrepreneur. He was co-founder of one of the largest retail gift card marketing companies in Canada which drove hundreds of millions of dollars in sales collectively to national and regional retailers. While on contract as the Director of Sales & Marketing of Stitch It, the largest alterations company in North America with 85 mall-based locations, Sean experienced the challenge of distributing & managing Stitch It marketing campaigns within the malls they are located. It was a NIGHTMARE! Stitch It, like all retailers, pays into the mall marketing fund as part of their lease, however they were missing opportunities to drive millions of impressions and sales through the malls’ physical & digital marketing channels. In some cases, competitors were being promoted through the malls’ marketing channels, while Stitch It was not. Lastly, it would be inefficient and costly for 85 store managers to have the same conversation with 85 mall marketing managers about the same marketing campaign. After consulting with many retailers and malls to understand how significant this problem is, Engagement Agents was founded. Stitch It, along with many other retailers are now saving a significant amount of time and money, while driving more awareness and sales with Engagement Agents!
The Solution… Engagement Agents! • Drive more sales & awareness to your stores & website
• Increase the SEO rankings of your website & your store pages on the mall website
• Increase your reach & engage millions of consumers via the malls' marketing channels
• Grow your social following and increase your social engagement
• Save thousands of hours of manual labour. Simplify the process, automate the distribution & track the success of your campaigns within the malls' marketing channels
• Alleviate each store managing the distribution of campaigns to the malls, which is costly, time-consuming, ineffective, inconsistent & leads to a poor customer experience
• Ensure malls are current, consistent, correct & compliant with your brand & campaigns
• And much more!
Top 10 Malls In Canada
Mall 1 # of Retailers In the Mall 2
# of Retailers with Campaigns on Mall Website 3
% Retailer Engagement
Yorkdale Shopping Centre 280 15 5%
CF Pacific Centre 115 8 7%
Oakridge Centre 135 5 4%
CF Toronto Eaton Centre 230 10 4%
Southgate Centre 165 8 5%
CF Chinook Centre 250 13 5%
CF Rideau Centre 200 12 6%
Metropolis at Metrotown 400 9 2%
Square One Shopping Centre 350 20 6%
CF Sherway Gardens 200 14 7%
1. Mall list based on annual sales per square foot as of December 31, 2015, excluding Royal Bank Plaza because of limited number of retailers
2. Number of Retailers In the Mall includes retailers, services and dining locations
3. Number of Retailers with Campaigns on Mall Website based on unique retailers with promotions posted as of the week starting August 15, 2016
Every retailer pays into the mall marketing fund and has one or more campaigns to promote at any given time. However, 90% of retailers do not use the malls’ physical & digital marketing channels they already pay for. The result is millions of lost consumer impressions and sales!
Mall Marketing Channels 90% of retailers are not using the malls’ physical & digital marketing channels to drive more awareness & sales to their stores and website. These channels include:
Mall Physical Marketing Campaigns
In-Mall Digital
Signage Mall Apps
Mall Website &
Store Pages on Website
Mall Email Lists &
Campaigns
Mall Social Channels
Retailer
Types of Campaigns Through the malls’ physical & digital marketing channels, retailers can promote:
• Featured products & services
• New arrivals
• Seasonal campaigns
• Sales & discounts
• Events
• Loyalty & reward programs
• Contests
Retail Success Story 140 store retail chain implemented Engagement Agents and in less than 1 week saw results!
Prior to using Engagement Agents the Retailer… • Relied on 140 store managers having the same conversation with 140 mall marketing managers about the
same campaign, costing the retailer an estimated $2800 per week (1 hr./week x $20/hr. x 140 managers)
• Performed a mall audit and found 26% of the malls engaged in promoting the retailers’ campaigns
• Discovered errors in campaigns; images, content, start & expiry dates, leading to a poor customer experience
While using Engagement Agents the Retailer… • Has one person manage the distribution of marketing campaigns to 140 mall marketing managers, saving an
estimated $2800/week, while freeing up the time of 140 store managers
• Drives more awareness and sales to their stores and website, with 97% of the malls engaged in promoting the retailers’ campaigns through the malls’ physical & digital marketing channels
• Ensures the malls are current, consistent, correct and compliant with the retailers’ brand & campaigns
• Is increasing their SEO rankings, social media engagement and gaining an edge over the competition
How It Works
PUBLISH Upload your existing campaigns. We support any mall you are in
PROMOTE In minutes, we distribute your campaigns
to your malls' marketing channels
PROSPER Reach more consumers, increase
awareness & drive more sales
An Easy Process
• In minutes, upload your existing campaign you already created
• Quickly distribute to any mall you are located within
• Easily manage multi-language locations & multiple image sizes/formats
• Always maintain up-to-date mall marketing contacts
• See which malls are most effective and which need support
• Full tracking & analytics to make better business decisions
• And much more!
Campaign Promotion Upload Screenshot
Why Engagement Agents? • Effectively use what you already pay for, the malls’ marketing channels, to drive more
sales & awareness to your stores & website
• Ensure malls are current, consistent, correct & compliant with your brand & campaigns
• Increase your SEO rankings while growing your social following & social engagement
• Gain a competitive advantage
• Save time & money
