Shopping therapy in Arricano’s shopping malls
During the two months of summer, June and July 2018, more than 50 online and offline marketing activities have been implemented in the Arricano shopping malls. The main task is the formation of a comfortable social space in Prospekt and RayON (Kyiv), Sun Gallery (Kryvyi Rih) and City Mall (Zaporizhzhia) shopping malls.
«There are discounts, shopping and educational opportunities, and digital-lifestyle among the marketing programs implemented by our team. All projects differ in forms, formats, themes and duration, in order that they could maximally cover our key segments», - notes Nataliia Dmytrenko, the Marketing Director of Arricano. - «This diversity is in the complex approach, micro-targeting and the desire to make our guests and partners co-authors of an attractive atmosphere in the shopping malls».
There are special communication projects with partner-tenants about shopping life-hacks among the summer marketing cases. For example, in Prospekt shopping mall, the sellers of more than 10 stores, among which were Bukva, Parfois, JYSK, Miniso, answered the questions of the entertainment portal journalist and shared their impressions about the buyers and key advantages of the brand.
«Summer is an easy season, when you especially want recharging, bright emotions, pleasant impressions and filling energy», - says Olena Obukhivska, the Communication Manager of Arricano. - «In our summer shopping therapy program the promotional events have been implemented at the junction of PR, BTL and digital. They include profitable discounts, fascinating draws, as well as emotionally involving forms and formats - photo zones, contests, fan zones, communication with famous people, in which offline communications intersect with online. As a result, we get loyalty through love, when buyers make profitable purchases and are charged with positive experience».
During three days Summer Sale discounts were in effect at three Arricano shopping malls - City Mall, Sun Gallery and Prospekt. The idea was to provide a deliberate shopping - time to try on, think, relax, make a decision about buying and get emotions. More than 80 stores in the shopping malls offered clothes, shoes and accessories with discounts up to 70%. In addition to shopping, buyers had the opportunity to take advantage of digital campaigns in social networks and receive gifts from brands for the best selfies.
«In the three-day Summer Sale project, we used various channels, including digital ones, to inform and involve the participants, taking into account that three days of discounts give more freedom of choice and time to make a purchase decision, which means they increase the pleasure of buying. Discounts in the shopping malls is an affiliate program for increasing the turnover of tenants, strengthening the mood of summer and rest, which was accompanied by interactive contests in social networks, 3D photo zones and pleasant surprises within the «shopping therapy» concept», - notes Darya Mykilska, the Brand Manager of Arricano.
In August, a new season of School Fairs will begin. On this occasion, Arricano plans to organize special events, giving guests the opportunity to spend time with the whole family with pleasure and benefit and set for the learning process.