Traffic-generating measures in the mall before and after the quarantine. The Arricano’s experience

During 2019, more than 20.6 million guests visited “Prospekt” shopping mall in Kyiv. “This is 0.96% more than in the previous year-to-year period”, the management company notes. Malls Club asked Olena Obukhivska, Arricano's communications manager, about the most successful traffic projects in 2019 and learned how the company plans to encourage visitors in 2020, while mass events in Kyiv are prohibited.

Last year, we performed several projects at “Prospekt” shopping mall, which demonstrated that the shopping mall is a fashion connoisseur interested in the personal stories of their visitors. One of such projects is the fashion exposition “Cyclical Nature of Fashion”. The idea of the exhibition was to find the similarities in the style of modern people - visitors of the mall and their relatives in the past. The project had several tasks:

- To find new emotional points of contact with visitors representing the fashion audience of the mall
- To fix the status of “Prospekt” shopping mall as an expert of the modern fashion industry
- To demonstrate that “Prospekt” shopping mall is a social space where exhibitions and thematic events take place
- To provide fashion operators in “Prospekt” shopping mall with new BTL and communication tools for promoting summer collections.
- To increase the tenants’ turnover by promoting new motives for shopping
- To draw attention to the importance of family values and heredity from the perspective of fashion.

The exhibition “Cyclical Nature of Fashion” has been functioning for a month. During this time, 1.7 million guests has visited the mall and according to the statistics on social networks, the content of the exhibition was seen by 382.9 thousand users on Facebook, 157.9 thousand - on Instagram and 4.7 thousand viewers on YouTube. We realized that our visitors enjoyed seeing family albums, finding similarities in the images of their older relatives and modern fashion, and sharing their
findings online. The project involved 9 tenants of the shopping malls: Mohito, Reserved, Cropp, SinSay, House, Vovk, Conte, Colin’s, Love Republic. According to information about the turnover, sales from our partners increased by 7.5% compared to the same period in the last year.

We realized that our visitors enjoyed seeing family albums, finding similarities in the images of their older relatives and modern fashion, and sharing their
findings online
I would like to pay special attention to the project aimed at promoting the food court of “Prospekt” shopping mall and devoted to gastronomic preferences. The offers of food court operators include a mix of different cuisines of the world: the national Ukrainian, oriental, European, healthy and fast-solutions. We invited as a special guest the well-known Ukrainian gastro-blogger Yevhen Klopotenko, who first gave a lecture on food and then presented his book at “Prospekt” shopping mall. Both events were successful from the point of view of number of participants and post-effect communication in the entertainment media and on the pages of the mall on social networks. 

In 2020, the approach to BTL activities and events certainly changed after the quarantine. Prohibitions and restrictions on holding mass events force us to reconsider the concepts of traffic-generating projects. We have already found an alternative - it will be contemplative art events. Currently we are preparing a fashion exhibition on the linearity of fashion – “From the 20s to the 20s”, where we will demonstrate how fashion trends have changed over the centuries based on paintings of artists and photographs. We start next week, so I invite you to visit our exhibition!

Prohibitions and restrictions on holding mass events force us to reconsider the concepts of traffic-generating projects. We have already found an alternative - it will be contemplative art events. 

In 2020, we consider our expenses on marketing. For example, we plan to develop corporate social responsibility and replace large-scale BTL projects with social intimate meetings. We will interact with segmental target audiences, which we choose based on profession, lifestyle and hobby. For example, at the beginning of 2020, we had an intimate meeting where the guests of the mall talked about their own social projects: donation, mentoring, eco-habits, blogging, taking care of animals. We also held meetings with theatergoers, sketcher artists, teachers of Desnianskyi district, teenagers… After all, common themes unite and attract people to “Prospekt” shopping mall.

We also consider digital channels to be effective in promoting our mall’s brand. We will continue to use them in 2020. Earlier, we gave up outdoor advertising. Our priority is to develop our own media - about fashion, style, life hacks. We also prefer collaboration with opinion leaders and bloggers, as they increase a number of Post Reach and facilitate the exchange of target audiences.

Source: mallsclub.com