christiana mall group- final deck
TRANSCRIPT
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Final Report Danielle Andrade Sean Carey
Alex Pizzala Chris Hartnett
Steve Zawada
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Agenda•Opportunity •Industry •Challenges•Research Methods•Findings•Recommendations
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Opportunity● Despite the Mall’s success, management believes there
is always room for improvement ● Specifically through marketing with digital and social
media:○ Entice target consumer to:
■ Shop more frequently■ Spend more per visit■ Increase shopping during the malls off hours
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Opportunity ● In order to meet these requests our team aimed to
investigate the following in regards to the target consumer:o Current social media, email and mobile usage patternso Engagement Patterns o Platform Preferenceso Content Preferences
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Industry ● Technology is changing the way we shop
o Changes in lifestyleo Ease of orderingo Expedited delivery optionso Window Shopping
● Shopping Malls/Centers are on the declineo Less than 80% of malls nationwide are considered to be healthyo Those that are healthy are thriving
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Digital Marketing in the Industry● Mall of America’s Strategy
o Three Pillars ▪ Listening, Connecting and Engaging
o Employee Trainingo Reach out in new ways
● PlaceWise Mediao Working with 600+ shopping centers nationwideo Fastest growing company in the industry
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Challenges● Corporate Marketing Experiment- no access
to the following:o Christiana Mall Club email listo Christiana Mall social media accountso Christiana Mall assistance to post our survey
● $0 Budget● Getting respondents on our own● Permission denied from UD Alumni Group
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Research Findings● Our research has identified the following
information about the Christiana Mall’s core consumer:o Social media usage patternso Platform favorability o Favorability and consumer perceptions towards
different types of contento Perceptions of the Christiana Mall’s digital marketingo Consumer desire for digital marketing
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Research Methods● Quantitative and Qualitative● Qualitative: In-depth Interviews
▪ Conducted in the mall: 5-10 minutes per interview, 8 total
▪ Gained perspective on personal social media habits and shopping behaviors / preferences
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Interview Findings • Usage patterns: • Primary and secondary target are most active on
Facebook • Access from computer, tablet, smartphone
• → WiFi & GPS capabilities • Usage patterns = Early morning & before bed • Everyone was active consistently on email
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Interview Findings • Engagement Patterns: • Low rate of engagement with stores and companies • Target market appreciates consumer-centric focus
from stores • Favorability towards email interaction
• Email is perceived as less intrusive and discounts/ coupons/ updates are more often looked at
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Interview Findings • Christiana Mall Club: • Lack of knowledge stemming from poor promotion • Interest in Mall Club services • Opportunity to increase email engagement and
customer foot traffic
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Research Methods (cont.)• Qualitative: Focus Group
▪ 90 minute duration▪ Mall store managers: American Eagle, Victoria’s
Secret/PINK, J.Crew, Wilson’s Leather, Sidney Thomas▪ Helped to identify current trends and relationships
that exist between social media, advertising, and consumer engagement
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Focus Group Takeaways• Mall underutilizing email correspondence• Social media campaign success, dependent on
targeted demographic • Social Media should be used to reach younger
demographics, using primary target’s monetary backing• Social media giveaways, extremely effective
• Need for mall identity and community-centric content → pulls foot traffic
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Research Methods (cont.)● Quantitative: Online Survey
▪ 101 respondents▪ Casted over a four week period, reached out to personal
networks, university network, local businesses, mall shoppers
▪ Made several trips to the mall in order to conduct intercept interviews on our own laptops and tablets.
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Very Often
Often
Sometimes
Rarely
Never
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Social Media Post Content
Post Content Preference
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Company Email Signups
• Education• Gender
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Recommendations • 69% of consumers listed Facebook as their favorite
social media account• Facebook - sole focus of social media communication
• Most engaging content consists of trends, discounts, celebrity news, and giveaways
• 75% of respondents would like to see sales and deals on social media sites• Active engagement and distribution from the
Mall’s end
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Recommendations • Create an identity for the mall = connect to
consumers • Host events that bring consumers to the mall = instant
foot traffic • Usage patterns lead to an opportunity- Post content
before work and after dinner time (catch the most eye balls)
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Recommendations • Christiana Mall Club
• Only 8 participants were current members → lack of knowledge due to low promotion• Promote the club on social media, during events, and
through store distribution • Opportunity for email communication
• 89% of respondents are active or very active on email• 67% of respondents agreeing to enjoying emails from
stores
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RecommendationsIndependent T-test takeaways
• Remind shoppers of opportunity to shop for loved ones (optimize on current consumer shopping behaviors)
• Well liked mall events = fashion show → geared towards female demographic
• Use Pinterest to interact with the “YoungFamilies” target market
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Recommendations
Community Activities
- Yoga
Fashion Shows
Car Shows
Recreational Events:
- cooking
- painting classes
Small Concerts
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Questions