Transcript to the presentation

10+ Reasons to
use… MALL
advertising
The last opportunity for an advertiser to reach
consumers before they pass through a retailer’s door
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A captive environment – the last chance to
influence mall users before the point of purchase
On average within a mall, 51% of shoppers will go
ahead and purchase something on impulse
Direct proximity to a point of purchase – offering
the chance to physically view the product before
you buy.
Most malls offer free WiFi
While we currently top the list of countries shopping
online, 80% of our money is still being exchanged
in bricks and mortar shops
Source: Voxburner, Mintel & IMRG-Capgemini eRetail Sales Index Jan 2014
Over £321 billion was spent in 2013
in the retail sector
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Shopping malls account for 27% of all retail sales in
the UK
£1 in every £3 is spent in shopping malls (non
grocery and online)
Over 50% of the UK's shopping
population visit a Shopping
Centre every fortnight
Source: British Retail Consortium, The Shopping Centre Hub
Top UK retailers
Top retailers that feature in more than 60% of the top 100
shopping malls are:
• New Look
• EE
• Next
• Boots
• O2
• Card Factory
• Phone 4 U
• Claire’s Accessories
• River Island
• Clarks
• Starbucks
• Clinton Cards
• Superdrug
• Costa Coffee
• The Body Shop
• Ernest Jones
• Carphone Warehouse
• Games
• The Perfume Shop
• Greggs
• Thorntons
• H Samuel
• Vision Express
• H&M
• Vodafone
• HMV
• WH Smith
• Holland & Barrett
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JD Sports
The Customer Journey
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Malls provide brands with the opportunity to
influence shoppers throughout the purchasing cycle
The Outdoor Media Centre’s ‘The Customer
Journey’ research identifies the four main stages
within the purchasing cycle and highlights the media
channel that is most commonly associated with
each
Malls offer brands a unique opportunity to reach
consumers at all four phases, either completing the
entire cycle during one single visit or reaching them
at an individual stage but at a time when frame of
mind is positive and geared towards shopping
Premium locations
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All UK malls are ranked according to a unique
classification system from Trevor Woods
Associates
With 819 malls in the UK, ranking criteria includes,
amongst other things, amenities, transport links,
floor space and retailer type and there is a strong
correlation between the ranking of a mall with the
audience and average spends they experience
Shopping Centre shoppers are three times more
likely to buy, three times more likely to be positively
interested and therefore three times as likely to
recall targeted advertising
Source: The Shopping Centre Hub
More than a place to shop
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Malls are not simply a place to shop, they are a
place to spend time with friends, share opinion,
enjoy a coffee, meal or even a movie
The mall destination is now strongly associated
with enjoyment and social fulfilment
Those who are there to relax, socialise or browse
are even more susceptible to being influenced by
advertising messaging
All of these benefits attract larger audiences who
spend longer in the malls ultimately maximising the
coverage a campaign achieves and targeting those
with the greatest spending power
Source: The Shopping Centre Hub
Top UK Shopping Destinations
The Mall Luton
The Telford Shopping Centre
Arndale Centre
EK Centre
Kingfisher SC
Lakeside
Eldon Square
The Trafford Centre
Westfield Stratford
Liverpool One
The Harlequin
thecentre:mk
Westfield London
Whitgift
Bullring
Festival Place
Source: Trevor Woods Associates
Brent Cross
Bluewater
Oracle
Metro Centre
Highcross
Canary Wharf
Braehead
St Davids 2
Merry Hill
Meadowhall
Westfield Derby
The Mall Cribbs Causeway
The Victoria Centre
The Centre Livingston
Nationwide Coverage
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You can communicate with
75% of the UK population
every 2 weeks through a
campaign in the top 100
ranked malls
Based on mall footfall per two weeks
Desirable Audiences
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60% of shoppers fall under the ABC1 social
category
68% of shopping mall visitors are female
The majority of UK shoppers are aged 25 and
over, with under 25’s representing 20% of the
overall audience
An average time of 2 hours is spent per visit
with an average spend of £86 in the UK’s
Flagship malls
Source: The Shopping Centre Hub
Creative Environment
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Malls offer the plentiful space and technology
capabilities required for creative advertising
executions
Route
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Malls are now part of Route - the audience
measuring body for out-of-home media. This
means that the media in malls can now be
measured alongside all other outdoor media
formats – providing insight into the contribution
malls can make to an overall multi-media schedule,
or providing audience data on stand-alone mall
campaigns
Route can provide an accurate measurement on
the number of people that see each advertising
opportunity
Route is able to provide key demographics on who
visits the malls and how often, as well as providing
key insights into the media consumption of the
regular mall users
Leading advertisers in shopping
malls
Mango, Dior, Universal Pictures, Warner Brothers,
Sony Pictures, Nike, Peugeot, Citizen Watches,
Nintendo, Clarins, Google, Microsoft, Vodafone,
EE, O2, Unilever, Samsung, Nokia, Ford, Mini