Marketing ACROSS interview

THE CUSTOMER IS THE SELLER

Big changes are taking place in the marketing landscape. Anita Stampfl is Special Projects Manager at HBB. As a local expert, she shares her views and experiences with the latest marketing techniques, budgets and efficient marketing measures.

Due to the pandemic and social media, the customer has become the seller. The traditional framework no longer works the same way. Customers feel more comfortable buying from a trusted source. Digitalization is key – both for B2B and B2C. Additionally, customer retention is a key marketing focus, especially segmented email campaigns. Using social media channels for messaging, advertising and influencers related to your target audience is a must these days. On the other hand, events with semi-celebrity or “wannabe celebrities” have declined. Outdoor advertising has also become more targeted and specific.

It is known that marketing activities vary. However, this depends on the country and of course on its size. We see that large centers spend a lot more money on advertising and large campaigns. But also in cases like the HBB initiative "warm jackets for the needy" we have seen that the centers are becoming much more creative and not satisfied with the standard program. The medium and small shopping centers have always had to be more creative and this is now becoming more and more evident. I believe that we will see this trend more and more! Another challenge is that marketing budgets are getting tighter and tighter. So a lot more thought needs to be given to how to use less money. It is about ingenuity and creativity to have a bigger impact.

Also, considering that the “lion’s share” of marketing budgets is mainly paid by tenants, they want their money to be spent wisely and to achieve a ROI.

ACROSS: AS A JURY MEMBER OF THE SOLAL AWARDS, YOU HAD A GOOD INSIGHT INTO THE MARKETING MEASURES DURING THE PANDEMIC: WHAT EXPERIENCES HAVE YOU HAD, WHAT IS THE DIFFERENCE DURING AND AFTER TIMES OF CRISIS?

ANITA STAMPFL: During a crisis, you are literally in survival mode - you think about how to get customers to visit the few remaining stores that were allowed to stay open during the closure. Neither the length of stay nor a great shopping experience are the focus at this time. The focus is on keeping customers safe and offering them the services they need while they continue to engage with your shopping center. Social media, as well as newsletters, are important sources for keeping engagement high. In the post-crisis period, you want to get customers back to the center. You need to develop meaningful campaigns that bring them back to the center safely. However, we are not there yet, because the crisis is not over yet.

People also want to see that they are socially engaged, especially when the war is still going on. So in my opinion there isn't really a difference yet because there are still too many things happening.

ACROSS: WHICH MARKETING TOOLS ARE THE MOST EFFICIENT FOR INTERNAL AND EXTERNAL COMMUNICATION IN TIMES OF CRISIS?

STAMPFL: Definitely social media and websites.

And if the center has a well-established app, then that too. And in the case of a major campaign – the mainstream press.

ACROSS: WHAT NEW MARKETING METHODS DID YOU SEE WHEN LOOKING AT THE SOLAL AWARDS SUBMISSIONS?

STAMPFL: I have seen art presented through collaborations with museums or opera houses and this initiative is used for campaigns. For me, this is a great method when interaction or events are practically impossible. In addition, the use of community spaces for social activities has also become very important. Web-based solutions have come back to the fore.

ACROSS: WHAT STRATEGIC CHANGES HAVE TAKEN PLACE?

STAMPFL: I believe the “S” in ESG has become increasingly important. Social engagement, social awareness and consideration, as well as the use of community spaces for municipal or non-profit organizations have become instruments of engagement.

ACROSS: WHAT INNOVATIVE APPROACHES HAVE YOU SEEN?

STAMPFL: Delivery services, not just for one store, but to bundle different stores or restaurants and offer delivery services to the customer. Flash sales - a provider that offers an item at a reduced price on a newly created website for a limited time only. The customer purchases the item online and then picks it up at the center. Web portals for all brick-and-mortar retailers: For small and medium-sized retailers, the online presence gives them the chance to compete against large flagship stores and they offer local retailers online visibility.

HBB INITIATIVE: “WARM JACKETS FOR THOSE IN NEED”

The HBB relies on close cooperation with cities and communities around its center in its marketing efforts. For example, the Forum Hanau (Germany): Together with the city of Hanau, its mayor and city marketing, the organization "Stadtretter" and other local organizations, a collaboration was made to create a "place of warmheartedness" outside the forum in an indoor space for the homeless and people in need. This place has become a collection point for warm jackets. The motto was: "Take a jacket with you if you are cold. Hang up a jacket if you want to help." This happened throughout the month of February 2022. The campaign was very successful: one retailer gave away 50 jackets. Many residents searched through their closets to find unused jackets that they could then hang up in the campaign.