With the “Golden Quarter” in full swing it’s not too late for shopping malls to implement some last-minute quick wins to make the most of this peak period. The Golden Quarter is ‘the most wonderful time of the year’ for retail with a surge in shopping activity during key dates such as Halloween, Black Friday, Cyber Monday, Christmas and New Year. While higher footfall is expected during Q4, competition is fierce. Shopping malls that can attract more footfall traffic during this period stand a better chance of increasing sales, brand awareness, and customer loyalty.
Here are some strategies to help you capture additional footfall traffic – even this late in the season:
1. Utilise tried and tested quick wins
If you don’t have time to test new approaches, you should look back to see what’s worked in previous years. This retrospective strategy is a smart way to drive results with proven tactics.
Using retail analytics software, such as Retail Report, makes it easy to analyse historical data to unlock invaluable insights. Look at how past promotions and events impacted footfall and identify top-performing retailers so you can spotlight them. Additionally, you can use Retail Report to monitor footfall throughout the Golden Quarter, so you adjust your strategy on the fly.
2. Curate special events and experiences
Creating memorable experiences is one of the most effective ways to drive footfall during the Golden Quarter. While customers are busy shopping they also seek unique experiences that make their visits to the mall more enjoyable and worthwhile.
If you haven’t already, draw up an events calendar that highlights the festive period. If time is running short, consider smaller-scale pop-up events that don’t require as much planning but still offer a unique experience. Think local – get involved with local crafters, artists, musicians, and businesses.
Retail Report’s in-built events calendar makes it easy to schedule and share events with your tenants. On the same platform, you can easily monitor, analyse and report on the success of these events. Using software streamlines your operations for better efficiency and makes event management simpler than ever.
Event ideas:
- Seasonal-themed events – Host seasonal events like Christmas lights switch on, Salvation Army brass band, and carol singers.
- Workshops and DIY activities – Organise seasonal-themed workshops with local crafters such as wreathmaking, handmade gifts, and Christmas cake decorating.
- Live entertainment – Provide live entertainment from local DJs, singers, musicians, and dancers.
- Family-friendly events – Attract families with events tailored for kids such as Santa’s grotto, Christmas arts and crafts sessions, and favourite character meet and greets.
3. Leverage the power of flash sales and limited-time promotions
Another effective strategy to drive footfall is to create a sense of urgency through flash sales and limited-time promotions. These types of sales generate excitement and a sense of exclusivity, motivating shoppers to visit in person before the deals expire.
Shopping malls should work with tenants to offer exclusive promotions that are only available for a few hours or one day. For example, a popular tactic is to host ‘Happy Hours’ or offer deals where the first 50 customers get a special discount.
The best time to run these is during off-peak hours to drive footfall when the shopping mall is generally quieter. It’s easy to identify quiet periods by looking at footfall data on Retail Report’s performance dashboard. Use this data to plan your promotional strategy and maximise results.
4. Implement effective digital marketing campaigns
While in-store experiences are critical, digital marketing is essential for spreading the word about your Golden Quarter events and promotions. Utilise all digital channels at your disposal and ensure the messaging is consistent for maximum effect. You can monitor the impact of your digital marketing campaigns and maximise ROI with Retail Report’s performance dashboards and reporting options.
Digital strategies:
- Social media engagement – Social media platforms like Instagram, Facebook, and TikTok are powerful tools for reaching potential shoppers. Leverage festive hashtags and interactive content like polls or contests to engage with your target audience.
- Email newsletters – Use your mailing list to send personalised offers, event invitations, and product recommendations. Ensure the emails are visually appealing and contain clear calls to action that lead to an in-store visit.
- Targeted ads – Use targeted advertising on Google, Facebook, and Instagram to promote special events and offers in the shopping mall. Geotargeting allows you to reach consumers in the vicinity of your shopping mall and entice them to visit.
- Interactive website – Ensure your website is updated with event schedules, promotions, and a directory of all the stores. You can monitor website traffic via Retail Report to learn more about your website visitors.
5. Collaborate with local influencers
Influencer marketing is a powerful tool, but collaborations don’t need to be long-term to have an impact. Even last-minute influencer partnerships can make a big difference when promoting deals or events during the Golden Quarter. Reach out to local influencers, who are aligned with your brand and have a loyal local following, and ask them to promote your mall. For example, they could create countdown posts leading up to a flash sale or give a sneak peek of exclusive events happening in your shopping mall. Their social posts could even include exclusive influencer codes to drive in-store purchases.
6. Seasonal-themed decorations
Speaking of local influencers – make sure you create seasonal, Instagram-worthy displays throughout your shopping mall. While major festive installations can take months to plan, smaller-scale displays can be set up in a matter of days. For example, you could create a ‘Winter Wonderland zone’, set up a festive-themed photo wall, or hire a snow globe photo booth.
7. Extended hours and late-night shopping
As the holidays approach, customers are often too busy to shop during the day. Extending your opening hours or hosting late-night shopping events can drive footfall traffic. You can make an event of it – with live entertainment, seasonal food kiosks, and special discounts – to encourage late-night shopping.
8. Ensure smooth operations
The mad shopping rush just before Christmas can be an unpleasant experience, but you can take away some of the frustrations. Ensuring smooth operations during busy periods enhances the shopping experience and encourages return visits.
- Staffing levels – Use Retail Report to identify the busiest times and adjust staffing levels to ensure an enjoyable and safe shopping experience. For example, you might require additional security personnel to manage the crowds effectively and deter shoplifting during busy periods.
- Car park management – Retail Report helps you understand how customers are using your car park. This enables you to predict the busiest times for parking and ensure that more resources are deployed to minimise any congestion.
- Cleanliness – It’s all about finding the right balance. When cleaning during peak periods, ensure it’s carried out discreetly and doesn’t disrupt the shopping experience. Keep more extensive deep cleaning tasks for off-peak hours.
9. Integration of online and offline channels
With the rise of e-commerce, click-and-collect services are essential for attracting online shoppers to the mall. Designate easy-access pickup points and parking for quick pickups. This creates a seamless experience while also reducing friction for customers who prefer to avoid crowded stores. You can also attract online shoppers back to your shopping mall with special discounts that can only be redeemed in-store.
10. Partnering with local charities for holiday giving
It’s the season of giving, so give something back to your community. Select a local charity partner to collaborate on a donation drive at your shopping mall. You could ask for donations such as toys, clothes, or food. For every donation made shoppers could receive a discount voucher, a free gift, or earn extra loyalty points.
Conclusion
The Golden Quarter is a time of unparalleled opportunity for shopping malls to boost footfall traffic, increase sales, and solidify customer relationships. This final quarter of the year is crucial for retail success, making up a significant proportion of annual sales revenue. By integrating offline and online channels, thinking local, and focusing on the customer, shopping malls can create an unforgettable shopping experience that keeps customers coming back again.
Leverage the power of retail analytics to maximise your potential and thrive during the year’s busiest shopping period. Book a free demo of Retail Report today.
