Lenox Square—one of the largest centers in the U.S.—was undergoing construction and wanted to let shoppers know it was still open for business, with its regular caliber and selection of stores. “A Stroll Through Lenox Square” was created to showcase the center’s 200+ stores to the city’s hosts, the Atlanta Concierge Society members, so they could see everything the mall can offer their guests.
Free event offered visitors an Exosquad set, photo ops with the show’s cast, and a chance to win a trip to tour Universal Studios Hollywood.
North Point Mall lifts its mid-week sales with a direct-mail insert campaign in the Atlanta Journal Constitution.
Sales associates from stores in Oglethorpe Mall competed in “The Challenge” to test their retail sales skills and knowledge. Separated into groups above and below the age of 25, each were evaluated on “Mystery Shopper” visits, interviews, and product presentation. The top two winners were awarded $300 in cash and a trip to the National Retail Federation Conference. Back at the mall, a customer service ad campaign was created to encourage shoppers to submit their opinions for a chance to win a weekly $250 gift certificate. The mall received 5,250 comment cards from the promotion.
To regain its market share and offset economic turbulence, North County Fair launched a motivation program to reward store managers. Up to $10,000 in cash was to be split among managers whose stores saw sales inreases of 20% over the previous year. Over 80% of the merchants participated in the program, which resulted in a 67% increase in fourth-quarter sales; the prize was split among 20 merchants.
Peterborough Square created a “Square Deal Student Discount Card” to develop loyalty among the cash-strapped students that frequent the center. Students were hired to help with two registration sessions during local schools’ Intro Weeks; those that signed up received coupons, gift certificates, center directories, and a free gift. 4,000 students registered, and merchants reported constant use of the discount cards throughout the school year.
Looking to set itself apart from the competition, the Galleria of Dallas, Texas, minted “Galleria Gold”—coins in $10, $20, and $50 denominations that function like traditional mall gift certificates. A $17,000 campaign to spread the word led to a 61% increase in Galleria Gold sales, and a 57% increase in the average transaction.
Town East Mall unveils family restroom kitted out with amenities for adults and their infant or toddler children.
Assembly Square Mall was the Big Help Headquarters during Nickelodeon’s “Big Help-A-Thon”. The campaign was designed to teach children about helping, encourage them to volunteer, and showcase their accomplishments.
Patrick Henry Mall had its own “Cans Festival”—but with food instead of films. Local businesses, clubs, schools, and non-profit teams were invited to create and showcase 10-foot-side sculptures made using food cans and some minor props. Each team had 24 hours to build, and had to provide their own materials. Nearly 3,000 pounds of food—or 2,333 meals—were donated to the local food bank at the end of the event.