Marketing Opinion ACROSS Interview

“THE CUSTOMER IS THE SALESPERSON”

Due to the pandemic and social media, customers have become the salesperson. The traditional framework does
not work the same way anymore. Customers feel more confident buying from a relatable source. Digitalization is
key as well – for b2b as well as b2c. Furthermore, customer loyalty is an essential marketing focus, especially
segmented email campaigns. The use of social media channels for news, promotion, and influencers related to your
target group are a must nowadays. On the other hand – events with semi-prominent or wannabe prominence have
been falling behind. Also out-of-home advertising has become more targeted and specific.
It is a known fact that marketing activities do vary. However, it depends on the resepecticw country and of course,
on its size. We see big centers spending much more money on advertising and big campaigns, but even in
cases like the HBB-initiative “Warming jackets for those in need” we have seen centers becoming much more creative
and not settling with the standard “program”. The medium and small sized malls have always had to be more creative,
and this is becoming more and more prominent. I believe we will increasingly see more of this trend!
Another challenge is that marketing budgets are getting tighter. Thus, a lot more thought must be put into getting
the most out of less money. It is about ingenuity and being more creative to generate the biggest impact. Also, considering
that the lion share of marketing budgets are mainly paid by the tenants, they want to see their money spent
wisely and there to be a ROI.

“THE CUSTOMER IS THE SALESPERSON”

Major changes in the marketing landscape are happening. Anita Stampfl is Special Projects Manager at HBB. As an on-field expert, she shares her views
on and experiences with the latest marketing techniques, budgets, and efficient marketing efforts HBB-INITIATIVE: “WARMING JACKETS FOR
THOSE IN NEED” HBB focuses strongly on close cooperations with cities and communities around their center in their marketing
efforts. For example Forum Hanau (Germany), teamed up with the city of Hanau, its mayor and city
marketing, the organization “Stadtretter” as well as other local organizations to help homeless people and
people in need. Together they have created a “place for affection” (German: Platz der Warmherzigkeit) outside
the Forum in an in-door space. This place has become a drop-off and collection point for warm jackets. The
motto here was “Take a jacket if you are cold. Hang a jacket up if you want to help.” This was happening
throughout the month of February 2022. The campaign was very successful with one retailer gifting 50 jackets.
Many locals have looked through their closets to find unused jackets to hang up at the place for affection.

ACROSS: AS A JUDGE OF THE SOLAL AWARDS YOU HAD A CLOSE LOOK AT THE MARKETING EFFORTS
DURING THE PANDEMIC: ACCORDING TO YOUR EXPERIENCE, WHAT IS THE MAIN DIFFERENCE
BETWEEN DURING AND AFTER TIMES OF CRISES?

ANITA STAMPFL: During a crisis, you are literally in survival mode – you just strategize on how you can keep the
customers come to visit the very few remaining stores allowed to be open during lockdown, or on how to get
them to the stores when lockdown was partially lifted, but with many restrictions. Neither the dwell time nor a great
shopping experience are under consideration at that time. The focus is on keeping your customers safe and offering
services which they might need, whilst still engaging with your shopping center. Social Media, as well as newsletters
are important sources to keep engagement high. In the aftermath of the crisis, you want to bring customers back
in. You need to build meaningful campaigns which are engaging, getting them back to the center safely. Having
said that, we are not there yet as we still have an on-going crisis. People also want to show that they are socially
engaged, especially with the war still going on. So, in my opinion there is no real difference yet, as there are still too
many things happening.

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

STAMPFL: Most certainly social media and websites. And if the center has a well-established app, then that as well.
In the case of a great campaign – mainstream press.

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

STAMPFL: I have seen art being presented through collaborations with museums or opera houses and this initiative
being used for campaigns. To me, this is a great method when interaction or hands on events are not possible. Additionally,
the use of common areas for social activities has become very important as well. Web-based solutions have,
again, come to the forefront.

ACROSS: WHAT STRATEGIC CHANGES TOOK PLACE?

STAMPFL: I believe the “S” in ESG has increasingly been Anita Stampfl is the Special Projects Manager at HBB and has served
as a judge for the Solal Awards 2022. Her 3 essentials for good marketing within the shopping-center
industry are:

1. Demographics
2. customer interests and preferences
3. customer loyalty

highlighted. Social engagement, social awareness and consideration as well as using common areas for community
or non-profit organizations have become tools to engange.

ACROSS: WHAT INNOVATIVE APPROACHES DID YOU SEE?
STAMPFL: Delivery services, not just for one store but to bundle different stores or restaurants together and to
provide delivery services to the customer. Flash sales – a tenant offering for a limited time only an item for a
reduced price on a newly created website. The customers buy it online and then collect it at the SC.
Web portals for all stationary retailers: For small and medium-sized retailers to have an online presence gives
them the fighting chance against big flagship stores and they offer local retailers online visibility.

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