Mall promotions have moved on a long way from the traditional man with a stand, and these days, rather than scuttling past, promotions often attract huge crowds.

As well as generating non-rental income, promotions can be informative and entertaining, while of course anyone offering freebies will always attract shoppers' attention. But at the same time it is important not to turn shoppers off from passing through a centre for fear of being harrassed. Select promotions can actually attract people through the doors and then not only is the centre earning income from available floor space, but it is also attracting footfall and encouraging customer spend.

JFR Promotions, which works with nearly 30 shopping centre managers to assist with the administration and organisation of all their mall promotions, believes that in-town shopping centres need to go that extra step to ensure they stand out from out-of-town centres and the massive surge in internet shopping.

Company founder John Rodgers says: "Internet shopping is proving to be a lifestyle method of purchasing what conumers require without leaving their homes. I'm informed that the pleasure of shopping has been somewhat spoilt by difficulty in getting to town centre venues, due to major congestion and parking difficulties. So some people are taking the easy option and staying at home or at work to do their shopping."

The company realises that a varied array of promotions and exhibitions will increase public interest.

EFM Mall Trading agrees that a lifestyle destination needs more than just excellent shops and good facilities - it must offer something distinct from the competition.

Director Frank Whiting says: "Consumers now have more choice than ever when they go shopping. By adding a lifestyle dimension to shopping centres, consumers feel they are receiving something special by visiting - added value."

EFM believes brand alliances are key to bringing in additional products and services to meet the needs and desires of consumers. Most recently their centres have launched the new shape Coke bottles, introduced perfume samples and even worked with the government to raise awareness of Sure Start - a programme to deliver the best start in life for every child - through a community exhibition which created a customer focal point.

But Whiting insists the holistic approach has to be based on more than just products and sales to make the mall a lifestyle destination. "Free samples, product previews and informative displays will all help the consumer feel that the shopping centre offers them something more than the internet or high street."

EFM also insists that in order for a promotion to work best for the centre, free samples and product sampling should reflect the retailers within the centre in order to push sales forward.

"If you're advertising a new perfume when there are no perfume retailers within the centre you're effectively encouraging consumers to spend their money elsewhere," says Whiting. "Whereas well selected product sampling can help grow retailer sales."

However, there are exceptions to the rule. Car promotions, for example, are an excellent way to increase footfall if the car is right and the competition is well organised and highly visible, explains Whiting.

Shoppertainment believes the wow factor is key to promotional activities. It used this summer's World Cup to entertain the crowds while at the same time generating income at Brent Cross, London.

A plasma screen broadcast the England matches, plus other entertainment, including football skills and a penalty shoot out. The result was an exciting, feelgood atmosphere. Shoppertainment worked with companies which complemented the World Cup, such as Coca Cola, to create a unified offer.

Jones Lang LaSalle director Richard Davies explains that promotions need to be managed properly so that shoppers don't feel forced into anything, and this is where JLL's operating control comes into play, with a list of dos and don'ts that include allowing the customer to approach the stand, rather than the other way around.

"If something looks interesting people will come up to it and think 'what's that about?' Conversely, if shoppers feel 'pressed' into engaging with a promotion, they can be put off. Demonstrations can be very effective and draw crowds. If they're of good quality, and entertaining, they can induce people to an impulse buy.

"Promotions and demonstrations are all about generating an attractive, exciting environment that consumers will want to be part of. A clinical mall is transformed into an experience."

Moving over to the Continent

SpaceandPeople is moving into overseas markets having secured a contract to broker the space for six shopping centres on behalf of Hammerson France.

The centres - five of which are in the Paris region with one in Strasbourg - welcome about 80 million visitors per year.

Nancy Cullen, joint CEO of SpaceandPeople says: "We created a new market in the UK by making revenue-generating use out of previously unmanaged shopping centre space and have proved the value of our service to both property owners and marketers. We now have the technology and equipment to develop new markets."

Other opportunities are being developed in other European countries, and early stage discussions are underway with the Middle East market, where this is a new revenue opportunity.

Contacts

JFR Promotions: 0161 486 6192

EFM Mall Trading: 01432 358848

Shoppertainment: 0161 833 0955

Jones Lang LaSalle: 020 7493 6040

SpaceandPeople: 0141 3038360

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