Smart marketing increases shopping centre foot traffic
A challenging operating environment was no obstacle for Floreat Forum in Perth. The shopping centre’s clever customer-oriented programs have boosted foot traffic and turnover, securing customer and tenant loyalty.
Floreat Forum, a sub-regional shopping centre just seven kilometres from the Perth CBD, was presented with the MCS Security Shopping Centre of the Year Award at the Property Council’s 2017 WA Property Awards.
At just under 19,000 sqm, Floreat Forum is anchored by two major supermarkets and a discount ‘mini-major’, and has 84 specialty stores.
Originally built in 1964, the centre was the first ‘American style’ enclosed shopping destination in Perth.
In a tight retail market, centre vacancies and expiries created an opportunity for the asset management team to launch new services and programs designed to improve the customer experience.
“In an extremely competitive market, Floreat Forum has led the way in producing engaging marketing campaigns that attract and retain customers,” says the Property Council’s WA executive director Lino Iacomella.
“In the past year, Floreat Forum’s team has devised a strategy to relaunch its outdoor dining precinct through an omni-channel marketing approach.”
The introduction of local artisan markets, and a customer “surprise and delight” program created market differentiation.
To improve the ambience of the outdoor precinct, tenant shopfronts were enhanced, external façades upgraded and external festoon lighting used to create a ‘Magic Tree’ that connects people to the place.
The Outdoor Dining precinct and Magic Tree are hits with young families and a new meeting place with customers.
“By embracing social media and the power of influencers, Floreat Forum was able to increase foot traffic and create a contemporary brand.”
The centre management team also helped tenants achieve significant savings by minimising electricity and water usage, as well as waste.
The 2017 WA Property Awards celebrate the state’s retail and commercial property industry with a focus on marketing, management and innovation excellence.