Prim and Proper? Not This Event

A sensory (and a little messy) experience took shoppers behind the scenes of winemaking.

To the average consumer, wine tastings can be a little intimidating. The finer details of the varietals, glasses, and vocab might all be elusive, which makes one shopping destination's recent festival that much more refreshing.

Duplin Winery[...] Tactics Subscribers Read More...

Too Early for Santa Bookings? Think Again

Sales Promotions, Sales Promotions & More

November is when malls hold their light switch-on events, but the real holiday countdown has already begun.

It's a little cheeky to use consumer FOMO as a retail tactic, but it's also hard to resist when all your rivals are in full promo mode. Particularly ahead of the holiday shopping season, marketers will do whatever it takes to position their cent[...] Tactics Subscribers Read More...

What’s Next: Offline/Online Retail Events

Apps, Food & Beverage

Hammerson centers stretch their food event experience through their mobile apps.

The offer to spend two days sampling tasty bites for free is enough to create a foodie frenzy, but what does a retail destination team do once all the crumbs have been swept up? Simple: Keep the buzz going online, just like some Hammerson shoppi[...] Tactics Subscribers Read More...

Shopping for Cover

Food & Beverage

If shoppers are just entering your mall to escape extreme weather, then give them a reason to linger.

While shopping centers in Europe were hoping that customers would seek shelter from the heatwave under their roofs, one mall in the other hemisphere was helping its visitors brace themselves for the cold with an F&B event. Westfield Woden in [...] Tactics Subscribers Read More...

What’s Next: Chefs in Residence

Food & Beverage

This culinary destination morphs into something different every six months.

The countdown clock is ticking for Gabriel Israel. The tattoo artist-turned chef has 74 days left to dazzle patrons at a new concept restaurant that aims to keep things fresh for customers, both in terms of cuisine and ingredient sourcing. L2[...] Tactics Subscribers Read More...

Back to School Is Coming Early in California

Sales Promotions & More, Seasonal Giveaways

Broadway Plaza gets itself on parent’s itinerary with digital shopping guides.

It's a tad unrealistic in the middle of July to expect children to get excited about heading back to school, but Broadway Plaza's marketers seem to think that parents might be ready to start planning their purchases with the right support. Th[...] Tactics Subscribers Read More...

This Isn’t a Spaceship, but a Food Court

Food & Beverage

Lighting design is at the heart of this popular urban F&B destination.

Transit hubs are about moving people through—fast. It doesn't mean that one can't pay attention to the experience of those fleeting moments of commuter train transfers, bites on the go, and daily errands. As one Canadian design project shows, [...] Tactics Subscribers Read More...

FCP Hits It Out of the Park

Sales Promotions & More, Seasonal Giveaways

Weekly concert contest brings out the lunch crowd.

Here's a nice idea to get more traffic flowing to your shopping center's restaurants and food court mid-week: Entertain customers as they eat. First Canadian Place (FCP) in Toronto is doing just that this month with its weekly VIP lunch contest.[...] Tactics Subscribers Read More...

The Bells Were Ringing at This Mall Chapel

Sales Promotions, Special Events

A media partnership turns a wedding fair into a full-blown festival of love.

For those used to the haute life, weddings take on above-average proportions. A Canadian upscale center and its media partner managed to create their one-stop planning dreamland for a month with a mix of how-to sessions, aspirational visual merc[...] Tactics Subscribers Read More...

The Retail Chain Advantage

Sales Promotions, Sales Promotions & More

Mecca takes its After Party experience to Westfield malls in “beauty Coachella” style.

It's easy to turn your nose up at marketing concepts that were developed at company headquarters and replicated at several points of sale—what's the creative excitement in that? When you factor in the ability to supersize retail activations, h[...] Tactics Subscribers Read More...