| Today, without an effective marketing program a strip | | | | participating stores. Since weight determines postal |
| retail centre cannot compete. The centre across the | | | | rates, a coupon mailer provides the same exposure as |
| street will draw away customers with its own | | | | a coupon book at a much lower postage cost. |
| advertising, special events, community activities and | | | | Such a piece may be mailed only to those customers |
| supersavers. | | | | on the centre store's preferred mailing lists, and/or to |
| Regardless of the size of a centre or marketing | | | | targeted post codes surrounding the centre via |
| budget, there are ways to compete and also boost | | | | marriage mail (the mailing of one piece along with |
| the bottom line. Strip centre promotions do not need to | | | | seven to nine other pieces of literature) by using a |
| cost a lot of money to be effective. However, a small | | | | direct-mail house. It is much more cost-effective to |
| budget may take a little longer to reach marketing | | | | send materials via marriage mail than by solo mail (the |
| goals. Ten affordable marketing concepts that | | | | mailing of one piece alone). For limited budgets, |
| effectively boost the bottom line follow. | | | | marriage mail is the recommended method of |
| GIFT WITH PURCHASE | | | | distribution. |
| For purchases totalling a specified amount - for | | | | SPECIAL SALES |
| example, $100 or more - the customer receives a free | | | | For smaller budgets, concentrate advertising and sales |
| gift. This gives the customer an added incentive to | | | | efforts during peak buying periods: Autumn/Easter, |
| continue shopping and spending in the centre. Be sure | | | | Summer/back to school and November/December. |
| the item given away does not compete with | | | | After the merchants and customers grow |
| merchandise sold at the centre. Also be sure to track | | | | accustomed to these events, add others to the |
| the names and addresses of customers redeeming | | | | calendar. |
| receipts. This information not only indicates who the | | | | SENIOR CITIZEN DISCOUNTS |
| customers are, but also provides you a focused | | | | Cater to the older customer by offering a Senior |
| mailing list for direct-mail promotions. | | | | Shopper Card that entitles seniors to discounts or |
| FREQUENT SHOPPER PROGRAM | | | | other special offers. Rather than mailing the cards, ask |
| Frequent shopper programs are a great way to | | | | seniors to pick up their cards at a specific centre store |
| increase sales as well as reward loyal customers. The | | | | or the centre's information and customer service desk. |
| reward could be a special gift, a centre gift certificate | | | | Be sure to record names and addresses to create a |
| or other benefits. One approach to such a program is | | | | senior mailing list for future promotions. |
| to give participating customers a printed punch card. | | | | EMPLOYEE INCENTIVES |
| Each purchase totalling a set amount, say $50, | | | | Offer discounts or special sales incentives to |
| receives a punch on the card. When the card is fully | | | | employees of the shopping centre retailers. |
| punched, say at $500, the customer will receive a free | | | | EMPLOYEE EDUCATION PROGRAMS |
| gift or a choice of gifts of equal value. | | | | To help improve merchant skills, hold seminars or clinics |
| CENTRE GIFT CERTIFICATES | | | | on visual merchandising, customer service and retailing. |
| Gift certificates are a way to put dollars back into the | | | | Community colleges are excellent sources for |
| centre when used as prizes for promotions. Be sure to | | | | educated, experienced seminar speakers. Use a |
| inform the merchants about the program and the | | | | secret-shopper service to identify merchants who |
| procedures for accepting the centre wide gift | | | | need to improve customer service. It is found that |
| certificates. | | | | stores that rank low on customer service on |
| COUPON BOOK | | | | secret-shopper surveys also have poor sales. These |
| Coupons generate traffic and attract new customers. | | | | surveys can be an excellent indicator of troubled |
| Capture valuable information, such as the names and | | | | retailers at the centre. |
| addresses of customers who redeem them, on the | | | | WELCOME NEIGHBOUR PROGRAMS |
| back of the coupon. Coupons are also a good way to | | | | Check with the local chamber of commerce, banks |
| measure the effectiveness of a promotion. When | | | | and welcome service organisations to find out about |
| merchants are responsible for coupon offers, be sure | | | | any existing program of newcomer packets. Include |
| to monitor the quality of their offer, which is crucial to | | | | the centre's merchant directory, a magnet with the |
| the success of a coupon. Also, be aware that | | | | centre's logo on it and a shopping bag or other novelty |
| coupons providing dollar amounts off merchandise | | | | item in the packets. It's a fantastic way to reach |
| generally draw a higher redemption rate than | | | | potential customers who are new to an area and |
| percentage discounts. | | | | actively searching for specific types of retailers. Putting |
| COUPON MAILER | | | | the centre's name in front of new residents early may |
| Lighter than a coupon book, a coupon mailer is printed | | | | even help cement their new shopping patterns! |
| on large-size paper, depending upon the number of | | | | |