Why commercial facilities should increase contact points with users

The environment surrounding modern commercial facilities is changing dramatically due to shifts in consumer values and the evolution of digital technology. In order for commercial facilities to survive and continue to grow in such a situation, it is essential to reconstruct how information is disseminated and how visits are promoted. Why are so many facilities now reviewing their methods of information dissemination and visit promotion? We will explain the three important points behind this.

Shift from material consumption to experience consumption

The value of “owning things,” which was once the center of consumption, has diminished, and modern consumers tend to value “experiences that can only be had there (experience consumption).” In particular, with the spread of SNS, people have come to find joy in sharing their experiences with others. Commercial facilities are required to change their role from simply selling products to providing high value-added experiences such as excitement, discovery, and learning.

Providing experiential value that cannot be obtained online

Now that the convenience of e-commerce sites has improved and shopping is possible anytime and anywhere, commercial facilities need to clearly present a “reason to go out of their way to visit.” That is a real experiential value that stimulates the five senses, which can never be obtained online. Examples include attractive events, a comfortable space, and communication with staff. These experiences provide a strong motivation for visitors to visit the facility.

Responding to the diversifying needs of visitors

Visitors’ lifestyles and values are becoming increasingly diverse. The functions that people seek from commercial facilities differ from person to person, whether it is a place for shopping, a place for relaxation, or a place for interaction. Although it is difficult to meet all needs, it is extremely important to clarify the target customer base of your facility and provide services and an environment that deeply resonate with that visitor base in order to increase customer loyalty.

5 promotional ideas for commercial facilities to enhance experiential value

In order to make visitors think, “I want to come again,” providing a memorable “experiential value” is key. Here, we will introduce specific ideas for creating buzz and promoting visits that can be implemented in commercial facilities to enhance experiential value.

Participatory events incorporating seasonal themes and trends

Planning events that visitors can enjoy by participating themselves, such as workshops that parents and children can enjoy together, and fairs in collaboration with the local community, will increase satisfaction. In particular, incorporating seasonal themes and collaborations with popular characters creates a special feel and leads to buzz throughout the facility. If the completed works and the enjoyment are shared on SNS, a natural word-of-mouth effect can be expected.

Stamp rallies and puzzle solving to enhance the circulation of the entire facility

In order to create opportunities for visitors to visit various stores within the facility, it is effective to implement measures that promote circulation. Digital stamp rallies using smartphone apps and puzzle-solving events set throughout the facility promote visitors to explore the building while enjoying it as a game. This creates encounters with stores that they did not know before, and deepens the engagement (attachment and connection) between each tenant and visitors. Building these relationships with customers will ultimately lead to increased sales for the entire facility.

Pop-up stores and product exhibitions that create a sense of exclusivity

It is the planning that deeply understands the characteristics of the region and the lifestyles of the people who gather there, and “resonates” with their sensibilities that moves the hearts of visitors. Pop-up stores featuring limited-edition brands from popular e-commerce sites and regional events such as Hokkaido product exhibitions are excellent opportunities to attract new visitors who do not normally visit the facility. These events tend to be the purpose of the visit and can be expected to have a high customer-attracting effect.

Photogenic space production aimed at spreading on SNS

It is also important to make the facility space itself attractive and make it a “place you want to go out of your way to visit.” Beautiful seasonal illuminations, art works, and photo spots that make you want to take photos will create a natural dissemination effect through SNS. An attractive space also has the effect of extending the length of stay of visitors and enhancing the brand image.

Providing a third place to enhance the comfort of visitors

Modern commercial facilities are required to function as a comfortable third place (a third place) that is different from home or the workplace. In particular, comfortable rest spaces are an important point in choosing a facility for families with small children and senior citizens. By providing lounges with free Wi-Fi and power outlets, and clean and safe kids’ spaces, visitor satisfaction will be greatly improved, leading to repeat use.

5 digital marketing ideas for commercial facilities to increase contact points with visitors

In modern customer attraction strategies, the use of digital technology is unavoidable. We will introduce digital measures for information dissemination and relationship building that can seamlessly connect online and offline to increase contact points with visitors.

Approach potential visitors with SEO measures

SEO (Search Engine Optimization) is a measure to display your facility’s official website at the top when searching with keywords such as “area name + event.” By continuously disseminating event information and the latest news of tenants on the official website, it is possible to approach potential visitors with high motivation to visit the store without spending on advertising costs. This makes it possible to continuously increase the facility’s recognition.

SNS marketing to cultivate fans

SNS is a powerful tool for communicating directly with visitors and increasing the number of fans of the facility. By not only disseminating information on new products, but also conducting hashtag campaigns and promotional activities using influencers, it is possible to increase the dissemination power of information and convey the facility’s appeal to more people. Furthermore, it is essential to take an approach that increases the amount of conversation (number of mentions) about your company’s services on SNS and platforms through these activities. It is important to build a relationship of trust with visitors through two-way communication.

Company apps and email newsletters to increase repeat rates

Company apps and email newsletters are extremely effective for repeat customer measures that maintain relationships with visitors who have visited the store once and encourage them to visit again.

In addition to timely information distribution via app push notifications and the provision of coupons based on purchase history, it is also essential to utilize “pop-up screens” that convey seasonal information when the app is launched, and to design “onboarding” that clearly conveys the benefits at the time of initial use to encourage retention. By combining these, it becomes possible to take a detailed approach that is tailored to each visitor, leading to improved loyalty.

OMO strategy that integrates online and offline

OMO (Online Merges with Offline) is a strategy that improves the visitor experience by integrating the convenience of online and the experiential value of offline. Examples include services that allow customers to pick up products ordered in advance via the app at a locker in the store, and mechanisms that allow customers to view product reviews by scanning a QR code at the store. This allows visitors to have a smoother and more comfortable purchasing experience, and is expected to maximize satisfaction and sales opportunities.

Digital signage that enables timely information dissemination

Digital signage (electronic billboards) is a medium that can be used to disseminate timely information using videos and audio in various locations within the facility.

While event announcements are made at the entrance, information tailored to the situation at the time, such as seasonal recommended products and point-up campaigns tailored to the time of day of the visit, is distributed on each floor. By flexibly presenting a variety of “deals” that modern visitors are looking for, rather than simply offering discount sales, and optimizing the displayed content according to the location and time, it is possible to attract visitors’ attention and effectively guide them to their desired location.

Are you having trouble with branding your facility using SNS and digital dissemination? SUNNY SIDE UP supports the expansion of facility recognition and the formation of fans through information dissemination strategies that integrate online and offline. Please feel free to contact us using the form below for consultations on effective dissemination measures.

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Two communication strategies for commercial facilities to increase fans

In order to avoid ending up with temporary customer attraction such as campaign-oriented or deal-oriented customer attraction, and to increase the number of fans who will love the facility for a long time, cooperation with the surrounding area is essential. Here are two ways to grow together with tenants and the local community, rather than just the facility alone.

Cross-customer referral campaign in cooperation with tenants

By cooperating between the facility and each tenant, a large synergistic effect is created. For example, a cross-customer referral campaign in which discounts are offered at restaurants when a receipt purchased at an apparel store is presented promotes customer circulation and contributes to increased sales for the entire facility. The key to success is to hold regular exchange meetings with tenants and plan joint campaigns that make use of on-site feedback.

Holding events in cooperation with the local community

It is also important for commercial facilities to contribute to the revitalization of the local community as a member of that community. By sponsoring local festivals and holding markets that invite local farmers, the bonds with local residents will be strengthened.

Also, when carrying out these activities, it is essential to have the perspective of “what kind of existence do we want to be” and “what kind of impression do we want to leave in their hearts” for the people who live in and visit the area. Becoming an existence that is loved by the local community with such a PR and marketing perspective will lead to differentiation from competing facilities and become the foundation for sustainable customer attraction.

Three points to lead customer attraction measures to success

No matter how excellent the idea, it will not lead to results unless it is implemented systematically and improvements are continued. Here are three important points that you should definitely keep in mind in order to lead customer attraction measures to success.

Clearly define potential visitors

In order to make the measures successful, the first step is to specifically define “who you want to please.” For example, by clarifying the target as “families with preschool children living in the neighborhood,” the direction of the planning will be determined, the message will not be blurred, and effective appeals can be made.

Measure and improve effects based on data

After implementing the measures, be sure to verify their effects. Analyze data on the number of visitors, sales data, app usage, and SNS responses, and evaluate whether the goals set in the planning stage have been achieved. Continuing to rotate the PDCA cycle based on objective data, rather than relying solely on intuition and experience, will improve the accuracy of the measures and be the key to continuing success.

Formulate a consistent annual sales promotion plan

It is important to formulate a consistent sales promotion plan throughout the year, rather than carrying out one-off events without a plan.

In addition to standard seasonal events such as spring’s support for new life, summer sales, autumn’s appetite, and winter’s Christmas, we will strategically combine social trends such as “SDGs,” “well-being,” and “oshi-katsu,” as well as unique themes that make use of the characteristics of the region, to create an annual schedule. This enables planned budget allocation and resource securing, and allows for the continuous implementation of higher quality measures.

Conclusion and Next Steps

This article introduced representative information dissemination and customer attraction measures required for modern commercial facilities. The most important thing in the midst of diversifying consumer needs is to provide “special experiential value” that cannot be obtained online and build long-term relationships with visitors. Let’s aim to become a “commercial facility that is chosen” through dissemination measures that make use of the characteristics and locality of each facility.

SUNNY SIDE UP is capable of supporting the design of optimal information dissemination strategies and promotion measures tailored to the characteristics, location, and target audience of the facility. If you would like to receive public relations and communication support to enhance the value of your facility, from “creating buzz” to “promoting visits,” please feel free to contact us using the inquiry form.

Contact Us | PR Company | SUNNY SIDE UP Inc.