We’ve recently restructured LEMOK AGENCY to fully focus on digital marketing for shopping centres. We believe the future of South African shopping centres lies in successfully bringing together the physical (brick & mortar) with digital (eCommerce/digital marketing/fintech/etc) and creating new experiences for your shoppers, while re-purposing vacant spaces & generating new revenue streams.
It is because of this that we have commissioned this research study to truly find out why shopping centres, across the board, achieve little to no engagement on social media.
Recommended article: “Social Media for Shopping Centres”
The research was conducted on Facebook & Instagram, through a lead generation campaign. The campaign ran for 5 days, with 118 responses received. The findings are as follows:
We asked the question, “do you follow any shopping centre on social media?” and to our surprise, 82 people (69.5%) said NO and only 36 (30.5%) said YES.
Some of the feedback we received as to why a majority of consumers do not engage with shopping centres on social media include:
They’ve become institutions of sorts; you know what you are going to get.
No I don’t because I have no need to follow them.
I find nothing interesting at all on their pages than the usual competitions & events that I’m never interested in. I’d rather follow a specific shop’s page.
The research pointed us to two fundamentals:
- The lack of original content from shopping centres is even more apparent to consumers than we care to acknowledge. And this is to the detriment of our centres. There needs to be more than tenant specials on social media pages. We need to get the online community’s attention fixed on our shopping centres.
- Shopping centre marketing is perceived as “same old, same old”. More needs to be done, particularly more investment into non-conventional marketing tactics.
Research continues to validate what we wrote about in our “Social Media for Shopping Centres” article – that good content is really the only currency in the digital world. It is also becoming more and more apparent that consumers are looking for more (which they aren’t getting from us as shopping centre marketers).
I’d like to hear your thoughts on this. Leave a comment below.