10+ Reasons to use… MALL advertising

Source: Voxburner, Mintel & IMRG-Capgemini eRetail Sales Index Jan 2014

The last opportunity for an advertiser to reach consumers before they pass through a retailer’s door

• A captive environment – the last chance to influence mall users before the point of purchase

• On average within a mall, 51% of shoppers will go ahead and purchase something on impulse

• Direct proximity to a point of purchase – offering the chance to physically view the product before you buy.

• Most malls offer free WiFi

• While we currently top the list of countries shopping online, 80% of our money is still being exchanged in bricks and mortar shops

Over £321 billion was spent in 2013 in the retail sector

• Shopping malls account for 27% of all retail sales in the UK

• £1 in every £3 is spent in shopping malls (non grocery and online)

• Over 50% of the UK's shopping

population visit a Shopping

Centre every fortnight

Source: British Retail Consortium, The Shopping Centre Hub

Top UK retailersTop retailers that feature in more than 60% of the top 100 shopping malls are:

• EE

• Boots

• Card Factory

• Claire’s Accessories

• Clarks

• Clinton Cards

• Costa Coffee

• Ernest Jones

• Games

• Greggs

• H Samuel

• H&M

• HMV

• Holland & Barrett

• JD Sports

• New Look

• Next

• O2

• Phone 4 U

• River Island

• Starbucks

• Superdrug

• The Body Shop

• Carphone Warehouse

• The Perfume Shop

• Thorntons

• Vision Express

• Vodafone

• WH Smith

The Customer Journey

• Malls provide brands with the opportunity to influence shoppers throughout the purchasing cycle

• The Outdoor Media Centre’s ‘The Customer Journey’ research identifies the four main stages within the purchasing cycle and highlights the media channel that is most commonly associated with each

• Malls offer brands a unique opportunity to reach consumers at all four phases, either completing the entire cycle during one single visit or reaching them at an individual stage but at a time when frame of mind is positive and geared towards shopping

Premium locations

• All UK malls are ranked according to a unique classification system from Trevor Woods Associates

• With 819 malls in the UK, ranking criteria includes, amongst other things, amenities, transport links, floor space and retailer type and there is a strong correlation between the ranking of a mall with the audience and average spends they experience

• Shopping Centre shoppers are three times more likely to buy, three times more likely to be positively interested and therefore three times as likely to recall targeted advertising

Source: The Shopping Centre Hub

More than a place to shop

• Malls are not simply a place to shop, they are a place to spend time with friends, share opinion, enjoy a coffee, meal or even a movie

• The mall destination is now strongly associated with enjoyment and social fulfilment

• Those who are there to relax, socialise or browse are even more susceptible to being influenced by advertising messaging

• All of these benefits attract larger audiences who spend longer in the malls ultimately maximising the coverage a campaign achieves and targeting those with the greatest spending power

Source: The Shopping Centre Hub

Top UK Shopping Destinations

Source: Trevor Woods Associates

Westfield Stratford

Westfield London

Metro CentreBluewater

Meadowhall

The Trafford Centre

Lakeside

Merry Hill

Arndale Centre

St Davids 2

thecentre:mk

Westfield Derby

Eldon Square

Bullring

EK Centre

Liverpool One

The Centre Livingston

Highcross

The Telford Shopping Centre Canary Wharf

The Mall Cribbs Causeway

Brent Cross

The Harlequin

Festival Place

The Mall Luton

Kingfisher SC

Whitgift

The Victoria Centre

Braehead

Oracle

Nationwide Coverage

• You can communicate with

75% of the UK population

every 2 weeks through a

campaign in the top 100

ranked malls

Based on mall footfall per two weeks

Desirable Audiences• 60% of shoppers fall under the ABC1 social

category

• 68% of shopping mall visitors are female

• The majority of UK shoppers are aged 25 and over, with under 25’s representing 20% of the overall audience

• An average time of 2 hours is spent per visit with an average spend of £86 in the UK’s Flagship malls

Source: The Shopping Centre Hub

Creative Environment

• Malls offer the plentiful space and technology capabilities required for creative advertising executions

Route• Malls are now part of Route - the audience

measuring body for out-of-home media. This means that the media in malls can now be measured alongside all other outdoor media formats – providing insight into the contribution malls can make to an overall multi-media schedule, or providing audience data on stand-alone mall campaigns

• Route can provide an accurate measurement on the number of people that see each advertising opportunity

• Route is able to provide key demographics on who visits the malls and how often, as well as providing key insights into the media consumption of the regular mall users

Leading advertisers in shopping malls

Mango, Dior, Universal Pictures, Warner Brothers, Sony Pictures, Nike, Peugeot, Citizen Watches, Nintendo, Clarins, Google, Microsoft, Vodafone, EE, O2, Unilever, Samsung, Nokia, Ford, Mini