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Final Report Danielle Andrade Sean Carey
Alex Pizzala Chris Hartnett
Steve Zawada
Agenda•Opportunity •Industry •Challenges•Research Methods•Findings•Recommendations
Opportunity● Despite the Mall’s success, management believes there
is always room for improvement ● Specifically through marketing with digital and social
media:○ Entice target consumer to:
■ Shop more frequently■ Spend more per visit■ Increase shopping during the malls off hours
Opportunity ● In order to meet these requests our team aimed to
investigate the following in regards to the target consumer:o Current social media, email and mobile usage patternso Engagement Patterns o Platform Preferenceso Content Preferences
Industry ● Technology is changing the way we shop
o Changes in lifestyleo Ease of orderingo Expedited delivery optionso Window Shopping
● Shopping Malls/Centers are on the declineo Less than 80% of malls nationwide are considered to be healthyo Those that are healthy are thriving
Digital Marketing in the Industry● Mall of America’s Strategy
o Three Pillars ▪ Listening, Connecting and Engaging
o Employee Trainingo Reach out in new ways
● PlaceWise Mediao Working with 600+ shopping centers nationwideo Fastest growing company in the industry
Challenges● Corporate Marketing Experiment- no access
to the following:o Christiana Mall Club email listo Christiana Mall social media accountso Christiana Mall assistance to post our survey
● $0 Budget● Getting respondents on our own● Permission denied from UD Alumni Group
Research Findings● Our research has identified the following
information about the Christiana Mall’s core consumer:o Social media usage patternso Platform favorability o Favorability and consumer perceptions towards
different types of contento Perceptions of the Christiana Mall’s digital marketingo Consumer desire for digital marketing
Research Methods● Quantitative and Qualitative● Qualitative: In-depth Interviews
▪ Conducted in the mall: 5-10 minutes per interview, 8 total
▪ Gained perspective on personal social media habits and shopping behaviors / preferences
Interview Findings • Usage patterns: • Primary and secondary target are most active on
Facebook • Access from computer, tablet, smartphone
• → WiFi & GPS capabilities • Usage patterns = Early morning & before bed • Everyone was active consistently on email
Interview Findings • Engagement Patterns: • Low rate of engagement with stores and companies • Target market appreciates consumer-centric focus
from stores • Favorability towards email interaction
• Email is perceived as less intrusive and discounts/ coupons/ updates are more often looked at
Interview Findings • Christiana Mall Club: • Lack of knowledge stemming from poor promotion • Interest in Mall Club services • Opportunity to increase email engagement and
customer foot traffic
Research Methods (cont.)• Qualitative: Focus Group
▪ 90 minute duration▪ Mall store managers: American Eagle, Victoria’s
Secret/PINK, J.Crew, Wilson’s Leather, Sidney Thomas▪ Helped to identify current trends and relationships
that exist between social media, advertising, and consumer engagement
Focus Group Takeaways• Mall underutilizing email correspondence• Social media campaign success, dependent on
targeted demographic • Social Media should be used to reach younger
demographics, using primary target’s monetary backing• Social media giveaways, extremely effective
• Need for mall identity and community-centric content → pulls foot traffic
Research Methods (cont.)● Quantitative: Online Survey
▪ 101 respondents▪ Casted over a four week period, reached out to personal
networks, university network, local businesses, mall shoppers
▪ Made several trips to the mall in order to conduct intercept interviews on our own laptops and tablets.
Very Often
Often
Sometimes
Rarely
Never
Social Media Post Content
Post Content Preference
Company Email Signups
• Education• Gender
Recommendations • 69% of consumers listed Facebook as their favorite
social media account• Facebook - sole focus of social media communication
• Most engaging content consists of trends, discounts, celebrity news, and giveaways
• 75% of respondents would like to see sales and deals on social media sites• Active engagement and distribution from the
Mall’s end
Recommendations • Create an identity for the mall = connect to
consumers • Host events that bring consumers to the mall = instant
foot traffic • Usage patterns lead to an opportunity- Post content
before work and after dinner time (catch the most eye balls)
Recommendations • Christiana Mall Club
• Only 8 participants were current members → lack of knowledge due to low promotion• Promote the club on social media, during events, and
through store distribution • Opportunity for email communication
• 89% of respondents are active or very active on email• 67% of respondents agreeing to enjoying emails from
stores
RecommendationsIndependent T-test takeaways
• Remind shoppers of opportunity to shop for loved ones (optimize on current consumer shopping behaviors)
• Well liked mall events = fashion show → geared towards female demographic
• Use Pinterest to interact with the “YoungFamilies” target market
Recommendations
Community Activities
- Yoga
Fashion Shows
Car Shows
Recreational Events:
- cooking
- painting classes
Small Concerts
Questions