Although the Orchard Shopping Centre already had very good consumer engagement via its social media channels – using our Mall-to-Mobile solution - the centre management team were keen for Destination to look at new and innovative ways to get its retailers more involved through the same digital channels but, more especially, via social media, over and above the day-to-day content/activity. This would, in turn, help the retailers to drive interest for their stores, increase footfall and build sales.
Destination came up with the idea of running a social media competition programme in conjunction with the Orchard Shopping Centres retailers and some of its key local partners.
This was piloted before becoming more formalised when the Mall-to-Mobile contract was renewed for its third time with the centre in July of 2016.
From October 2015 when the pilot started to the end of November 2016, there was a 157.5% increase in Facebook Page Likes. This new approach helped to bring the retailers closer to the Centre Management Team, link them in with aspects of the centres marketing & promotion, and also helped to increase footfall in the centre and also sales for the included retailers.