Assessing the effectiveness of shopping mall promotions: customer analysis

Abstract

Common promotional activities employed by shopping mall marketers were ranked by a sample of customers on their likelihood of encouraging increases in the two key performance indicators used by shopping malls – sales and visits. Results suggest clear distinctions between sales drivers and visit drivers and show possible combinations that would be effective in generating optimum customer behaviour. Some traditional promotions (fashion shows and product displays) are shown to be poor performers in generating either response, whilst school/community displays appear to be encouraging non‐customer visits. Whilst mall‐wide sales are the preferred promotion, a combination of general entertainment and price‐based promotions are found to be a strong alternative way to encourage visits and spending. Actual sales, visits, and promotional types for a three‐month period were analysed to assess the degree to which customers’ behaviour matched stated behaviour likelihood, with supportive results.

Citation

Parsons, A.G. (2003), "Assessing the effectiveness of shopping mall promotions: customer analysis", International Journal of Retail & Distribution Management, Vol. 31 No. 2, pp. 74-79. https://doi.org/10.1108/09590550310461976