Mall Positioning

Situation.

Product positioning for shopping centers is all about the stores. Shoppers look for places to shop, and a successful branding strategy must involve an umbrella statement that can suggest the product positioning. Hanes Mall needed a follow up of the very effective "Ultimate Shopping" program that advanced the branding process and had rescued the mall from sales decreases.

Solution.

The umbrella theme, "Favorite Things," involved a maniacal approach which focused on product differentiation -- how Hanes Mall continued to offer the best shopping experience in the area with concrete examples of store names and merchandise mix. "Favorite Things" also involved elements that touched every aspect of the shopping mall, to include everything from security seminars to graphics for operations-related items to customer service training.

Results.

The program ran for three years, and the mall experienced sales increases each month for the entire three years. Every metric had been achieved, from increased number of visits from core shoppers to increased expenditures by frequent shoppers to better perceptions about safety and cleanliness. Shoppers proved that Hanes Mall had plenty of their favorite things.