Marketing food as an amenity
Situation.
Research shows that when customers choose to eat a meal when they are shopping they double the amount of time they shop and spend at least 40% more than those who don't eat. Since a number of older shopping centers do not have Food Courts, helping customers locate restaurants and cafes can make the difference in whether they eat or not.
Solution.
Creating a marketing campaign to promote shopping as an amenity provided the key. Using bold, easily identifiable graphics with a simple message helped shoppers locate the food stores. Establishing recognition of these graphics all around the center made the difference.
Results.
Shopping center food stores saw an immediate jump in sales, and sales in the center also increased. Everyone was happy. . . customers, store owners and the developer!
