challenge
Customers asked about their opinion on the Focus Mall answered, that it is a fashionable gallery, aesthetic but that it is not „their place.” Despite the communication carried out under the slogan „a center focused on you” – they did not consider that the offer and the nature of Focus Mall are tailored to their needs and expectations.
Many residents of Piotrków were even hostile to the gallery; they perceived it as an “alien entity”, not quite matching the architecture, the rhythm of the city and its residents. Often at the root of this reluctance was the belief that shopping center has an unaffordable offer.
The big challenge was to build the new, better, more consume friendly brand of Focus Mall. The main goal we set ourselves was - to make consumer like the FM gallery. To make them believe that Focus Mall is the best place to hang out for them and their friends or their loved ones.
Many residents of Piotrków were even hostile to the gallery; they perceived it as an “alien entity”, not quite matching the architecture, the rhythm of the city and its residents. Often at the root of this reluctance was the belief that shopping center has an unaffordable offer.
The big challenge was to build the new, better, more consume friendly brand of Focus Mall. The main goal we set ourselves was - to make consumer like the FM gallery. To make them believe that Focus Mall is the best place to hang out for them and their friends or their loved ones.
Solutions
Based on consumer research and strategic workshops, with the management of the gallery we’ve prepared a new strategy for brand communication.
Nucleus of the above-mentioned strategy was a new brand essence: „Pleasantly spent time”, which became at the same time the claim of Focus Mall. Depending on the benefit, which we want to convey in particular execution of the communication – the claim can be developed differently.
Pleasantly spent time...
... on „smart” shopping / on fashionable and everyday shopping
... during errands
... with friends and family
... with a child / husband / with a girlfriend / boyfriend
... at work / in my spare time
... on shopping and errands under one roof
Nucleus of the above-mentioned strategy was a new brand essence: „Pleasantly spent time”, which became at the same time the claim of Focus Mall. Depending on the benefit, which we want to convey in particular execution of the communication – the claim can be developed differently.
Pleasantly spent time...
... on „smart” shopping / on fashionable and everyday shopping
... during errands
... with friends and family
... with a child / husband / with a girlfriend / boyfriend
... at work / in my spare time
... on shopping and errands under one roof
For all activities we have imposed „muzzle of pleasure.” The main goal we set for the new communication actions and events organized – was “making people like Focus Mall”, identify with it, making them feel it is “their gallery”.
The second basis of the communication strategy was to present Focus Mall as an affordable gallery. Services and products that can be found and purchased in the gallery are not only quality but also within the consumers’ reach. Shopping in Focus Mall is a smart shopping in “Piotrków” way - „I quickly and conveniently buy quality items at affordable prices.”
We have written a new mission for Focus Mall:
„We want to be the Third Place in Piotrków and the surrounding area. Favorite place for consumers regardless of age.”
„We want clients of our gallery feel comfortable in it - like at home - and feel proud that Focus Mall has been established in their city especially for them.”
„We want to be a place of the first choice for both shopping, business meetings and social events, for errands and spending free time with friends or family.”
„ We aim to establish a comprehensive offer tailored to customers. We want to give them reasons to be happy and create them occasions for a pleasantly spent time, that as a result provide them with good memories.”
The vision of the brand has also changed:
„We want to be joyful, open, surprising and always identified with a time pleasantly spent.”
„We want to be a smart place - giving real benefits, ideal to enjoy shopping, leisure and completing errands.”
„We want to be considered an integral part of the city - liked and favorite place.”
„We want to be professional, helpful and responsive to customers’ needs.”
„We want to be a natural and attractive local trendsetter.”
Our task was to make Focus Mall the central shopping and entertainment place in Piotrków and the surrounding area.
In all the activities we emphasized the multitude of shopping, dining and social attractions that await you in Focus Mall - regardless of age, family status and interest.
As a result, we have completed the most important business goals:
Increase the frequency of visits
Extend the time spent in Focus Mall
Increase the value of the shopping cart
From the “visual point of view” – we’ve resigned to use typical for most of the shopping centers - strictly fashion and thus cold, no-context visuals – and replaced them with warm, family, full of joy and pleasure images visualizing the brand new claim „Pleasantly spent time.”
One of the most important examples of changes in the language and the nature of communication - is a Focus Mall magazine. The previous ordinary shopping magazine has undergone a drastic change from the title (now: The Pleasure Magazine - Focus Mall), the layout and composition to the contents. So far, the magazine has been a guide to the offer of commercial galleries. Now it turned into a lifestyle magazine, which on one hand presents the latest trends set by the stores in Focus Mall and on the other - features interesting articles, interviews and probes with Piotrków residents. It makes time more enjoyable and provides a pleasant entertainment. Conversations with people in the magazine once again showed how much the gallery had opened to its customers and that is a place tailored to their needs. In addition, articles featured in the Pleasure Magazine of Focus Mall – we have smuggled an explanation of the new communication strategy.
The events in Focus Mall have also changed their nature. Celebrities and short, several hour events - we have exchanged with festivals of multiple attractions for all consumers, which usually last two days or more. So that everyone can come, see and enjoy. Gallery has begun to adjust to the expectations of its customers while inspiring them both with fashion trends and lifestyle.
Moreover started organizing some of the events also outside of the gallery. Thanks to this – we’ve made the big block of Focus Mall seem more open and pleasant. And what’s best – we’ve come to the people who have never been fond of Focus Mall so far, and saw no reason to visit it.
The second basis of the communication strategy was to present Focus Mall as an affordable gallery. Services and products that can be found and purchased in the gallery are not only quality but also within the consumers’ reach. Shopping in Focus Mall is a smart shopping in “Piotrków” way - „I quickly and conveniently buy quality items at affordable prices.”
We have written a new mission for Focus Mall:
„We want to be the Third Place in Piotrków and the surrounding area. Favorite place for consumers regardless of age.”
„We want clients of our gallery feel comfortable in it - like at home - and feel proud that Focus Mall has been established in their city especially for them.”
„We want to be a place of the first choice for both shopping, business meetings and social events, for errands and spending free time with friends or family.”
„ We aim to establish a comprehensive offer tailored to customers. We want to give them reasons to be happy and create them occasions for a pleasantly spent time, that as a result provide them with good memories.”
The vision of the brand has also changed:
„We want to be joyful, open, surprising and always identified with a time pleasantly spent.”
„We want to be a smart place - giving real benefits, ideal to enjoy shopping, leisure and completing errands.”
„We want to be considered an integral part of the city - liked and favorite place.”
„We want to be professional, helpful and responsive to customers’ needs.”
„We want to be a natural and attractive local trendsetter.”
Our task was to make Focus Mall the central shopping and entertainment place in Piotrków and the surrounding area.
In all the activities we emphasized the multitude of shopping, dining and social attractions that await you in Focus Mall - regardless of age, family status and interest.
As a result, we have completed the most important business goals:
Increase the frequency of visits
Extend the time spent in Focus Mall
Increase the value of the shopping cart
From the “visual point of view” – we’ve resigned to use typical for most of the shopping centers - strictly fashion and thus cold, no-context visuals – and replaced them with warm, family, full of joy and pleasure images visualizing the brand new claim „Pleasantly spent time.”
One of the most important examples of changes in the language and the nature of communication - is a Focus Mall magazine. The previous ordinary shopping magazine has undergone a drastic change from the title (now: The Pleasure Magazine - Focus Mall), the layout and composition to the contents. So far, the magazine has been a guide to the offer of commercial galleries. Now it turned into a lifestyle magazine, which on one hand presents the latest trends set by the stores in Focus Mall and on the other - features interesting articles, interviews and probes with Piotrków residents. It makes time more enjoyable and provides a pleasant entertainment. Conversations with people in the magazine once again showed how much the gallery had opened to its customers and that is a place tailored to their needs. In addition, articles featured in the Pleasure Magazine of Focus Mall – we have smuggled an explanation of the new communication strategy.
The events in Focus Mall have also changed their nature. Celebrities and short, several hour events - we have exchanged with festivals of multiple attractions for all consumers, which usually last two days or more. So that everyone can come, see and enjoy. Gallery has begun to adjust to the expectations of its customers while inspiring them both with fashion trends and lifestyle.
Moreover started organizing some of the events also outside of the gallery. Thanks to this – we’ve made the big block of Focus Mall seem more open and pleasant. And what’s best – we’ve come to the people who have never been fond of Focus Mall so far, and saw no reason to visit it.
RESULTS
Already after a few months from introducing and implementing the new communication strategy – we’ve recorded significant increases in both the number of visits (16 %) to our gallery, and in sales volumes of tenants (8 %). Also events organized by the gallery enjoy greater success.
Communication tools used to introduce the new communication strategy:
Billboards
Radio spots
Citylights
Posters in the gallery and in front of it
Social media
Website
Press
Own Lifestyle “Pleasure Magazine”
Contests on the radio and on FB
Communication tools used to introduce the new communication strategy:
Billboards
Radio spots
Citylights
Posters in the gallery and in front of it
Social media
Website
Press
Own Lifestyle “Pleasure Magazine”
Contests on the radio and on FB
