3 customer insights essential to shopping mall marketing (Examples incl.)

Digitalisation is happening. Customers are spending more time online than ever, and for some reasons shopping malls are challenged following along the digital trends. In this post we will investigate the important role of customer insights in shopping mall marketing.

This post is in-depth, so to make life easier. I’ve broken each section down into more detail: 

  1. Three essential customer insights to track
  2. How to use the insights most effectively

From mass marketing to personalised experiences

In the past years we have seen a shift in shopping mall marketing. For many years the focus have been on mass marketing such as newspaper, magazines, billboards, TV-commercial etc., but now customers’ expectations and behaviour have changed, and shopping malls have to focus on a more segmented and personalised communication.

Digitalisation is happening. Customers are spending more time online than ever, and for some reasons shopping malls are challenged following along the digital trends. In this post we will investigate the important role of customer insights in shopping mall marketing.

The graph shows that more people get irritated by commercials and less people are positively impacted by them. It is a clear sign that shopping malls needs to move away from the traditional ways of doing mass marketing, and start by providing personalised experiences.

To move towards a more personalised customer communication, it is important to start by considering whether the right communication platforms are being used or not.

50% of all retail purchases are influenced by online research before buy

The Forrest

We see that more than half of all retail transactions in physical shops are digitally influenced, so the digital platforms needs to be prioritised. There are two main reasons for this:

  • Customer have increased time spent on mobile when visiting the mall
  • Digital platforms have the opportunity to collect customer- insights, behaviour and provide content based on that.