Built exclusively for shopping centres
The book
Do You Have Ghosts In Your Shopping Centre?
A playbook of 110+ pages for shopping centres that want to turn anonymous visitors into known customers.
The book
Most shopping centres know how many people walk through the doors. Very few know who they are and why they come. A down-to-earth, practical book for centre managers, marketers, asset owners and other stakeholders who want to know their customers better.
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110+ pages in six chapters
01
Do you actually know your customers?
You know the footfall, not who walked in. Find out why loyalty is your only direct line to them.
02
Where do you start?
Not with technology or a requirements spec. With three questions.
03
What does your centre actually need?
Skip the feature list. Pick the loyalty mechanisms that fit your centre’s starting point.
04
How do you get off to a good start?
Only around 1 in 20 digital programmes seemed alive after 12–24 months. Learn how to be that one.
05
What actually works in real life?
Small, cheap ideas from real shopping centres that you can copy, test and repeat.
06
What can the past teach us?
Why more marketing isn’t the answer, and the triangle that keeps every decision on track.