Did retailers flourish or flounder on Father's Day?

30.06.18 01:36 AM By Elyssa Caterini

According to the National Retail Federation, Father’s Day spending was expected to total a near-record $15.3 billion this year!

While not every retailer caters to Dad, it is safe to say every retailer had a campaign running on June 17th and the days or weeks leading up to it; whether it was a new collection, featured product, sale, gift with purchase, contest or event.

Every shopping center promotes their retailers’ marketing campaigns to millions of consumers via their mobile site, website, social media, email list, app, events and in-mall digital signage to drive impressions, traffic & sales back to its retailers. Every retailer pays significantly into the shopping centers’ marketing as part of their leases.

So did retailers did retailers flourish or flounder on Father’s Day?
As you will see in our Retailer Engagement Reports below, a significant percentage of retailers floundered and did NOT take full advantage of these already-paid-for marketing opportunities; costing both retailers and shopping centers significant amounts of lost traffic and sales.

The reports summarize retailer engagement within their shopping centers’ already-paid-for digital & physical marketing channels – comparing December 26, 2017, as a benchmark, to June 17, 2018 at the Top 10 Shopping Centers in the USA and Canada based on annual sales per square foot.

Why are retailers NOT taking advantage of these already-paid-for marketing opportunities?For retailers to have each individual store responsible is complex, time-consuming and fragmented process riddled with challenges. As an example, imagine the time, costs and resources required for a 25-store chain to have 25 store managers talking to 25 shopping center marketing managers every time there’s an in-store marketing campaign…every store has LOTS on their plate already and safe to say there will not be a consistent message delivered! Now, imagine a retailer with 250 stores or 2500 stores!

Furthermore, for a retailer to communicate, distribute and manage their marketing campaigns to each shopping center is also another complex, time-consuming and fragmented process. Every shopping center has their own policies, rules and requirements making it impossible for a retailer to easily manage.

The Retailer Engagement Reports re-enforce these challenges, showing the significant disconnect between what is featured on the shopping centers’ digital & physical marketing channels and what is actually happening at the retailers.

More Retailer Engagement = More Consumer Engagement = More Traffic and More Sales!

This is one of the many reasons why we built Engagement Agents – to help retailers promptly engaging their already-paid-for shopping centers’ digital and physical marketing channels in order to drive significant amounts of impressions, traffic and sales to their stores, ecommerce and social channels. As a result, we also save retailers tremendous amounts of money, time and resources.

Elyssa Caterini