Slowdown puts pressure on shopping centres to keep attracting customers

UNDER pressure shopping centres will have to devise marking strategies to keep consumers coming through their doors during this period of sharp economic slowdown.

In the tougher trading environment, shopping centres nationwide will have to “recalibrate” themselves if they want to sustain their businesses at optimum levels, said Enda McShane, chief executive of Spirit Marketing Group, Belfast.

He was commenting after his company, a retail marketing consultancy, had been awarded €3m worth of contracts to promote two of Ireland’s largest shopping centres — Liffey Valley in Dublin and Mahon Point in Cork.

“Many of the shopping centres and retailers I have spoken to are nervous about what could be a foreboding six months of trading ahead,” he said.

However, they can take comfort from the fact that a survey by Mintel found shopping was more popular with people than going to the pub. Consumers said it gives them time away from their hectic lifestyles and helps them to forget about their worries, according to the survey.

However, Mr McShane said with people spending less, bold initiatives were needed to help centres deepen their appeal to the consumers: “The marketing offer needs to provide incentives or rewards for shoppers.”

Spirit Marketing Group will be responsible for providing an integrated marketing solution to Liffey Valley and Mahon Point until 2011 providing event, advertising, digital marketing and PR support.

“Winning these significant contracts marks the continuation of Spirit’s successful association with both centres since 2005.

“Destination marketing has becoming increasingly important for attracting and retaining customers who view shopping as an important leisure activity,” he said.