To enhance the experience of today’s consumer, there are so much more to consider when it comes to activations and events in shopping centres. Experiential marketing is an effective strategy by creating memorable and engaging experiences that offer more emotional connection with visitors o=compared to traditional retail displays. Over the years of working with shopping centres, here are some of our favourite experiential marketing ideas for shopping centres that has proven to increase dwell time, footfall and engagement.
Themed Trails
One of the most popular experiential marketing ideas for shopping centres is hosting themed trails with eye-catching and immersive installations. These can be adapted for every seasons such as Giant Easter Egg & Gardens, Summer Trails with Storytelling Setups, Halloween Trails with Live Performers, etc. By using interactive installations, shopping centres can create a family-friendly experience that encourages exploration throughout the centre.
Pop-Up Experiences
Temporary pop-ups create buzz and encourage repeat visits. These work brilliantly when places in high traffic, central areas of a shopping centre. These can be activities-based or photo opportunity- based, both of which can be made immersive with a fully themed area. These experiences make it shareable, social media-worthy and build excitement around your centre.
Live Entertainment and Performances
There is always an added emotional factor when entertainment involve live performers & actors. With our professional live performers, they can engage both adults and children, turning their visits into unforgettable experiences. They often work well as a hire as part of an activation that ties in with the rest of the theme.
Workshops and Interactive Classes
Shoppers are increasingly looking for activities that go beyond just ‘looking’. Hosting interactive workshops such as arts and crafts sessions, children’s educational sessions, can add value and position to your shopping centre as a community hub. Tailoring activities for your audience and age group can help with inclusivity and broader appeal further.
Immersive Photo Opportunities
It’s been over a decade of making things photo-friendly for social media. However, in this day and age, making photo ops immersive is an impactful tool. Introducing photo ops so that your visitors can become a part of it instantly upgrade the experience and effect of the photo- which makes is more likely for someone to share user-generated content, promoting your brand.
Digitalisation
Activities and experiences using augmented reality (AR), QR codes, touchscreen games can significantly enhance a visitors’ sensory experience. Modernising your shopping centre this way can also help with gaining valuable data insights in an efficient way, for example, free participation in an activity only when you follow the shopping centre’s social media.
Pets!
It’s becoming more and more popular for shopping centres even in indoor spaces, to be pet-friendly. Incorporating pets into your experiential marketing ideas for shopping centres can increase appeal among families and animal lovers. In the UK, almost 40% of households of the UK have a dog. Providing niche pet-friendly experiences will encourage non-local consumers to visit a centre.
Licensed & Branded Collaborations
When it comes to choosing a theme, popular and existing licensed characters or brands will always come with an added credit. These collaborations can very easily create a buzz that benefits both the brand and the centre.
As the retail landscape evolve, shopping centres must also adapt. By implementing creative and targeted experiential marketing ideas for shopping centres, they can transform into an attractive destination for potential visitors. Read our last blog to see some of our branded event ideas in shopping centres or contact us to learn more about our shopping centre event services.