The company featured in this case study is a downtown shopping center offering a variety of stores and services, with a focus on the family.
The mall had undergone several name changes under its previous owners, and was located in an area undergoing extensive roadworks. In addition, the mall is located directly opposite a competitor, the other two competitors being located on the outskirts.
Prior to our intervention, the center was already present on social networks and had a website, but was facing major challenges such as high Facebook advertising costs, almost no visitors to the website and declining foot traffic.
The marketing budget was considerable, and the aim was to optimize it by maximizing the return on investment (ROI) on foot traffic.
Nearby pedestrian traffic was 100,000 people/month, but less than 10,000 people per month entered the center. Once inside the center, on the other hand, the conversion rate exceeded 40%!
The major challenge was acquiring pedestrians.