Shopping centres in Australia have evolved from mere retail spaces to vibrant hubs of entertainment and engagement. The rise of shopping centre activations, managed by skilled event managers, has become a game-changer for attracting visitors beyond traditional buying reasons. In this blog, we’ll explore the reasons why shopping centres engage event managers to operate activations, the psychology behind people’s desire to attend centres for non-buying reasons, and how these activations benefit both visitors and businesses. To reinforce the significance of these activations, we’ll delve into statistical research from Australian sources. Additionally, we’ll list several different and successful activations that have captivated audiences across the country.
The Role of Event Managers in Shopping Centre Activations
Event managers play a pivotal role in crafting memorable and engaging activations within shopping centres. With their expertise in planning and executing events, they bring a unique blend of creativity and logistical finesse to create captivating experiences for visitors. Shopping centres engage event managers to elevate the level of engagement and entertainment in their spaces, fostering a vibrant atmosphere that goes beyond shopping. From seasonal events to experiential marketing campaigns, event managers design activations that appeal to diverse audiences, drawing people into the centre for reasons other than making purchases.
The Psychology Behind Non-Buying Visits to Shopping Centres
The allure of shopping centres extends beyond the tangible act of buying. People are drawn to these spaces for intangible reasons that cater to their emotional and social needs. The concept of “retailtainment” has gained traction, where shopping centres blend retail with entertainment to create a compelling experience. Non-buying visits to shopping centres can be attributed to various psychological factors:
- Social Interaction: Shopping centres offer a social setting where people can meet friends, connect with family, and enjoy quality time together.
- Escape and Leisure: These spaces serve as a haven for relaxation and leisure, allowing people to escape the pressures of daily life.
- Novelty and Discovery: Shopping centres showcase new products, innovations, and interactive experiences that pique curiosity and provide novelty.
- Community and Identity: Being part of a community and experiencing a sense of belonging is facilitated through communal spaces like shopping centres.
Measuring ROI and Benefits: Beyond Visitor Numbers
While visitor numbers are crucial, measuring ROI and benefits of shopping centre activations goes beyond foot traffic. Key performance indicators (KPIs) may include:
- Increased Dwell Time: Longer stays in the centre signify higher levels of engagement and potential sales opportunities.
- Brand Exposure: Social media mentions, shares, and hashtags provide insight into the activation’s reach and impact.
- Sales Lift: Monitoring sales before, during, and after activations allows businesses to assess the direct impact on revenue.
- Customer Feedback: Collecting feedback from attendees provides valuable insights for future activations and event planning.
The Activations that pull a crowd
Shopping centres activations are generally curated around family-friendly offerings, but depending on the centre and the offering, adult-focused events are successful, especially in centres that have late night dining districts
Pop-up Shops: Temporary retail spaces that showcase new products or brands for a limited time.
Interactive Displays: Engaging and interactive installations that encourage customer participation and interaction.
Product Demonstrations: Live demonstrations of products or services to showcase their features and benefits.
Sampling Stations: Offering free samples of products to entice customers to try and purchase.
Workshops and Classes: Hosting educational sessions, DIY workshops, or classes to engage customers.
Themed Events: Seasonal or holiday-themed events that create a festive atmosphere and attract visitors. Think Christmas or Easter, Summer or Winter
Celebrity Appearances: Hosting celebrity meet and greets or performances to draw in crowds.
Photo Opportunities: Creating visually appealing spaces for photo ops, encouraging social media sharing.
Competitions and Contests: Running competitions or contests with prizes to engage customers.
Art Installations: Featuring art displays or installations to add a creative and aesthetic touch to the space.
Charity Events: Collaborating with local charities for fundraising or community events.
Virtual Reality Experiences: Offering immersive virtual reality experiences to entertain and engage visitors.
As shopping centres continue to embrace the magic of activations, event managers play a pivotal role in crafting unique experiences that resonate with visitors, leaving a lasting impression. Measuring ROI and benefits beyond visitor numbers enables businesses to assess the true impact of activations and refine their event strategies for future success.
