Reader Profile: Bianca Xoyamayagua
Name: Bianca Xoyamayagua
Title: Common Area Coordinator
Property: Highland Mall
Location: Austin, Texas
How long have you been at this property? Two years.
How many years of experience do you have in the retail industry? Two years as well.
How do you promote your mall gift cards onsite?
We have year-round core collateral, including 22×28’s, tower signage, window clings, table tents and banners that are incorporated throughout the mall in high traffic areas.
How often do you incorporate the gift cards into your special events and mall promotions?
Gift cards are an excellent incentive for customers to shop the mall and spend above and beyond the gift card amount. I like to incorporate mall gift card giveaways in each promotion because customers are excited about the prospect of getting some extra spending money.
Do you ever use your tenants’ gift cards as part of your sales promotions?
We always encourage retailers to provide retailer prizes and giveaways, such as gift certificates, merchandise and samples for mall events and promotions. Tenant gift cards and giveaways are a great way for retailers to receive product exposure.
What percentage of your gift card promotional efforts are corporate-driven, as opposed to bring mall-based?
A large portion of our gift-card promotional efforts is corporate-driven. Our GGP properties have had several gift-card incentives recently to stimulate traffic and sales. Members of The Club, a membership-based marketing program, were recently rewarded with a free $10 gift card via e-mail. Research showed that because of the offers many shoppers made unplanned purchases with their gift cards. Theses types of programs address customers’ need for value.
What is your primary marketing goal this year?
To create shopper affinity, traffic, and sales for our retailers. With the current economic crisis, malls are having to compete heavily with the “value” retailers for our share of the customer dollar. Through our Website, Club membership and in-mall promotions, we are able to create a complete shopping experience with an emphasis on the customer value received.
What is your biggest challenge this year?
Creating marketing programs with reduced budgets. One of the best ways to counteract this is to work with our retailers, leverage their events and partner with them to make their events and promotions successful.
Can you offer one tip to other mall-marketing professionals?
Think outside of the box! Partner with retailers and third parties to create value-added events/promotions and give customers a reason to shop.
Thanks Bianca!
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