Reader Profile: Susan Patterson

profile_susan_patterson.gifEach week, we bring you a brief profile on one of our fantastic readers. Know someone we should be writing about? Let us know.

Name: Susan Patterson
Title: Marketing Manager
Property: Swansea Mall
Location: Swansea, Massachusetts, USA

How long have you been at this property?
20 years (3 ½ years as marketing manager and, before that, 16 ½ years as marketing assistant).

How many years of experience do you have in the shopping centre industry?
25 years.

How big a role does technology play in your marketing strategy?
It is a very important tactic to our marketing strategy. Swansea Mall is managed by General Growth Properties, which as a company will burst onto social media sites in the very near future.

Do you have a lot of direct and personalized interaction with your shoppers that is facilitated by technology?
Yes we do. The Club is our email-based loyalty program in which members receive a monthly email with preferred offers and coupons, information on sales and events as well as a chance to win a $100 shopping spree each month. The Club is free to join and shoppers can sign up at the mall or on our website, at

Which technology tools do you use most often?
Our mall website is a very popular and useful tool for all of our retailers. Since offers can be added at anytime, I am always getting calls to add an event or sale to the website. This is a free service that we offer our retailers and they love it!

What has been the most successful technology-based marketing program that you have implemented over the past year?
We recently wrapped up a very successful promotion where members of The Club who printed and brought in a personalized email blast received a free $10 mall gift card. Shoppers were pleasantly surprised by this valuable free gift. Programs like this help to keep our frequent shoppers loyal and also help to get the word out to new potential customers.

What is your primary goal this year?

As always, it is to drive traffic to the mall so our many retailers can have successful sales and promotions.

What is your biggest challenge this year?
In this difficult economic climate, we must all do more with less. With shrinking budgets and staff we have to give 110 percent and work together as a team to achieve our goals.

Can you offer one tip to other mall-marketing professionals?
I have found that several retailers, who in the past have not participated in mall marketing programs, are now looking for as much support as they can get. It’s a great idea to get out and talk to the store managers or have a meeting to get more retailers involved in mall-wide promotions.

Thanks Susan!

Written by Nissa on August 12, 2009 – 2:00 pm -
Posted in Profiles | 1 Comment »

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