Short answer
Prioritize structured and persuasive communication strategies, including robust tenant relations and targeted publicity, as key drivers of shopping centre revenue and success.
- Field
- Innovation & Markets
- Source
- Academic Publication (2013)
- Method
- Qualitative research using interviews and questionnaires.
- Evidence
- Strong effect
Effective and formally structured communication strategies are integral to attracting customers and thus generating revenue for shopping centres. This innovation & markets research insight is drawn from a 2013 study published in Academic Publication. Using Qualitative research using interviews and questionnaires., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize structured and persuasive communication strategies, including robust tenant relations and targeted publicity, as key drivers of shopping centre revenue and success.
Strategic Communication Drives Shopping Centre Revenue
Effective and formally structured communication strategies are integral to attracting customers and thus generating revenue for shopping centres.
Academic Publication · 2013
Key Findings
- 01Tenant relations play an integral part in the effective functioning of a shopping centre.
- 02Promotions, publicity, and public relations are crucial for shopping centre success.
- 03Communication tools are used to attract relevant stakeholders to shopping centres.
Application
Design takeaway
Prioritize structured and persuasive communication strategies, including robust tenant relations and targeted publicity, as key drivers of shopping centre revenue and success.
How to apply
Develop a comprehensive communication plan that includes regular tenant engagement, targeted promotional campaigns, and proactive public relations efforts, measuring their impact on foot traffic and sales.
Project actions
- 01When researching a product or service, consider how its success relies on communication with its target audience.
- 02Think about how different communication channels (ads, social media, events) work together.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Directly interviews key stakeholders (marketing managers and tenants).
- +Focuses on a specific, competitive market context.
Limitations
The effectiveness of communication can be influenced by many external factors not controlled in this study, such as economic conditions or competitor actions.
Reliability & validity
Reliability could be improved by using a larger, more diverse sample of shopping centres and potentially triangulating data with sales figures. Validity is supported by direct interviews with relevant personnel.
Think critically
To what extent can communication strategies alone drive success, or are they merely facilitators of underlying product/service quality?
Design Principles
"Customer acquisition and retention are directly influenced by the quality and strategic deployment of communication efforts."
In competitive markets, shopping centre success hinges on attracting and retaining customers. This research highlights that deliberate and well-managed communication efforts, encompassing advertising, public relations, and tenant relations, are not merely promotional activities but direct drivers of financial performance.
What This Means for Your Design
How shopping centres talk to people (customers and shops inside) really matters for making money.
How to use in your project
- 1.Use this research to justify the importance of your chosen communication or marketing strategy in your design project.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that strategic communication, encompassing tenant relations, promotions, publicity, and public relations, plays an integral role in the success and revenue generation of shopping centres. This underscores the importance of a well-defined and formally structured communication plan in any competitive market environment.
Source
Academic Publication
The role of communication tools in shopping centre management within the greater Durban area
journal · 2013
View sourceQuestions About This Research
- What does the research say about strategic communication drives shopping centre revenue?
- Prioritize structured and persuasive communication strategies, including robust tenant relations and targeted publicity, as key drivers of shopping centre revenue and success. Evidence: Academic Publication (2013).
- Why does "Strategic Communication Drives Shopping Centre Revenue" matter for design?
- In competitive markets, shopping centre success hinges on attracting and retaining customers. This research highlights that deliberate and well-managed communication efforts, encompassing advertising, public relations, and tenant relations, are not merely promotional activities but direct drivers of financial performance.
- How can designers apply this research?
- Prioritize structured and persuasive communication strategies, including robust tenant relations and targeted publicity, as key drivers of shopping centre revenue and success.
- What were the main findings?
- Tenant relations play an integral part in the effective functioning of a shopping centre.. Promotions, publicity, and public relations are crucial for shopping centre success.. Communication tools are used to attract relevant stakeholders to shopping centres.
- What research method was used?
- Qualitative research using interviews and questionnaires..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2013 journal from Academic Publication.
- What should I do differently in my next project?
- Develop a comprehensive communication plan that includes regular tenant engagement, targeted promotional campaigns, and proactive public relations efforts, measuring their impact on foot traffic and sales.
- What are the limitations?
- The study is geographically specific to the greater Durban area and may not be generalizable to all retail environments.