Creating Smarter Malls

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Primedia Unlimited Malls rebrand, restructure  Source: bizcommunity.com

Primedia Unlimited Malls (PUM) will undergo a year-long rebranding project in response to changing markets, ensuring it still delivers on value through its ability to optimise how brands engage with shoppers.

“As a leader in the industry, providing integrated mall media, shopper marketing, activation and digital solutions in South Africa, we needed to re-evaluate and enhance our offering to stay relevant in this ever-changing industry to meet the needs of the shopper. This rebrand is part of our coming of age and is pivotal to our growth and expansion,” states Molefi Moloantoa, CEO of Primedia Unlimited Malls.

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Primedia Lifestyle Scoops Up 13 Footprint Marketing Awards  Source: propertywheel.co.za

Established by the South African Council of Shopping Centres (SACSC), the Footprint Marketing Awards celebrate excellence in shopping centre marketing throughout the country, acknowledging exceptional innovation and creative achievements through marketing campaigns. Primedia Lifestyle took home 13 of these prestigious awards, including 1 Gold, 6 Silver and 6 Bronze out of the overall 33 awards (approximately 40%), across multiple categories.

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Briefly… Pop Up Shops for Primedia Unlimited  Source: themediaonline.co.za

Primedia Unlimited’s Mall Division has added Pop Up Shops their retail arsenal. This is a growing trend around the globe, where temporary retail spaces such as these provide brands with all the advantages of high traffic found in malls, with less risk and cost.

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Case study proves effectiveness of in mall media  Source: marketingspread.co.za

According to a recent case study conducted by independent research company, Millward Brown, in-mall media proved to be as effective as TV.

Research conducted on a campaign for an entertainment brand with mall presence, showed that in-mall media contributed 38% to total awareness amongst the LSM 8-10 group, contributing more than TV and print. Further analysis also revealed a positive influence on decision making and drove a healthy Return on Investment (ROI), directly growing attendance, and usage figures.

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Mall media and advertising is a pivotal platform for brand awareness  Source: marketingspread.co.za

Deshendri Smit, Primall Media’s Executive Head: Media Sales shares her unique insights on just how effective mall advertising is in building brands, gaining increased exposure and providing a tangible and lasting presence with shoppers.

According to STATS SA, real monthly retail trade sales reached the R60 billion mark in 2014, with an annual growth of 2.4%. General dealers like food and grocery outlets (41%), textiles and clothing (21%) and food and drink outlets (9%) were the top three biggest category contributors.

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