Marketing strategy could provide a breath of fresh air to a mall that has been hit by a spate of robberies and has experienced lower than projected foot traffic volumes since it opened four months ago
The newly built Protea Glen Mall will soon beef up its marketing strategy in an attempt to draw in more customers.
This plan was unveiled by mall manager Makalakatje Phasha, who intends using fast food outlets specifically as an attraction for travellers who use a road close to the mall.
Phasha said the marketing strategy would see the mall putting up billboards on the nearby freeway with the aim of attracting short and long distance travellers.
"Our goal is to have people using the N12 highway to the North West, Mpumalanga, Northern Cape and other areas to view our mall as a place to stock up with food for their journey.
"We are going to do this by putting up billboards and signage that will redirect the traffic from the highway so that consumers can pay the mall a visit to buy fast food and relax here," he said.
The marketing strategy could provide a breath of fresh air to a mall that has been hit by a spate of robberies and has experienced lower than projected foot traffic volumes since it opened four months ago.
The mall's anchor tenants, which include Pick n Pay and Shoprite, have been operating under heightened competition.
Besides the two giant retailers having to slug it out for consumers, they also have to find ways to compete with other nearby Shoprite and Pick n Pay stores.
There is a Pick n Pay 500 metres from the mall and two kilometres further on another Shoprite.
Phasha said he was not worried that the increased competition would lessen foot traffic.
"Competition is always good because it gives us an opportunity to focus on building customer loyalty and to continue to providing the best service to attract the customers we aim for," he said.
On the mall experiencing a lower foot traffic, he said: "Experience has taught us that the first few years after a mall opens always proves especially challenging in terms of attracting a large number of customers.
"We hope that over the next few months, through our marketing interventions, we will bring more feet to the mall.
Phasha said an increase in foot traffic would help the mall achieve its goal of uplifting the Protea Glen community faster.
Stores in the mall have managed to employ 947 people, of which 75% were locals.
"Our aim is to do business while we develop the community and bring about economic and social changes to many families that live where we operate."
Phasha said though the mall has prioritised the employment of people from Protea Glen, this did not necessarily mean outsiders would not be hired.
"Hiring locals would help decrease criminal activity that could have been motivated by unemployment," Phasha said.
He said the mall's five-year plan was aimed at seeing every single tenant being successful and the number of patrons growing.
Soweto mall's new customer strategy
Marketing strategy could provide a breath of fresh air to a mall that has been hit by a spate of robberies and has experienced lower than projected foot traffic volumes since it opened four months ago
The newly built Protea Glen Mall will soon beef up its marketing strategy in an attempt to draw in more customers.
This plan was unveiled by mall manager Makalakatje Phasha, who intends using fast food outlets specifically as an attraction for travellers who use a road close to the mall.
Phasha said the marketing strategy would see the mall putting up billboards on the nearby freeway with the aim of attracting short and long distance travellers.
"Our goal is to have people using the N12 highway to the North West, Mpumalanga, Northern Cape and other areas to view our mall as a place to stock up with food for their journey.
"We are going to do this by putting up billboards and signage that will redirect the traffic from the highway so that consumers can pay the mall a visit to buy fast food and relax here," he said.
The marketing strategy could provide a breath of fresh air to a mall that has been hit by a spate of robberies and has experienced lower than projected foot traffic volumes since it opened four months ago.
The mall's anchor tenants, which include Pick n Pay and Shoprite, have been operating under heightened competition.
Besides the two giant retailers having to slug it out for consumers, they also have to find ways to compete with other nearby Shoprite and Pick n Pay stores.
There is a Pick n Pay 500 metres from the mall and two kilometres further on another Shoprite.
Phasha said he was not worried that the increased competition would lessen foot traffic.
"Competition is always good because it gives us an opportunity to focus on building customer loyalty and to continue to providing the best service to attract the customers we aim for," he said.
On the mall experiencing a lower foot traffic, he said: "Experience has taught us that the first few years after a mall opens always proves especially challenging in terms of attracting a large number of customers.
"We hope that over the next few months, through our marketing interventions, we will bring more feet to the mall.
Phasha said an increase in foot traffic would help the mall achieve its goal of uplifting the Protea Glen community faster.
Stores in the mall have managed to employ 947 people, of which 75% were locals.
"Our aim is to do business while we develop the community and bring about economic and social changes to many families that live where we operate."
Phasha said though the mall has prioritised the employment of people from Protea Glen, this did not necessarily mean outsiders would not be hired.
"Hiring locals would help decrease criminal activity that could have been motivated by unemployment," Phasha said.
He said the mall's five-year plan was aimed at seeing every single tenant being successful and the number of patrons growing.
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