The reorganization of spaces, the strengthening of the online channel, the reorientation of social policies, the strengthening of dialogue with merchants and the visibility of hygiene measures are just some of the keys that will mark the future of shopping centers when the health crisis caused by the Covid-19 pandemic is overcome.

This is stated in the 'Marketing for shopping centers 2020' guide prepared by Bannister Global, which has a decade of experience in marketing, communication and public relations services for shopping centers, which identifies the main trends and ideas to efficiently plan the post-Covid marketing strategy for these spaces.

According to this guide, the user's confidence in returning to public spaces will depend largely on the measures taken in terms of safety and hygiene, as well as the ability to make them visible and communicate them.

Shopping centers must reorganize their spaces to facilitate the new way of interacting, taking into account aspects such as the organization of queues, signage and the use of outdoor spaces.

Likewise, social distance will also have to be very present in the marketing plans of shopping centers, which will have to rearrange their spaces to facilitate this new way of relating. In this sense, aspects such as the organization of queues, signage and the use of outdoor spaces will have to be taken into account.

Thirdly, the document mentions digitalization. Confinement has brought online purchases, consultations and transactions to audiences who did not previously use this channel. “It is time to promote the online development of operators and to help small and medium-sized businesses that do not belong to large chains get hooked on new procedures,” Bannister Global indicates.

On the other hand, shopping centers, as entertainment and leisure spaces, will have to reorient their CSR strategy to become agents of social change and to contribute to the emotional healing of everyone, since many groups and people are going to emerge from this crisis very affected.

Lastly, the guide also emphasizes the need to listen to operators. Thus, he highlights that the planning of any strategy must go hand in hand with the operators and attend to their needs first. "The property must be sensitive to their demands and put at their disposal all the tools that allow the reactivation of the business: rental bonuses, stock purchases to carry out promotional activities...", he maintains.

“This active listening requires a specific and constant channel of communication between the property and its tenants, with special attention to those who, due to their type of activity, are going to go through complicated situations,” the agency points out.

A few weeks ago, the Spanish Association of Shopping Centers and Parks (AECC) requested the Ministry of Industry, Commerce and Tourism to adopt a series of fiscal and labor measures, as well as aid for the reactivation of commercial activity.

revisainforetail.com – Spain