How to organize promotional actions in shopping centers during COVID-19

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After several months in a state of lethargy, the completion of the different phases and the new normality have allowed commercial surfaces to resume their activity , although with certain limitations, which will possibly remain in force until the COVID-19 health crisis is resolved.

Capacity reductions, new security measures and increased cleaning staff have become the basics of everyday life in the mall's corridors, and with them, the ultimate goal of avoiding crowds.

This means saying goodbye to mass events and reinventing the way promotional actions are organised , a challenge for the teams in charge of marketing for shopping centres. But, even if we have chile mobile database to forget for a while about queuing in front of a stand, sharing a pen to fill out a raffle ticket or spinning a wheel to find out if you have won a prize, it does not mean that promotional campaigns are over, but rather that they must be rethought in a different way. How? Below, we explain what factors you should take into account to successfully adapt them to the new normal .

All marketing efforts for shopping centers will be online
It is more important than ever to continue to build loyalty among shopping centre customers and reward their purchasing efforts, but from now on, this will be done primarily through the shopping centre's online environment . What does this mean? Well, as much as it may displease some people because they had this task really stuck in their throats, the time has come to materialise a real integration of OFF and ON line.

In practical terms, it is about linking physical visits and purchases made in the shopping centre with the different corporate digital channels, through which customers will be able to discover new products and participate in games, promotions or contests, which will bring them some benefit. From now on, and at least for the next few months, the use of ballots, ballot boxes and similar items will be drastically reduced with the aim of minimising unnecessary physical contact as much as possible. The time has come to say “yes, I do” to everything that comes packaged in digital format and to practice omnichannel .