Insight: While mall traffic trends ebb and flow, malls have emerged as the new town centers. Consumers are a captive audience at malls, which they visit an average of three times a month for a growing number of services in addition to shopping.
Tip: Be where the people are. Despite all the hype about stress, consumers have more leisure time than ever before. Themed restaurants and stores have become events unto themselves; tap into the crowds for venue-based marketing.
Opinion: It's no longer enough to simply display products and brands inside malls. Marketers demand promotion modules that measure consumer reaction and results, creating a two-way dialogue. Integrate measurement into the promotion at the outset.