Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/462841
i n m y o p i n i o n Staying relevant in retail by building community By Richard E. Jordan II "Making place" is a long- run game. it requires a deep com- mitment to creating a healthy work- shop-connect environment and a laser focus on relevance, resilience, and reinvention. How does a tra- ditional shopping center stay rel- evant and maintain its impact on the community? Don't the statistics and headlines show that everyone is shopping online? interestingly, the third-highest-trending search on google in the U.s. on Dec. 25 was "stores open on christmas Day." We are proud to own one of the oldest shopping centers in the Harrisburg [pa.] metro market. its 22 front doors tell a four-generation retail story dating back to 1954. The digital and mobile revolution has increased the desire for shop- pers and store owners to connect in person and has opened up new ways to increase foot traffic. our relevance is cemented by adapting new technologies to con- nect with our tenants, thus helping them connect with their customers. The great Recession of 2008 was a merciless teacher, but it revealed our resilience. The ability to con- tinuously attract new stores to meet regional shopping needs reminds the communities we serve of what is special about shopping local and in- vesting in the men and women who are powering america's gDp. Today's marketing analytics in- clude traffic studies, demograph- ics, housing trends, social-media metrics and ground truth. To add narrative to the numbers, one of the most highly trafficked salvation army Red kettles in central penn- sylvania is in the front entrance of our grocery anchor, karns Foods, which e xpa nd e d f ro m 28,000 square feet to 66,000 square feet, just in time for the holidays. More- over, when we volunteer as bell ringers, we see firsthand the volume and diversity of shoppers. This is critical, real-time analytics. as shopping center owners dive deeper into a blend of mar- keting and social media, a strate- gic goal is to create stronger plat- forms for tenants to engage with their customers. How can we help our tenants connect with their customers and increase foot traf- fic? How can we stay connected to the community we serve? How can we attract small-business place makers to our shopping center and help them grow? one successful tactic this year was to amplify american express' small Business saturday event by turning it into a local, monthlong initiative, from a one-day event. We designed a #Wspshopsmall Facebook campaign with a hyper- local focus. eighty percent of our tenants are small local businesses, and they form the fabric of our community's economy. The West shore plaza campaign fostered a deeper digital and physi- cal experience by highlighting five small businesses throughout the entire month of november. The #Wspshopsmall conversation re- sulted in a 138.7 percent increase in Facebook fans and a 333 per- cent increase in the reach of Face- book posts, as well as an uptick in foot traffic and sales. signing leases and providing retail and office space is our business, but making place compels us to think of new and innovative ways to connect with our community and deliver a more personal and memorable retail experience. SCT Richard E. Jordan II is CEO and chair- man of Smith Land & Improvement Corp., in Camp Hill, Pa. 52 S C T / M a r c h 2 0 1 5