REAL ESTATE

GGP launches ‘Where Is the Love?’ Valentine’s Day mobile campaign

BY CSA STAFF

For Valentine’s Day, mall owner General Growth Properties has challenged shoppers to power up their mobile devices to “search for the love” at a GGP mall. Effective Feb. 1, customers began entering the Where Is the Love? sweepstakes by finding and scanning love-themed QR codes hidden throughout participating GGP malls.

Through Feb. 14, hearts, cupids and red lips embedded with QR codes adorn different areas of the mall. Each day during the promotion, when a shopper locates and scans one of the QR codes, they are instantly entered for a chance to win one of 30 $10 Shop Etc. Mall Gift Cards that will be awarded every day.

The Where is the Love? sweepstakes grand prize is a seven-day, six-night vacation for two at the Kauai Marriott Resort on Kalapaki Beach in Kauai, Hawaii. The trip includes round trip airfare for two, hotel accommodations and airport transfers.

“Smartphones now play such a central part of our everyday lives, so we try to create fun and engaging promotions to keep our guests entertained while shopping at our malls,” said Keith Maladra, VP digital marketing, GGP. “This likely is the largest mall-based QR code promotion to date and just one example of how we’ll continue to use integrated mobile media at GGP.”

Where Is the Love? gives shoppers multiple chances to be entered into the grand prize sweepstakes. The first scan awards one sweepstakes entry; locating the second scan awards five additional sweepstakes entries; and finding the third scan awards an additional 10 sweepstakes entries.


Click here for more Mall Marketing Spotlights.

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REAL ESTATE

Post-holiday shopping center survey reveals optimism

BY Katherine Boccaccio

North Plainfield, N.J. — A survey released Monday by Levin Management Corp., which polled retailers within its 12.5 million-sq.-ft. shopping center portfolio in New Jersey, Pennsylvania and New York, found a general feeling of post-holiday optimism.

Levin conducts both a pre-holiday survey to track retailer expectations, and a post-holiday survey to track actual performance. In the post-holiday 2011 survey, nearly three-quarters of respondents – 73.1% – reported year-over-year seasonal sales at the same or better levels than in 2010. Approximately 80% of respondents in the pre-holiday survey expected the same or better sales than in 2010.

The 2011 post-holiday survey results suggest that improved sales may tie directly to an increase in consumer traffic at retail stores, according to Leven. A full 71.2% of survey respondents reported that their traffic was the same or better compared to 2010.

“We can conclude from our tenants’ 2011 holiday season sales and traffic that consumers are feeling more enthusiastic about the economy and are again beginning to spend money,” noted Matthew Harding, Levin’s president and COO. “While things clearly remain unsettled, this is very good news.”

Additionally, this stronger overall holiday season appears to have made a significant impact on annual sales volume, according to Harding. Before the holidays, only 28.4% of survey respondents indicated that they were having a better year than 2010. That number jumped to 32.7% in the post-holiday survey. Additionally, the percentage of pre-holiday respondents that reported they were having a worse year in 2011 vs. 2010 shrunk considerably in the post-holiday survey, dropping from 44.1% to 39.8%.

Approximately 30% of Levin’s 2011 post-holiday respondents reported adding seasonal staff, and 54.7% of those respondents indicated plans to retain their temporary hires. “This shows that a positive holiday season has fostered confidence that the economic climate is improving,” Harding said. “Jobs growth is a critical indicator.”

Likewise, a general feeling of optimism is paving the way for further progress. Some 65.1% of 2011 post-holiday respondents noted that they are feeling optimistic about the coming year. Only 5.8% were pessimistic. The balance is unsure or believes that 2012 will be similar to 2011.

Harding noted that the progress reflected in Levin’s 2011 holiday survey takes on even more significance when compared to its past surveys. “Since 2009 we have traced a positive year-over-year holiday sales trend,” he said. There has been steady improvement over the last three years with a significant improvement during the 2011 holiday season, he said.

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Chicago-area report points to growth in new shopping center construction after 2012

BY Katherine Boccaccio

Oakbrook, Terrace, Ill. — A report released Monday by Mid-America Real Estate Corp. suggested that new shopping center construction in and around Chicago could ramp up significantly after this year.

According to the 2011-12 Chicagoland Shopping Center Report, with a 13.4% decrease in new shopping center GLA in Chicagoland last year, 2011will likely mark the bottom of a four-year decline in retail center construction. After a flat 2012, shopping center development could double in 2013, according to Andy Bulson, author of the report.

In 2011, there were 1.03 million sq. ft. of deliveries in Chicagoland, making it the lowest year for shopping center construction since 1983 when the report began, a record that last year’s report had predicted. That figure trails behind the 1.18 million sq. ft. reported for 2010, which itself represented a 31% decline from 2009.

“At least the decline slowed in 2011,” Bulson said, “but by mid-2012 we’ll finally get to see an end to the decrease.” Approximately 1.09 million sq. ft. in new shopping center development is projected in 2012, with as much as 2.3 million projected for 2013.

The report also revealed that 50% of the GLA in new shopping center development last year was attributed to three Wal-Mart Supercenters opening in the suburbs.

The report suggested that new shopping center growth will be driven by grocery store anchors. “Mariano’s Fresh Market has nearly a dozen stores planned for the coming years,” said Bulson. “Local grocery chains like Mariano’s are becoming extremely active while Supveralu’s Jewel and Safeway’s Dominick’s remain on the sidelines.”

In 2012, three new locally operated grocery stores will open in newly constructed locations, including two Mariano’s stores and one Pete’s Fresh Market.

“Grocery is growing because the consumer with discretionary income is demanding more choices, and the big companies like Supervalu and Safeway are not delivering what they want, and Whole Foods is growing at a slower rate,” Bulson said. “This has created more opportunities for local operators.”

In the City of Chicago, Costco, Target and Mariano’s will likely lead the resurgence of development in 2013 and the coming years,” according to the report, as up to eight new centers could open in the area in 2013.

In the far suburbs of Woodstock and Shorewood, two new Kohl’s department stores are projected to open in a smaller prototype. However, Bulson said, there remains less emphasis on new shopping center construction in these areas as anchors focus on the heavily populated in-fill markets.

“With retailers more cautious than ever, it is natural to see them focusing on areas with greater population densities, which translates to higher sales volumes. Over time, as the in-fill opportunities can no longer meet retailers’ growth plans, the focus may shift back to suburban areas.”

Bulson cautioned that a return to the record-setting levels of 2007 is nowhere in the foreseeable future. “However, a return to a sustainable ‘new normal’ may be possible after 2013,” he said. “This would require consumer confidence to stay strong, pushing retail demand for new stores.”

Even then, he said, it’s likely that retailers will continue to be conservative and stay focused on the fundamentals of real estate site selection, which includes an emphasis on serving densely populated areas.

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