Everybody loves an offer, so it goes without saying that a shopping centre’s website and social media channels are great places to find the best deals coming up . . . right?
Wrong.
In a recent study, we analysed the digital channels of nearly 400 British shopping centres to see how visible their offers were. We rated these centres, awarding scores between 1 and 5 on the efficiency, quality and quantity of their offers, and the results were definitely a little surprising.
As a rule, the more offers customers see, the more engaged they feel, and the more connected they become to the brand. Yet an incredible 31% of shopping centres in the UK didn’t promote a single offer. 15% of centres ran between 1-4 offers, and only 32% had 5 offers or more visible to their customers.
And the numbers are only part of the problem.
Equally as detrimental as running no offers at all is running them badly, which in itself can lead to a whole host of problems. From our findings, a number of shopping centres had:
- Uninspiring content, turning shoppers off
- Expired offers, revealing the content is unreliable
- Duplicated content, which is penalised by Google
- Mismatched information between their website and social media channels
- Offers pages that didn’t load, displaying a lack of care for the centre’s customers and retailers
We understand how hard it is to get offers right when there’s so little spare time in your day
Because of these issues, which presented themselves repeatedly, there were 26% of shopping centre websites that we weren’t able to award a score at all.
So what does this mean for the state of offers in the UK?
Well, the way we see it, the statistics pose a great opportunity. We understand how hard it is to get offers right when there’s so little spare time in your day, and our solution was to create a tool that ensures all of your retailers’ latest offers feed into your digital channels – either automatically or manually – at the click of a button.
What does OnBrand Offers provide you? We’re glad you asked.
1. Content
Pick and choose from our suggested feed or post your own.
2. Technology
Platform that allows you to schedule and post to multiple channels in one action.
3. Data
Analytics to monitor reach and performance at the click of a button.
In order to show you how much of an impact our Offers product could have on your centre, we’re willing to let you trial it for a period of 14 days – absolutely free!
Got a question? Get in touch by e-mailing [email protected] or give us a call on 03333 220 022 to find out how OnBrand Offers can help your business.
