Harnessing the Power of Storytelling

Engaging Operators and Customers through Narratives and Retail Journeys

The background

The Vision

The client envisions a regional shopping mall located in a rapidly growing area that is expected to witness urban expansion and the development of new neighborhoods. To create a unique experience, the client aims to combine an indoor mall with an outdoor food and beverage space. Additionally, the client has invested considerable resources in enhancing landscaped areas with engaging activities and exploration zones for children, along with themed installations.

The Challenges

Due to the pandemic, site visits and in-person discussions with operators had to be halted. Despite the delays caused by the situation, construction was progressing steadily, and the project's opening date remained unchanged, necessitating the adherence to strict deadlines. The traditional marketing kits provided information about the client's identity but lacked engagement with the operators or a comprehensive portrayal of the client's vision.

The Approach

To address these challenges, I adopted a storytelling approach to showcase the potential of the spaces. Analyzing the plans and retail strategies, I identified distinct "character areas" within the mall. This approach allowed retailers to better understand how their chosen locations fit into the overall experience of the mall, which improved their engagement with the project's vision.

The typical marketing kit

Below is an illustration that would be included in a typical marketing kit or leasing brochure. While it contains important information, it makes it difficult for the retailers to visualize the different areas of the project without seeing them in person, which was not possible at the time.

Another typical method of offering the retailers a “virtual tour” of the mall is to show the plans with their assigned activities, and possibly highlight each color separately.However, this does not necessarily tell the whole story, for two reasons: 1- these activities are subject to change as the leasing relationships progress, and 2- this filtering method does not reflect the true manner in which the visitor experiences the mall.

Re-imagining the Marketing Kit

I aimed to showcase the place's narrative and its possibilities. To achieve this, I began by analyzing the mall's plans and retail strategies, leading me to conceptualize distinct "character areas" for the space. Each character area was creatively named, taking inspiration from its specific location in the mall and the diverse range of activities it offered.

Defining Character Areas

This approach proved beneficial as it allowed retailers to gain a clearer understanding of how their chosen locations contributed to the overall wholesome mall experience.I chose to include some selected brand names to solidify the vision for each part of the F&B offering, which further encouraged retailers to include their names in the merchandise mix and kick-start discussions.

Report abuse