Gauteng Business News

Send  Share  RSS  Twitter  10 Jul 2012

RETAIL:  New Gift Card Division Launched


Recent Gauteng Business News

Unlimited’s shopping centre marketing subsidiary, Primedia Lifestyle, has announced that it has established a Gift Card division to enhance the integrated solution to its shopping centre clients.

Gift Card Manager Ilze Muller says a key feature of the card is that it will allow for tracking of shopper spend and behaviour. “From the data we collate through our gift card sales we can monitor the increase or decrease of retailer interaction throughout the year, accurately track where people spend most of their money, the average spend per head and provide a range of additional data.”

“Innovative marketing campaigns can also be created around certain trends to further improve tenant offerings and ultimately create increased footfall in the malls. This makes perfect sense given that increasing turnover for tenants is one of our main objectives.”

While the Gift Card is not a new offering, Muller says Primedia Lifestyle’s measurable approach to the product is that “The Gift Card division means shopping centre clients can expect plenty of added value through a more integrated and targeted marketing approach which will drive sales from both a retail and corporate perspective.”

“It also made a lot of sense as we oversee and execute all marketing management for these malls and the addition is a natural extension of our service. To ensure top notch service, we’re utilising current employees who are familiar with the mall environment and experts in the field of retail marketing.”

Old Mutual Property recently handed over the reins of their flagship malls’ gift card operations to Primedia Lifestyle. The project launched across all malls on 1 December 2011. “The launch was very successful given the timing factor. Together with our service provider, Tutuka, the pressure of going live over the busiest period of the year, was absorbed exceptionally well.”

Muller says that as with any takeover, it was crucial to ensure that there were no negative effects on current staff of the shopping centres. “We worked closely with our teams at each of the flagship Old Mutual Property malls, focusing on change management and making the staff feel part of the Primedia Lifestyle family,” she says. “This is an on-going process as our teams are spread all over the country and it takes plenty of open communication on a daily basis.”

The Primedia Lifestyle managed Gift Card is available for purchase at the information kiosks at Gateway Theatre of Shopping; Cavendish Square; Riverside Mall; Menlyn Park Shopping Centre; The Zone @ Rosebank and Vincent Park with gift values ranging from R50 – R3500 per card.

“Our Corporate Sales Division is based in Cape Town and takes care of all our corporate clients that wish to incentivise their staff as a fantastic gift option to clients.”

Looking ahead Muller reveals that there are plenty of opportunities to develop the gift card offering. “For example, allowing for the purchase of online gift cards as many consumers prefer this method of shopping. These and other exciting developments are, quite literally, on the cards!”

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