RETAIL LEASING Retail leasing case studies
For optimum viewing simply click to increase font
Digital. Social. Beyond traditional.
Want to attract game changing retailers? Itâ€™s all about distilling the message to the desired target. We believe marketing should be a critical component of a shopping centreâ€™s leasing strategy. How a leasing story is told and packaged can make all the difference. Hereâ€™s proof how smart marketing equals leasing success.
DUFFERIN MALL YOUR STORE BELONGS HERE
SITUATION H&M came to Dufferin Mall in 2006, increasing its fashion retailer market share by $10M in one year. The mall wanted to use this momentum to increase its fashion offering even further.
OBJECTIVE To convince new fashion retailers to consider Dufferin Mall as a profitable location for their businesses.
STRATEGY Integrate the new “Really” brand message into a leasing strategy to tell a compelling story.
Engage retailers in to taking a look at Dufferin Mall:
Follow Up with valuable information:
•Generating curiosity •Presenting benefits
•Deliver more in-depth package containing valuable information to potential retailers
•Thank you email to all recipients including positioning recap •Restate mission of package
Direct Mailer Direct mail contained a printed card with Dufferin Mall branded binoculars.
STEP 2 Personalized, leather business folder
Folder contains information package, branded notebook and pen.
STEP 2 Information Package 9x12 standard business folder contained custom packages for specific retailers
STEP 3 Follow Up Email Branded email was sent to recipients to follow up.
RESULTS Showcase, Virgin Mobile, Globo Shoes and Costa Blanca all added as new tenants
DUFFERIN MALL + FOREVER 21 TOGETHER. THE PERFECT MATCH
SITUATION Forever 21, with its affordable, on-trend fashion, was identified as an ideal match for Dufferin Mall.
OBJECTIVE Convince Forever 21 to consider Dufferin Mall as a profitable location for its business.
STRATEGY Strategically target the CEO of Forever 21 with a one-of-a-kind magazine highlighting Dufferin Mallâ€™s inherent synergy with Forever 21.
Oversized, glossy magazine
RESULTS Forever 21 opens in the fall of 2015.
SQUARE ONE SHOPPING CENTRE SHOPPING REDEFINED
SITUATION Square One is undergoing a $84 million renovation to become the premier first class shopping destination in the Western GTA.
OBJECTIVE Attract high-end lifestyle retailers with a vision of what the mall is going to be.
STRATEGY Create a 4-part leasing package: • • • •
Luxury hardcover book featuring high quality lifestyle and architectural images Branded USB including additional renovation information Architectural video documenting the vision of the Centre Custom renovation microsite that supplements the book
Hardcover book + USB key
RESULTS To date, a flagship, 120,000 sq. foot Holt Renfrew is confirmed to open in spring 2016 as well as Ann Taylor, Loft, Lacoste, White House|Black Market. The Centre has renewed leasing rate of 47%. And, thanks to the success of the leasing package, Oxford Properties increased its investment by 941%!
10 Alcorn Avenue, Suite 302 Toronto, Ontario, Canada M4V 3A9 T 416.922.8115 | F 416.922.7424 www.breescommunications.ca