By Mike Shore, Head of Strategy and Marketing at Scentre Group BrandSpace
Magic to me is not limited to illusion, trickery or anchored in wands and sleight of hand. It describes a force that transcends the ordinary. It ignites imagination and a world of endless possibility. It has this intrinsic ability to take us beyond the boundaries of everyday experiences to believe in something great, something captivating.
I often wonder if Van Morrison is a magician. His music even today has this unique ability to transport me effortlessly through time and conjure up memories of my own past and rituals.
As marketers, we learn that emotions are at the core of human experiences, and magic can tap into that emotion, creating a sense of wonder, joy, and childlike excitement that stays with us long after the experience is over.
At Scentre Group, I am fortunate to live that emotion every day as I witness the magic created through the serendipity of our customers, destinations and the vast array of experiences that are contained within. We have a dual purpose. Whilst BrandSpace is in the business of growing businesses and amplifying their potential, we also support our broader company goal to create the places people choose to come, more often and for longer.
Each destination contains a certain unique magic throughout the year, which increases rapidly as the energy, hope and wonder, builds and we head into commercial peak festive season for our businesses.
Our extraordinary destinations turn into festive hubs, drawing valuable customers in. When you combine our destinations with our high value customers, it creates an effect like no other, as customers come and create their own special seasonal moments with us.
From the moment Spring appears and as the decorations are hung, ours is a world of special wonder. For BrandSpace, we affectionately coin it The Season for Westfield.
The Season for Westfield is a movement in itself, going far beyond one retail moment to encompass multiple occasions and opportunities for businesses to capitalise on increased dwell, spend and visitation over four influential months.
By Mid-November our data tells us that over eight in ten of our customers1 have commenced their Christmas shopping and nearly half of them will come instore to purchase their gifts2. Fresh food purchases are also peaking and our rockstar talent in the red suit draws big crowds.
Whilst there is yet no metric to truly measure the influence of the forces that surround the season, we can quantify the EQ and IQ of our visitors to allow our marketers and partners to access confidently and speak directly to their customers.
We have spent time this year understanding the value of a Westfield customer and enhancing the capabilities to more intimately meet their needs. For many, their life stage and circumstances allow them to indulge fully, whereas for others, brands will have to work harder this year to ensure loyalty is retained.
Our customer personas are based on spending habits, life stage and mindset, offering a sense of familiarity advertisers can connect with. I personally resonate as a ‘Last minute Larry’ generally leaving my shopping until the last 2-hour dash.
Seasonal spending is sophisticated and planned, so despite behaviours and values being tested in recent times, our customers are focused on ensuring the season is not compromised. The season extends into January with Boxing Day sales and the relief of cooling air conditioning to take in a seasonal blockbuster, have a school holiday meal or attack the back-to-school lists.
In all facets of our businesses there are many conversations around prevailing and potential market conditions. Consumer resilience continues to be a key theme of 2023 and despite current economic challenges, factors such as close to full employment, wage growth and high household savings are contributing to economic growth overall. In this light, all indications are showing that Westfield customers won’t compromise on their 2023 Festive season.
So, while many of us in July are still recovering from EOFYS, facing a fast start to a new year or heading off to Europe, I am spruiking magic. Not that stuff you find in fairy tales. I’m talking about a living breathing entity which is very much alive at Westfield.
We invite everyone to feel the magic and embark on a journey with us where the extraordinary is not only possible, its ready and waiting. I know I believe in magic. Do you?
1 82% of customers had started Christmas shopping by Mid November - Westfield Customer Research 2022
2 44% of customers planned to do their Christmas shopping in-store only - Westfield Customer Research 2022
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