A more personal approach is needed

Among the activities usually regarded as increasing the turnover of shopping centre tenants, there are all the different kinds of competitions and lotteries that are held, as well as the usual loyalty programmes. But it is such bonus schemes, which have hardly changed for many years, that now seem to be having a negative effect on sales promotion. In the changing economic situation and with improving living standards, consumers are no longer interested in small prizes or discounts – and this is a change in attitude reflected in a study by SW Research commissioned by the Polish Council of Shopping Centres. The survey actually revealed a growing indifference in some of the respondents to these kinds of tools. Therefore a rethinking of sales promotion methods now seems to be necessary. In a classic shopping centre marketing plan there is often a clear differentiation between image building, which is usually limited to billboard campaigns or press advertising, schemes to generate gre