SHiNE
Quinte Mall
Belleville, Ontario
Quinte Mall's problems were far from unique. The regional center, which
opened in 1971, saw its once-captive market growing increasingly
competitive while its chain stores struggled with personnel turnover, its
merchants became complacent and communication between center management
and tenants faltered.
The manangement and marketing team recognized the center's performance
depended on its retailers. To grow Quinte Mall's stagnant sales, the team
needed to revamp its approach to merchant relations and communications
and make sure retailers could "SHiNE."
OBJECTIVES
1. To launch an innovative and consistent merchant
communications and relations program that would pique and sustain
retailers' interest and increase participation in center programs by
35%.
2. To strengthen the center's relationships with its merchants and gain a
better understanding of their business.
3. To create a team spirit.
4. To reward merchants for their contributions.
5. To execute a cost-effective program. 6. To drive sales, with a
year-end increase of at least 2%.
IMPLEMENTATION
The team unveiled its new merchant relations program--Saluting Highs in
New Excellence (SHiNE)--at a "Rise and SHiNE" merchants meeting in
August.
Several components would ensure ongoing communication and maintain the
program's momentum. First, the team designed a series of 24 postcards to
send merchants over the course of the year, each with an
attention-grabbing headline containing the word "shine" and a photo of a
related object. The reverse side carried a specific message. Merchants
also received a strategic marketing calendar and quarterly newsletter to
keep them informed of center activities.
The team also involved the merchants association's board members, both
to stimulate communications with their fellow retailers and to use them
as liaisons between center management and merchants. Category meetings
were held to bring together merchants with common goals. Retailer
suggestion cards provided another mechanism for feedback.
To improve relations with merchants and to develop a greater
understanding of their business, the team not only undertook daily
meetings with merchants but also devoted an entire day to working in
their stores. The center also instituted training seminars and a retail
resource center.
Rewards and recognition were also key components of SHiNE. Every month
the team presented SHiNE T-shirts to the entire staff of each retail
category's top-performing stores. The top performers for the year were
honored at the annual general meeting. Recognizing that the center's
retailers were also its shoppers, the team initiated an employee discount
program to reward their patronage.
Adding fun and team spirit to the program was a seasonal schedule of
contests and social events, a Christmas parking program, a Thanksgiving
food drive and a clothing drive.
RESULTS
The series of postcards effectively sustained retailer interest. The
program launch was attended by 100 merchants, and 130 attended the annual
general meeting, representing 80% of the center's retailers.
Participation levels in center events increased by 60%.
The center's relationships with merchants have improved significantly,
and merchant feedback on the program has been overwhelmingly positive.
The team building and social events have improved the sense of
comaraderie.
More than 60 stores have been recognized for outstanding performance,
motivating everyone to achieve top sales. Hundreds of employees have also
been rewarded for participation in contests and events.
Year-end sales increased 4%, proving that this low-cost retailer
relations program inspired excellence.
CREDIT
Owned and managed by: Cambridge Shopping Centres
Professional recognition to: Siobhan Chretien, former marketing
director; Gil Small, CSM, general manager; Leanne Campbell, SCMD,
regional marketing director; Shirley Mesbur, national marketing
director.
EXPENSES
| Calendars | $1,285 |
| Postcards | 1,124 |
| Letterhead | 204 |
| Newsletters | 321 |
| T-shirts | 949 |
| General meeting | 4,745 |
| Mugs, buttons | 876 |
| resource center | 365 |
| Prizes | 584 |
| Total | $10,453 |
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