Chris Lynham spreekt vooraf aan de Ocean Shopping Summit over zijn inzichten op Shopping environments
Met het vooruitzicht op onze aankomende Ocean Outdoor Shopping Summit: Shaping the future of shopping destinations, spreken wij alvast met een van de sprekers Chris Lynham. Chris is Director of Media van Westfield Rise en kijkt met zijn scherpe blik op wat de impact van campagnes in shopping locaties zijn op consumenten. Tijdens de Summit zal Chris hier uitgebreid over spreken maar om alvast een tipje van de sluier te geven vroegen wij hem van te voren al drie vragen.
What do you see happening in shopping areas that most brands still underestimate?
Top retail destinations aren’t just places to shop — they sit at a unique intersection of retail, media and experience. Our malls deliver captive audiences that are physically and psychologically close to the act of purchase – they choose to visit us in their leisure time, primed to spend and expecting different experiences each time. Such is the creative canvas provided by the top shopping malls that well executed DOOH campaigns don’t just drive attention and brand salience, they drive sales.
What do you see that brands still often miss when it comes to truly capturing attention in shopping environments?
Premium shopping malls convert footfall into attention, and attention into purchase. Our customers come repeatedly in their millions through choice, all seeking memorable experiences. Studies show that those experiences trigger an emotional response, whether they come from interactive DOOH, experiential retail or events. Where else can you target audiences which are so hard to reach using traditional media channels? Brands cannot engage with Gen Z unless they target them where they choose to be and GenZ represent 65% of visitors to Westfield malls, all open to new ideas and influences.
What is the moment for you when media—and DOOH in particular—really adds value?
The future of retail happens in real life. 75%* of retail sales are physical and 70%** of purchase decisions are made in the final few metres. DOOH in malls is demonstrably effective as it targets an engaged audience at peak purchase intent. Readiness to purchase is influenced by emotions and experiences and the top malls offer an ecosystem of performance where brands thrive. If you capture attention at the precise moment of consideration your campaign will deliver both an emotional and a measurable sales response.
