Monday, July 5, 2010

Shopping Centers Can Offset Double-Dip Recession With ROOF (Rapid Online Order Fulfillment)

Here's how Shopping Centers can offset the Double-Dip recession with ROOF (Rapid Online Order Fulfillment)....

We continually mention the effect on mall sales by the rapidly growing number of “Internet-Savvy” Shoppers (76.3% of the population) because they are such an obvious problem (12.6% mall sales loss in 2010; growing to 32.6% by 2020), while ROOF (Rapid Online Order Fulfillment) is such an obvious solution (25% mall sales gain - 100% guaranteed). 

Offering your customers our turnkey ROOF service with 1-Hour in-store shopping and delivery from any retailer and restaurant in your mall is a major competitive advantage to attract time-starved, convenience-oriented, cost-conscious consumers.  Especially when you distribute the ROOF FREE Delivery passes throughout your malls.


We have 4 other major constituents beyond “Internet-Savvy” Shoppers who comprise the full 25% sales gain, including: “Mobility Challenged” Shoppers (60% of population); “Convenience” Shoppers (80% of population); “Bulky Item” Shoppers (almost everyone) and “Extended Reach” Shoppers (everyone outside your normal trading areas).

Our concern, due to this economy, is we may not have emphasized the value of these other constituents enough – particularly “Extended Reach” Shoppers.

The current general anxiety about a possible “Double-Dip” Recession would, beyond the obvious immediate negative effect on mall sales, also extensively lengthen the recovery period.

Therefore, we reach into our “Kit-Bag” and pull out the “Extended Reach” Shoppers as a strong solution to this problem for Regional Shopping Centers.

A well-documented strategy to increase sales in a recession is to aggressively steal sales from your competitors. (Article)

ROOF is the Regional Mall's “Secret Weapon” allowing you to easily reach beyond your regular trading areas to attract customers and sales from competing regional malls and their tenants who now use “distance” to shield them from you.

It’s a wide open “Turkey-Shoot” for you, a marketing match-up that Regional Mall management can’t lose.

The other 4 ROOF shopper groups listed above also offer unique marketing and growth opportunities; most importantly, “Extensive Community Goodwill”.

With all these new constituents, there is a lot we can do together.

Given we start now, based on 3 to 4 weeks to prepare for your first mall's ROOF launch, we would be ready for "Back To School" shoppers.  Then, we would open your second round of malls before Thanksgiving to take advantage of the huge year-end holiday shopping season.

Looking forward to working with you and your Team.


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