Ed.Square Shopping Precinct was built amongst an already established residential hub with apartments and terraces full of tenants. These contacts were leveraged as they are high value, frequent and loyal shoppers due to the convenience of the centre to their living location.
Norbit initiated a soft launch to residents first, providing them with exclusive access to download the app and be in the residents’ segment. We worked with the retailers to develop impactful offers and campaigns in the lead up to the opening. This enabled residents to engage with the app and enter competitions before the centre opened.
The engagement from the retailers was outstanding with over 80% of retailers involved in the launch. Some retailers provided giveaway prizes for week-long and month-long feature competitions. A key component of the launch strategy was to develop high-perceived value with the residents to ensure they would utilise the app, provide user information and continue to support Ed.Square retailers over neighbouring centres.