The Challenge

A prominent luxury shopping center, that had previously marketed and catered to tourists, wanted to turn attention to attracting local shoppers.

In order to formulate a strategy,
management needed to get a better understanding of:

Explore how locals perceive the shopping center and why.

Determine what opportunities exist to increase interest among locals.

Uncover what barriers or challenges deter locals from shopping at the shopping center.

Discover the types of messaging would be most effective in driving enhanced local interest.

The Findings

The research revealed that the shopping center is viewed as a destination and social hub based on its wide variety of stores and restaurants. While locals identified several pain points, such as a lack of sufficient parking and poor customer service in the high-end stores, participants found no urgent need for major structural improvements.

Locals perceived that the addition of high-end stores appealed mostly to tourists rather than to value-conscious residents, causing a decline in the reputation of the shopping center among locals.

Locals recommended several potential enhancements to strengthen the local appeal, such as establishing a local loyalty program, bringing back nostalgic stores, adding a farmer’s market, or sponsoring other local activities to enhance the shopping experience.

The Solution

The Olinger Group implemented a series of qualitative focus groups among residents to evaluate current perceptions of the shopping center and identify potential amenity enhancements to drive increased interest. The research plan incorporated a variety of research methodologies, such as word association, to examine consumer perceptions and enable the shopping center management team and corporate office to enhance its integrated marketing strategy.

The Outcome

The research results enabled the shopping center to revitalize its image as a local shopping destination while maintaining its appeal with tourists by:

  • Sponsoring, hosting, and promoting more local, cultural events
  • Targeting social media campaigns to the local community
  • Offering shopping discounts and rewards to locals
  • Launching and promoting charitable programs to benefit the local community

All Our Case Studies

2022-01-14T17:42:24-06:00
plate of fruit and vegetables with exercise equipment and water bottle

Diabetes Support Program

Based on findings the company was able to optimize the features and benefits being offered. The program was re-developed to be more customized to help patients manage medication, diet effectively, and maintain positive behaviors while living with diabetes.

2022-01-14T07:07:57-06:00
woman cheering while looking at her mobile phone

Health and Wellness Rewards Program

Research results provided by The Olinger Group enabled the company to restructure its online app to integrate the new wellness rewards program concept, incorporating suggestions directly from healthcare consumers.

2022-01-14T07:08:43-06:00
woman with shopping bags walking into a shopping mall

Luxury Shopping Center

The research revealed that the shopping center is viewed as a destination and social hub based on its wide variety of stores and restaurants. While locals identified several pain points, such as a lack of sufficient parking and poor customer service in the high-end stores, participants found no urgent need for major structural improvements.

2022-01-14T07:09:40-06:00
kitchen counter with shelf and fresh herbs and coffee pot and toaster on counter

Porcelanosa Annual Sale

After digging deeper to get the customers’ point of view, it was uncovered that awareness of the annual sale was strong among customers and prospects, driven by Porcelanosa’s targeted mail-based advertising campaign conducted in the weeks prior to the sale.

2022-01-14T07:10:19-06:00
couple eating breakfast looking out a picture window in a hotel room

Luxury Hotel

Research revealed their current advertising featuring families was keeping adult and business travelers away. The hotel concluded that focusing on messaging that is more adult-oriented and business oriented would allow them to raise their average daily rate.

2022-01-14T07:11:03-06:00
hotel del coronado hotel resort picture on lawn

Hotel del Coronado

After incorporating The Olinger Group’s research findings into its marketing strategy, including adding new design features into the construction plans, the resort was able to completely sellout its inventory of 75 oceanfront luxury units, priced between $1.3MM and $5.2MM per unit, in just five weeks, well before construction was completed.

Let’s Make Things Happen

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The Olinger Group

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