With a multitude of tenants to manage, operators of retail destinations need strong communication tools. But too often, these tools have not kept pace with changing needs risking operational inefficiency. This can lead to wasted time, miscommunication, lack of visibility and unengaged tenants, which in turn increases risk and costs while decreasing revenue.
One of the biggest challenges for operators is notifying tenants of key information and updates effectively and efficiently. Email is still relied on heavily and although this seemingly provides a quick and easy solution, there are potential issues.
Without proper segmentation of contacts, an email may not reach the right people and isn’t trackable. Furthermore, as many retail employees are unlikely to have access to company emails, it then becomes the store manager’s responsibility to keep them informed – leading to a broken chain of communication. With burnout a particular problem in retail, the need to filter information to staff can overburden busy store managers, risking important updates not being conveyed in a timely or effective manner.
As well as utilising email, some operators are opting for manual communication methods such as paper memos and notices. Although this practice may increase reach and visibility, it won’t generate useful data and can have a huge impact on productivity. For example, it could take circa two hours to walk around a shopping centre, hand delivering printed sheets to tenants in every store, restaurant and attraction. On top of the hours it takes to create and manage communications for content management and memos each month, time and costs can quickly accumulate.
Tenant woes
From a tenant’s perspective, ineffective communication processes can cause frustration and hinder productivity. Fragmented communication, often caused by using multiple communication tools (email, phone, texts for example), can make it difficult for tenants to stay informed, or to contact management if they have a question or issue to resolve leading to frustrations.
Often busy retail workers will have to jump through various hoops to reach the right people such as emailing, phoning or messaging different departments and individuals.
Relying on more traditional communication methods can negatively impact tenant engagement too. As shopping centres continue to evolve with a more diverse tenant mix, the need to provide tailored messaging is increasing. Although not impossible to achieve through emails or manual methods, customising communication in this way can be challenging and time consuming. And if tenants keep receiving messages that aren’t relevant or a priority, they will start to tune out over time.
Transformative change
Thanks to digital technology, these issues can be quickly addressed. Mallcomm transforms communication practices enhancing operational efficiency and tenant engagement.
Key information is centralised and targeted messaging can take place in real time. This ensures tenants are kept up to speed with relevant updates, developments or issues at their site and they can connect directly with a retail destination’s managers.
These benefits were realised by Mall of America which adopted Mallcomm to streamline communications with more than 520 tenants. Speaking about the impact, its IT director said:
“Although it sounds like hyperbole, Mallcomm has been a game-changer at Mall of America. For the first time in our 28-year history, tenants have a single resource which they can access to receive standard documentation, timely messages and helpful information. They can also send questions directly to mall management to help them with any issues they may be facing.”
A digital platform can increase the quality of communication too, enhancing tenant engagement and satisfaction. The technology allows operators to see which tenants have read the messages helping to identify information which may need to be more tailored or if a different approach may be required.
Details of special offers and events can also be instantly communicated to tenants driving internal sales and helping to enhance a retail destination’s performance. Mallcomm’s clients have seen high levels of engagement and success as a result of this feature. For example, up to five percent of the turnover generated at a McDonalds store in a UK retail destination can be attributed to a loyalty discount offered through Mallcomm.
Maximising potential
In fast-paced retail destinations where efficiency and tenant satisfaction are paramount, communication is key. Relying on outdated tools not only creates unnecessary operational challenges but prevents operators from creating a connected and engaged community.
By embracing digital technology, communication processes can be overhauled, creating a more resilient environment which ultimately can bolster a retail destination’s performance.
If you’re interested in how Mallcomm can improve communication across your property, speak to a member of our team below