Politicizes the shoppers
The merged shopping centers rely on Wyler advertising
The merged shopping centers rely on Wyler advertisingBy Luca Aloisi With the merger of Shoppi and Tivoli, not only the management and administration have changed. A uniform marketing platform is to accompany the planned restructuring measures. In the first campaign, Wyler Werbung satirizes the election campaign.
Contrary to consumer sentiment, the last economic bastion - the retail trade - did not falter in Switzerland in 2001. Nevertheless, the second largest Swiss shopping center in Spreitenbach recorded a slight decline in sales of 2.7 percent to CHF 462 million. Its competitor in Wallisellen, on the other hand, grew slightly by 0.5 percent.
Spreitenbach has understood the signs and responded to them; by merging the two centers, a first step has been taken towards long-term value enhancement. This is also bitterly necessary at a time when daily shopping is increasingly perceived as a burden, competition from station shopping centers is growing and margins are becoming thinner and thinner. This is why shopping centers are trying to attract ever more selective retail chains and consumers with new leisure and experience-oriented concepts and an optimal tenant mix. Market share and healthy growth can hardly be secured otherwise.
Position strengthening only works with eye-catching communication
Shopping should be fun, was the intention of the founders of the Shoppi (1970) and even more so four years later when the Tivoli opened. However, even after renovations in the nineties, enthusiasm was limited. In order to reach the target group of young families, Marketing Manager Peter Binggeli is planning several renovation projects for the coming years: From a large children's paradise to redesigning areas and architectural interventions that make the merger visible and the mix of stores more attractive.
Marketing communication will be intensified alongside this. Happy to have won over the highly decorated Glatt advertiser, Binggeli is now eager to see what the reactions to the new campaign will be. CD Ruedi Wyler has developed a provocative image with graphics and content borrowed from the Federal Council parties. According to Wyler, the lack of an "SP motif" was completely unintentional. Malicious tongues gleefully attribute this to the currently confused situation of the party leadership.
Contrary to consumer sentiment, the last economic bastion - the retail trade - did not falter in Switzerland in 2001. Nevertheless, the second largest Swiss shopping center in Spreitenbach recorded a slight decline in sales of 2.7 percent to CHF 462 million. Its competitor in Wallisellen, on the other hand, grew slightly by 0.5 percent.
Spreitenbach has understood the signs and responded to them; by merging the two centers, a first step has been taken towards long-term value enhancement. This is also bitterly necessary at a time when daily shopping is increasingly perceived as a burden, competition from station shopping centers is growing and margins are becoming thinner and thinner. This is why shopping centers are trying to attract ever more selective retail chains and consumers with new leisure and experience-oriented concepts and an optimal tenant mix. Market share and healthy growth can hardly be secured otherwise.
Position strengthening only works with eye-catching communication
Shopping should be fun, was the intention of the founders of the Shoppi (1970) and even more so four years later when the Tivoli opened. However, even after renovations in the nineties, enthusiasm was limited. In order to reach the target group of young families, Marketing Manager Peter Binggeli is planning several renovation projects for the coming years: From a large children's paradise to redesigning areas and architectural interventions that make the merger visible and the mix of stores more attractive.
Marketing communication will be intensified alongside this. Happy to have won over the highly decorated Glatt advertiser, Binggeli is now eager to see what the reactions to the new campaign will be. CD Ruedi Wyler has developed a provocative image with graphics and content borrowed from the Federal Council parties. According to Wyler, the lack of an "SP motif" was completely unintentional. Malicious tongues gleefully attribute this to the currently confused situation of the party leadership.
