Canadian Retailer - The Marketing Issue - 34

COLLABORATION & PARTNERSHIPS

AT a time of rapid e-commerce growth, Canada's
How retailers work with
shopping mall landlords are partnering with retail
tenants in an effort to attract consumers like never shopping mall landlords
before. Drawing shoppers to physical retail these to market to consumers.
days requires more than just selling goods-experiBY CRAIG PATTERSON
ences are the name of the game for the country's
top centres, with the expectation that increased dwell time and repeat visits will also
result in increased sales.
The landlord-tenant relationship is symbiotic. Typically, mall tenants rent space from
landlords at a base rate per square-foot annually, plus an additional fee per square-foot for
common area upkeep, marketing, taxes, and other mall-related expenses. Many leases also
include a percentage of rent paid to the landlord by the tenant once the retailer reaches a
particular sales threshold, so it's in the best interest of both parties that retailers do well.
Michael Turner, Executive Vice President for Canada at Oxford Properties, notes that
"the retailer is a customer too," and that Oxford endeavours to work with its retailers for
mutual success. It's a sentiment shared among the company's top mall landlords, including Cadillac Fairview, Ivanhoé Cambridge, and others.
Mall landlords are working with retailers to get customers into the mall, as well as to spend.
Most major Canadian shopping centres have at least one in-house marketing person, and in
the case of some of the country's leading malls, external public relation firms might also be
utilized. "It's an investment that pays off," says Oxford Properties Marketing Director Lucia
Conner, noting that her property, Toronto's Yorkdale Shopping Centre, utilizes both internal
marketing as well as an external firm for various promotions. The strategy is working-the
mall was recently ranked as Canada's most productive in terms of sales per square-foot, according to Retail Council of Canada's first annual Canadian Shopping Centre Study.

34 |

CANADIAN RETAILER

| THE MARKETING ISSUE



Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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