Canadian Retailer - The Marketing Issue - 36

COLLABORATION & PARTNERSHIPS

The landlord-retailer partnership
can also be educational. Connor explained that some new-to-Canada
international brands were unfamiliar with the concept of 'Boxing Day',
which is foreign to many Americans. She noted that one retailer
took Oxford's suggestions to capitalize on the event and as a result,
the retailer earned considerable revenue that day. Connor said that her
team also provides valuable insight
to some international retailers about
Canada's employment landscape; in
some respects, landlords act as consultants to help retailers succeed.

Yorkdale Fashion Centre's Fashion Santa campaign.

Marketing Campaigns: Retailer Promotions

Social media has been a powerful tool in creating awareness, and Philip Zappacosta, founder
of his eponymous retail store 'philip' at Toronto's
Yorkville Village, noted how something as simple
as Tweets helped promote the
"LANDLORDS AND opening of his new store last
RETAILERS CAN LOOK year. "It drove customers to
AT WHAT STORES SHOP- our new store, which was very
PERS VISIT, WHERE THEY much appreciated," said ZapPARK, AND HOW MUCH pacosta. Landlord First Capital
TIME THEY SPEND, IN Realty came up with a unique
ORDER TO UNDERSTAND marketing campaign for its Yorkville Village property called
THE TARGET SHOPPER."
'Humans of Yorkville', com- LUCIA CONNER
plete with its own hashtag. LoOxford Properties
cal retailers are profiled in each
post, and Zappacosta noted that both he and his
store have gained considerable awareness because
of the landlord's marketing endeavours.
Social media and other promotions by landlords are also helping drive sales to retailers. Zappacosta explained how several social media posts
by the landlord about his recent John Varvatos
trunk show had customers coming in to enquire.
Landlords are also working with retailers more
than ever on unique promotions. Cadillac Fairview
has partnered with the Hudson's Bay Company on
its 'Grand Portage' charitable initiative, which is
part of Canada's 150th birthday celebrations.
Retailers are also increasingly utilizing mall
common areas to host events, gaining attention
while also animating the space. Beauty retailers
Sephora and MAC, regularly host different events
in various mall common areas, and the combination of music and activity gains considerable
attention. "The retailer gains a whole new level
of exposure in the common area," explained Con-

36 |

CANADIAN RETAILER

| THE MARKETING ISSUE

nor, while at the same time, the mall
gains something new and exciting
to keep things interesting. Synergies provide both landlord and tenant a level of exposure that wouldn't
be there otherwise.
Holiday Marketing

Promoting the winter holiday season is one of the busiest times for
many that are involved in mall marketing initiatives, and the past several
years has seen some splashy campaigns. Connor discussed the landlord's multi-year 'Fashion Santa' initiative, that drove considerable traffic
to Yorkdale through innovative marketing campaigns. Yorkdale's 2016
Christmas tree involved a partnership between the landlord and jeweller Swarovski, which she explained as
being win-win. Swarovski, which has
a store in the mall, gained considerable exposure by decorating a tree
with thousands of sparkling crystal
ornaments. Visitors were dazzled and
the initiative provided "an Instagramable moment," she explained, while
also driving traffic to the mall and its
various other retailers.
Not to be outdone, Cadillac Fairview,
unveiled its 2016 Christmas tree at
CF Toronto Eaton Centre-and it certainly got attention. The 108-foot tall
tree was the tallest of its kind in North
America, and when it was unveiled,
crowds stood in awe and broke out
into song when a choir began singing



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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