Canadian Retailer - The Marketing Issue - 37

In November 2016 and February 2017, Yorkdale Shopping Centre played host to Canada's top fashion designers at FashionCAN.

'What a Wonderful World'. For weeks after, mall patrons snapped photos of the gigantic
installation. For Holiday 2016, as well, Cadillac Fairview partnered with the Hudson's
Bay Company for the unveiling of Saks Fifth Avenue's 2016 Christmas window displays
at the Downtown Toronto flagship. Thousands of excited fans waited to get a glimpse of
musical performer Mariah Carey, who sang to the crowds as the spectacular animated
windows were unveiled.
Technology and Analytics are Powerful Tools

Landlords are increasingly using technology and analytics to enhance marketing
efforts, to the benefit of both landlords and retailers. "It's not just traffic counters anymore," noted Connor, who explained how data collected from shoppers can be used to
determine spending and dwell time to target individual shoppers to improve the overall experience. She revealed that Oxford Properties is now able to "look at what stores
shoppers visit, where they park, and how much time they spend, in order to understand
the target shopper". Landlords are able to utilize this and other data to better assist retailers with understanding consumers, and how to better reach them through marketing messaging. New technology also provides data immediacy, allowing landlords to
understand and target shoppers in real time. "You no longer have to wait for intercept
surveys," noted Connor.
Turner also discussed the future of analytics and how they might be able to directly
target the consumer. "There is an opportunity in the future to message a consumer
with an offer, such as there is a sale at Zara," he said, noting that as consumer data becomes more available, landlords and tenants are better able to understand their target
demographic, and to optimally market to them as a result.
The future will certainly be interesting-as consumer information becomes increasingly available with new technology, landlords and retailers will be partnering more
than ever to accurately target, and then market to shoppers.
To download Retail Council of Canada's groundbreaking Canadian Shopping Centre Study,
visit www.retailcouncil.org/first-of-its-kind-study-of-shopping-centres-in-canada.

www.retailcouncil.org/cdnretailer

THE MARKETING ISSUE

| CANADIAN RETAILER | 37


http://www.retailcouncil.org/first-of-its-kind-study-of-shopping-centres-in-canada http://www.retailcouncil.org/cdnretailer

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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