Supporting Small Retailers: Something we have to do for our indie stores

In the current retail landscape, where digital interactions often precede in-person experiences, shopping centres have a pivotal role in supporting the small retailers. Particularly, assisting them in harnessing the power of social media can transform their businesses and, by extension, the vibrancy of the shopping centre itself. Based on insights from a provided social media guide we created for a client, here’s how shopping centres and landlords can effectively support their tenants in going digital:

1. Tailored Social Media Workshops

Social media mastery begins with understanding the basics and nuances of different platforms. Shopping centres chould offer workshops that detail platform-specific strategies—such as using Instagram's visual appeal through posts and stories, leveraging Facebook groups and marketplace, and networking through LinkedIn. These workshops can cover everything from optimal post sizes to engaging content creation, as outlined in the guide. OR of course we can come in and run those for you.

2. Centralised Social Media Platforms

Creating a centralised social media calendar shared with the retailers that features highlights from various retailers offers numerous benefits. This unified platform can amplify reach and provide a shared space where individual retailers can showcase their unique products and stories without the overhead of managing their own campaigns. It takes work though we know that. It’s a symbiotic relationship that increases visibility for all involved.

3. Content Creation Assistance

Many small retailers may not have the resources to consistently produce high-quality content. Shopping centres can facilitate this by providing access to professional photography and video production services, perhaps even creating a content creation hub within the centre. Tools like Canva and InVideo, as mentioned in the guide, can be made available to help retailers create polished visuals that attract and engage customers. Again this is down to resources and training as well as budget.

4. Strategic Posting and Scheduling

Consistency is key in social media. Shopping centres can assist retailers by offering tools and strategies for effective scheduling. This might include access to scheduling software like Hootsuite or training on how to plan content calendars, ensuring that retailers post regularly and at times that maximise customer engagement.

5. Promotion of Digital Engagement in Physical Spaces

Integrating social media within the physical shopping environment can enhance customer engagement. For example, featuring QR codes in-store that link to social media contests or live streams can create a seamless blend of physical and digital shopping experiences. Encouraging customers to check in on social media or share their experiences online can also boost the digital presence of both the retailers and the shopping centre.

6. Monitoring and Analytics Support

Understanding what works and what doesn’t is crucial for social media success. Shopping centres can provide retailers with basic training on using analytics tools to track engagement and adjust strategies accordingly. This support can help retailers understand their audience better and refine their marketing efforts to increase effectiveness.

7. Celebrating Success and Community Building

Highlighting successful social media campaigns and sharing these stories among the community can inspire and motivate all tenants. Shopping centres should celebrate milestones, such as significant growth in followers or a successful online campaign, to foster a sense of community and shared purpose.

To sum it up..

Supporting small retailers in their digital journeys isn’t just about technology; it’s about creating a community of growth and learning. By facilitating access to social media tools, education, and collaborative opportunities, shopping centres can help their tenants thrive in the digital age. This approach not only benefits the individual retailers but also enhances the appeal and competitiveness of the shopping centre itself.

We are happy to help...just give us a shout!