AFRICAN SPEAKER BUREAU | CURATED FOR THE SOUTH AFRICAN COUNCIL OF SHOPPING CENTRES
Why Should They Choose This Centre?
Khaya Dlanga recently asked SACSC members what gets a customer out of the house and into a centre. The next question follows: Why choose this centre? And why return?
Khaya Dlanga brings a consumer brand strategist's eye to a question SACSC members face every day: Why do people choose one shopping centre over another? Members know their centres through trading figures, footfall, tenant performance and daily operations. Khaya examines the people behind those numbers. Drawing on his work with consumer brands, he looks at the habits, needs and expectations that shape a shopper's choice. The session builds on his recent contribution to SACSC. It gives members an outside perspective on a familiar commercial challenge, while leaving the property expertise where it belongs: With the people who run the centres.
About this collection
South Africa's shopping centres compete for a place in people's daily routines. Trading figures show where customers spend. They reveal less about why a shopper chooses one centre over another. National tenants, promotions and promises of convenience give shoppers familiar reasons to visit. Competing centres offer many of the same things. The advantage lies in knowing the people who live and work nearby, how they use their time, what frustrates them and what earns a return visit. Khaya recently challenged SACSC members to consider what gets someone out of the house and into a centre. The next question follows naturally: Why choose this particular place? A campaign earns attention; the customer's decision happens elsewhere. His proposed session explores what makes a centre worth choosing, and what gives people a reason to return. Khaya has worked with Coca-Cola and rain, bringing experience in brand strategy and the choices people make in everyday life. SACSC members bring the evidence from their centres. Together, those perspectives offer a useful test of what a centre believes its customers value.
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