Increasing customer flow in a café by marketing in a shopping mall
Rantala, Annika (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112630309
https://urn.fi/URN:NBN:fi:amk-2024112630309
Tiivistelmä
This thesis explores the impact of targeted in-mall marketing on customer engagement, with a specific focus on increasing foot traffic to the café La Torrefazione, located in Sello shopping mall in Espoo, Finland. Conducted between September 2023 and April 2024, the research takes place against the backdrop of changing consumer habits and the evolving role of shopping malls. The theoretical framework centred on concepts of marketing strategy, consumer behavior, branding, and the marketing mix, while also drawing on existing models of customer journey analysis and digital marketing tactics.
The research utilized an action research approach supported by observational methods and a structured survey. The project implementation involved testing a variety of in-mall marketing channels, including social media, audio marketing, and targeted promotions. The survey collected data on customer awareness, preferences, and demographics, while observations captured shifts in customer flow at La Torrefazione during and after the marketing interventions.
The primary goal of the thesis was to increase the customer flow in La Torrefazione and determine which in-mall marketing methods most effectively boosted that, with a specific emphasis on finding the most impactful methods offered by the shopping mall. The research set additional sub-objectives, including understanding how marketing influenced customer decisions to visit La Torrefazione, and analysing visitor demographics to identify patterns or preferences.
Key outcomes reveal a 4.69 % increase in customer flow during the marketing campaigns, indicating a positive effect of these in-mall marketing efforts. Audio marketing emerged as the most recognized method, with hunger being the leading motivation for customers to visit the café. Survey results showed that 74 % of visitors were women, with the largest age group represented being 40 to 49 years old. These findings underscore the significance of demographic targeting within the mall’s marketing efforts and highlight the effectiveness of audio marketing in attracting visitors.
Through analysing the observed trends and survey feedback, the thesis ultimately offers a tailored marketing plan for La Torrefazione Sello in 2025, which includes strategies to leverage high-performing channels identified during the study. This research provides actionable insights for optimizing in-mall marketing strategies to enhance customer engagement and drive traffic within these environments.
The research utilized an action research approach supported by observational methods and a structured survey. The project implementation involved testing a variety of in-mall marketing channels, including social media, audio marketing, and targeted promotions. The survey collected data on customer awareness, preferences, and demographics, while observations captured shifts in customer flow at La Torrefazione during and after the marketing interventions.
The primary goal of the thesis was to increase the customer flow in La Torrefazione and determine which in-mall marketing methods most effectively boosted that, with a specific emphasis on finding the most impactful methods offered by the shopping mall. The research set additional sub-objectives, including understanding how marketing influenced customer decisions to visit La Torrefazione, and analysing visitor demographics to identify patterns or preferences.
Key outcomes reveal a 4.69 % increase in customer flow during the marketing campaigns, indicating a positive effect of these in-mall marketing efforts. Audio marketing emerged as the most recognized method, with hunger being the leading motivation for customers to visit the café. Survey results showed that 74 % of visitors were women, with the largest age group represented being 40 to 49 years old. These findings underscore the significance of demographic targeting within the mall’s marketing efforts and highlight the effectiveness of audio marketing in attracting visitors.
Through analysing the observed trends and survey feedback, the thesis ultimately offers a tailored marketing plan for La Torrefazione Sello in 2025, which includes strategies to leverage high-performing channels identified during the study. This research provides actionable insights for optimizing in-mall marketing strategies to enhance customer engagement and drive traffic within these environments.