Marketing approaches to work with the contour of the shopping center tenants

Tsimbaev V.V.¹
¹ Российский экономический университет им. Г.В. Плеханова, Russia

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Journal paper

Journal of Economics, Entrepreneurship and Law ^{(РИНЦ, ВАК)}
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Volume 10, Number 3 (March 2020)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42754514
Cited: 5 by 24.01.2023

Abstract:
The article is devoted to improving the efficiency of interaction between the shopping center and tenants. The author suggests the implementation of a two-circuit model of marketing management of a shopping center, which proposes dividing the work into two areas such as working with the buyers' contour and the tenants' contour. To work effectively with tenants, you should divide them into existing and potential tenants. In the framework of marketing management of a shopping center (tenant contour), the concepts of image formation and a pool of tenants are considered. The article justifies the use of five components of relationship marketing. They are as follows: customer service, community management, relationship personalization, product customization, and loyalty programs. The author offers a classification of potential tenants, as well as a system of measures for working with potential tenants at different stages of work. The role of databases, internal marketing, and customer focus in attracting and retaining tenants are explained.

Keywords: relationship marketing, trade centers, internal marketing, CRM

JEL-classification: L81, M21, M31

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