Bev Strickland, Managing Director of the digital marketing agency which specialises in the retail sector, said the Strategic Marketing Plan will focus on three key tenets:
- Increased digital marketing to raise the digital footprint and exposure of Park Ridge Town Centre
- Community engagement to encourage greater foot traffic to the centre and cement the centre’s role as a focal point of the community
- Increased retailer engagement to encourage promotion across the centre and to satisfy their marketing needs
“We love it when we add another shopping centre to our portfolio of clients; it shows we know what we are doing works and is in demand,” Ms Strickland said, adding the role with Colliers International started on August 1.
“It provides another opportunity for us to flex our digital marketing strategy muscle which has been built up and developed for the retail sector, so we can successfully build the profile of the centre within the community.
“Park Ridge Town Centre is a fantastic one-stop shopping destination for many shoppers and we are genuinely excited by the opportunity to help promote the centre to locals and visitors to the area alike using our proven marketing strategies.”
Park Ridge Town Centre received a $26 million refurbishment in 2016 which expanded its geographical footprint by 13,000m², included the addition of 25 specialty stores and doubled centre carparks to 650.
The redevelopment process also identified a need to curate a full complementary mix of tenants to ensure the centre would not just be sustainable into the future, but would thrive by identifying what the community needs and delivering it.
Consequently, it is now anchored by both a Coles and a Woolworths Supermarket, Asian supermarkets, fresh fruit and vegetable store, butcher, two bakeries, take-away food options and a dine-in cafe.
Medical and Allied Health tenants have also been cultivated for Park Ridge Town Centre and tenants now include a medical practice, dentist, optometrist, pharmacy, massage centre and a gym, while other services on site include Australia Post and hair and nail salons.
“Park Ridge Town Centre, like many large suburban shopping centres, is experiencing an increase in patronage from locals who, in a post-COVID world, are less likely to travel large distances to have their shopping needs met,” Ms Strickland added.
“This presents local shopping centres with an opportunity they have not had in recent times, to develop relationships with consumers and their communities, leading to increased centre loyalty. But to achieve that, it is critical the strategy be well-considered and backed by experience.”