“The launch shows the unique power of well-executed, omnichannel-oriented strategies that fuel the powerful reach of digital marketing channels with offline payoffs,” said Placer.ai VP of marketing Ethan Chernofsky. “This result should push landlords to think differently about the tenants and concepts they look to build around. Events like these can move the needle for co-tenants as well.”
Many retail brands — even those with strong online operations such as Walmart — draw more traffic in their physical locations than they do online. An analysis performed by Placer.ai in August found that offline unique visitors outnumbered unique online visitors by 29% at Costco, 21% at Target, and 18% at Walmart.
These results, Chernofsky posited, present retail center operators with an opportunity to leverage their properties for marketing and advertising value — something American Dream succeeded at historically on Labor Day and aims to continue to do by installing a women’s pro hockey team on its ice rink.
“This can possibly change the way we think about who anchor tenants are,” Chernofsky said.