Exploring place marketing strategies of shopping centers in South Africa: Perspectives from marketing managers and customers

Understanding place marketing strategies implemented by shopping centers is important to attract and retain customers, create a competitive advantage, and drive regional economic growth. The study aims to identify the key factors that influence consumers' decision-making when choosing a shopping center and assesses the effectiveness of marketing initiatives in attracting and retaining customers. Through in-depth interviews with marketing managers of shopping centers and by conducting focus groups with shoppers, the study identifies a range of strategies, such as entertainment, events, and digital marketing that are used to attract customers and create a unique shopping experience. The findings also highlight the importance of location, convenience, and safety as key factors that influence consumers' decision-making. The study concludes by discussing the implications of these findings for shopping center management and marketing and suggests avenues for future research in place marketing.