Mapleview is a dominant regional shopping centre in Burlington, Ontario, an affluent suburb just west of Toronto. Burlington has seen impressive growth in recent years, and continues to trend more and more upscale
(the average household income there is $101,000).
To captivate this educated, brand-conscious shopper, Mapleview has been building a bold, fashion-forward brand positioning. We’re here to strategically manage
this brand aesthetic, so that it supports Mapleview's strategy and tactics on the ground.
It’s working marvelously. Mapleview is attracting more
of the right kind of shopper: 54% of Mapleview shoppers
fall within the high-elite income group (vs. 43% of TA).
Over the course of 2012, a 20% increase in sales productivity led to a performance of over $712 per square foot. Mapleview’s average spend of $122 per visit is
the second highest average in the Ivanhoe Cambridge portfolio. Big name retailers like Apple, lululemon athletica, Maison Birks have recently arrived, among others.
This compounds the positive momentum, and increases market share still further. All according to plan.
What’s more fashion than an enormous closet – and about a thousand outfits to fill it up? Mapleview’s Walk-In Closet was an online initiative with big impact. Through the custom website, shoppers could virtually build looks from that season’s trends. A community component allowed shoppers to share their creations, and pollinate social media networks. The grand prize was a $2,000 gift certificate from California Closets, and a $5,000 Mapleview Gift Card to fill it up. Through Facebook, eblasts, in-centre advertising, guerrilla measures, and other means,
the contests garnered a total of more than 840,000 impressions.
Another powerful initiative that really “took off.” Mapleview’s Passport to Fashion prompted shoppers to create a Pinterest board that combined their dream vacation and must-pack items from Mapleview retailers. The winning jetsetter received a $1,500 travel gift certificate, and a $1,000 Mapleview Gift Card. The initiative led
to 761,410 impressions, and more than 4,500 interactions.
After a couple of seasons of fun tactical initiatives,
it was time for Mapleview to remind shoppers
of its elegant, almost editorial fashion personality.
The “be Bold” campaign employed clean atmospherics and an enchanted, misty autumn backdrop. The results were very understated – bold, with a strong measure
of refinement, all delivered with impeccable minimalism.
To keep the Mapleview brand fresh at this level, we must consistently reinterpret our refined aesthetic. For holiday 2012, we brought the glamour and elegance of holiday parties to the fore, and sparkled with a shadowy
kind of coyness. We also used this opportunity to announce a second significant jump in sales per square foot.