The shopping center organized a series of events to increase footfall. Over the course of a month, the average footfall grew by 15%. However, sales in the «Fashion» category decreased by 10% despite the increased traffic. In contrast, sales in cafes and restaurants rose by 20%.

Using data from the automated sales collection system with hourly granularity, the analytics and marketing teams conducted an analysis:

• Peak event hours (6:00 PM–9:00 PM) attracted the highest number of visitors
• However, the conversion rate for «Fashion» tenants during these hours dropped by 15% compared to regular days
• Cafes and restaurants saw a 25% increase in revenue during the same hours, attributed to the evening timing and higher visitor engagement

Based on the analysis, the marketing team adjusted the event strategy:

1. Morning Hours (10:00 AM–1:00 PM):
• Organized events targeted at women and mothers with children
• Examples of activities:
- Jewelry or style masterclasses
- Children's activities (creative workshops, animation shows)
• Outcome: footfall during morning hours increased by 18%, and sales in the «Fashion» category grew by 12%

2. Evening Hours (6:00 PM–9:00 PM):
• Focused on events attracting the audience for cafes and restaurants
• Examples of activities:
- Live music performances
- Food court tastings
- Thematic culinary masterclasses
• Outcome: revenue for cafes and restaurants increased by 30%, and sales for «Fashion» tenants stabilized (no further decline)

• The mall adapted its marketing activities to suit the specific needs of different tenant groups
• For «Fashion» tenants: a 12% sales increase due to events targeting their audience in the morning hours
• For cafes and restaurants: a 30% revenue increase during evening hours
• Overall, tenant satisfaction improved due to the tailored approach to marketing activities and more efficient resource allocation