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The issue of targeting customers in a shopping centre environment was discussed at retail marketing association POPAI's Master Program event in Chicago this week, with Eye Shop USA's senior vice-president and general manager Jeff Gunderman giving his recommendations.

Gunderman's main point was to consider that shoppers spend time both moving and stationary, and advertisers should take advantage of this basic idea when designing digital marketing material. "When an advertiser tailors their message to the mall environment they have the opportunity to connect with shoppers both as they move around in the mall and when they take a break," he said. "Short tailored digital messages encourage higher engagement with mall shoppers."

The discussion was concluded with Gunderman's thoughts on media placement on path to purchase, emphasising that the multiple touch points on offer can be enhanced with short digital ad loops.

"From the moment shoppers enter the mall, and throughout their entire journey, maximising reach is a key goal for advertisers who want to connect with consumers," he explained.