Unlimited Mall Division streamlines business strategy

The division's CEO, Molefi Moloantoa says that it is refocusing its energies on offering a comprehensive service, consisting of various businesses within the mall division that includes mall media advertising (Primall, MallWorx), mall activations and sponsorships (Mall Active, Mall Fusion, Prime Courts), mall digital CRM (Source) and mall marketing, media and creative solutions (Primedia Lifestyle Group).

"The philosophy behind our current approach is to match our advertising clients' communication needs with the appropriate vehicle, be it advertising, activations, or CRM. Traditional mall advertising may be suitable for one advertiser, whereas an activation coupled with an event may work for another. Ours is certainly not a quick in and out solution but rather a long-term business strategy that indicates the maturity of our approach and our ability to offer tailored 'in mall' solutions.

"The idea is to allow our clients to pick and choose individual service providers or achieve a fully integrated, broad approach if required. This is unusual in the sector in which we operate where a number of our competitors offer specialist services but are not able to offer the fully integrated offering that we do."

This realignment is also in keeping with South Africa's rapidly evolving retail sector which saw R392 billion in total mall retail sales for 2012, up 8.7% year on year.

"A key benefit for us is that mall advertising is much closer to the point of purchase than traditional above-the-line media. Brands that are not on board will lose out because the mall space is one area where advertisers that seek real return on investment will not be disappointed and where consumers can have real engagement with a brand, using all five senses," he concludes.