Although Honey Creek Mall was the dominant retail destination in Terre Haute and seven surrounding counties, its management enlisted MillerWhite Marketing to assist in maximizing sales-per-square-foot and ensuring its position in the market through creation of a new brand/image and new ways to achieve additional revenue.
In developing strategies and tactics to achieve these goals, MillerWhite utilized research results collected through a third party market dynamics survey commissioned by the mall's management company. The telephone survey gathered data on shopping habits of residents in the mall's trade area. The results of this survey, and of additional focus groups conducted by MillerWhite, became part of the firm's MW Fusion® report. The most significant finding was the almost universal familiarity of the audience with Honey Creek Mall, with 97% having visited the mall at some time in the past.
The focus group and on-site research results showed that customers wanted their regional mall to be more than just a shopping center – they expected it to be an entertaining experience and offer family-oriented activities. MillerWhite drew on these responses when using its pledge formula to create new tagline/brand messaging, jingle and creative direction for the mall. In addition, research found that mall customers were willing to read eMessages from the mall, information which was used to devise and implement online strategies designed to drive people to the mall more often and spend more with each visit.