Redefine rakes in accolades at marketing awards

JSE listed diversified real estate investment trust (REIT) Redefine Properties has announced that its recently renovated Centurion Mall and its newest retail property Kyalami Corner, both, won Gold at the Footprint Marketing Awards 2019. Centurion Mall’s efforts in digital marketing and the latter’s sales promotions and events won the accolades for Redefine.

Redefine also took home a Silver and eight Bronze medals across categories like Community Relations, Public Relations and Category Integration amongst others ending the evening with a rich haul of 11 medals.

An initiative of the South African Council of Shopping Centres (SACSC), the awards recognise exceptional shopping centre marketing, innovation, creative achievements, with economic success and excellent customer service. This year the awards were held at the Cape Town International Convention Centre.

All Gold SACSC Footprint Marketing Awards are automatically entered into the International Council of Shopping Centres’ VIVA Awards.

Our properties are more than just shopping centres; they are avenues for meaningful conversations with the communities. We remain committed to leveraging the spaces we manage to change the lives and the future of the people and communities around them. The awards demonstrate our continued passion to find ways to engage and build audiences for our retail properties

Marijke Coetzee, Head of Marketing and Communications, Redefine Properties.

Centurion Mall, which took Gold for its chatbot, recently underwent a comprehensive R1.06 billion refurbishment and at a gross lettable area (GLA) of 130 000 sqm, is Redefine’s biggest retail property. In line with trends of offering experiences over shopping trips, the Mall’s new open air design concept, comfortable interiors, additional retailers and revamped movie theatres are amongst the many changes that are contributing to the growing number of loyal fans.

The chatbot is an automated online assistant which helps consumers resolve queries on the centre’s website. Centurion Mall is the first mall to implement this in line with future trends.

The trendy Kyalami Corner shopping centre, which opened in April 2017, perfectly responds to the retail, lifestyle and social requirements and aspirations of the Kyalami neighbourhood and surrounds. The elegant, energy-efficient design also complements the natural, equestrian environment and character of the area.

The centre took Gold for its initiative “Where we make traffic fun.” The roadworks in the vicinity of the centre caused heavy delays and slow moving traffic. The centre decided to make it fun for motorists sitting in traffic and handed out gifts on a weekly basis to motorists while entertaining them in traffic. Motorists were encouraged to post their gifts and pictures on social media and stand a chance to win additional vouchers to redeem at the various stores at the centre.

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