Shoppers 'like' social media offering at malls

Social media is an increasing important factor in attracting visitors to shopping centres, according to Heino Vink, CEO of Netherlands-based mall specialist Multi Development.

Multi, the largest developer of shopping centres in Europe, has fully embraced the social media revolution, Vink told a panel discussion organised by financier ABN Amro at the Provada real estate trade fair in Amsterdam on Tuesday.

The developer has a stable of 10 shopping centres in Turkey and social media is an important part of the strategy in connecting with the public. Vink said that Multi's Forum Istanbul currently has more 'likes' than any other shopping centre in Europe with a presence on Facebook. Forum Istanbul comprises 175,000 m² of leasable space, making it one of the largest shopping centres in Europe.

Forum Marmara, a 70,000 m² shopping centre developed by Multi and with London based Area Property Partners in Istanbul has been an innovator. It was the first shopping centre to host MyForum, Multi's initiative designed to combine 'bricks with clicks'.

The MyForum lounge in Marmara Forum is designed to be the ‘cool place’ to drop into to check out all of the latest trends and 'must have' products. Integrated with all social networks, location-based services and multimedia websites, it has a full TV studio so members may appear on local or national TV. Smartphone check-in at all entrances updates MyForum members to in-store benefits, events and experiences.

Vink said Multi has discovered its use of social media has aspects of a social role in local communities in the Netherlands. He cited the example of the website for the Vleuterweide shopping centre, which he said has grown into a digital meeting place for the whole catchment area.

In addition, shopping centres are increasingly helping in nurturing cohesion and self-awareness among communities in the physical world. Vink recounted the experience in Spijkenisse, a district on the edge of Rotterdam, where a Multi shopping centre organised a stilt-walking record event. 'The run-up and the event itself were a great experience for the entire community - and clearly helped strengthen the shopping centre's image,' Vink said.