The most common bad practices in shopping centres

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Second on the list of 'things you shouldn't do on social media' is poor customer service management . Company pages so often fail to respond to user comments that users may be surprised when they receive a response. Social media profiles are opened to serve users, not to accumulate comments and unanswered messages until the end of time.

Databases
Almost all shopping centres have a database of their visitors, whether large or small. This data is usually obtained from loyalty campaigns, promotional actions, app downloads or access to the centre's Wi-Fi portal. But this data is of no use if it is not used in the appropriate way to carry out segmented communication with customers .

These communications can be carried out through different georgia mobile database tools or channels such as email marketing, push notifications through the center's app, notifications through a beacon system or SMS campaigns.

In order to ensure that the opening rate of these communications is as high as possible, the various lists that make up the databases must be cleansed and updated . It is essential to remove from the list those contacts who have not opened any email sent by the shopping centre for more than two years, but other issues must also be taken into account, such as, for example, unsubscribing children over 12 years of age who have previously signed up for the children's club, since it makes no sense to send them information about children's workshops or birthday presents when they are making their way into adolescence.

It is also important to carefully measure the type and number of communications sent through each channel , since it is not in the interest of database users to feel overwhelmed by the amount of information sent and decide to stop being part of the shopping centre's online community.

Another factor to take into account is the segmentation of communications, which will allow the shopping centre to send personalised messages to different target audiences, thus increasing their effectiveness. The different variables that we know about each user, such as age, sex, postcode or family unit configuration (whether they have children or not), will facilitate the interaction of users with the content sent.