Winning the state competition: the Göttinger Kaufpark impresses with its marketing concept during the pandemic. The cash prize goes to “Starlight”.
Göttingen – Award-winning marketing at Göttinger Kauf Park: The shopping center was one of the twelve winners of the Lower Saxony “Get together – Local business” competition. The measures the centre’s management took during the pandemic to protect visitors and retailers, but also to strengthen trade, were compelling in state competition.
It is a joint project of the Lower Saxony Ministry of Economic Affairs with the Lower Saxony Chamber of Industry and Commerce (IHKN), the Lower Saxony-Bremen Trade Association (HNB), the Weser Ems Cooperative Association (GVWE) and the Nordenham Marketing and Tourism Association (NMT).
Göttinger Kaufpark receives an award for its marketing concept
In order to ensure the safety of customers during the corona pandemic and to maintain visitor attendance, sales and tenants, the centre’s management developed and implemented a package of measures with four components.
The focus was on the combination of digital and analogue campaigns. This included creating free image videos for retailers, developing an online voucher platform with the hashtag # deingöttingen, a digital traffic light for visitors to facilitate shopping, and testing and vaccination offers in the mall. All measures were advertised through existing channels such as the homepage and social networks (analogue and digital).
With the package of measures, it was possible to welcome an average of 10,000 visitors to Kauf Park even during the corona pandemic, and thus only three percent less than before the corona virus.
Kaufpark Göttingen: The cash prize goes to the future children’s and youth hospice Sternenlichter
The decline in turnover among tenants was kept moderate and job vacancies were almost completely avoided: according to the company, that’s less than one percent. In addition, new marketing and retail channels were opened and customer loyalty was strengthened.
Kauf Park has now been awarded for this success in the Lower Saxony competition. However, the management of the center did not invest the € 3,000 prize pool in the mall. Instead, a token check with the sum was handed over to the heads of the Sternenlichter Children’s and Youth Hospice in Göttingen, which is currently in the planning stage.
“We are happy with the certificate and the recognition of our work, but the prize money is in good hands with the stars,” says Jürgen Brunke, Center Manager of Kauf Park.
“We are very happy with the donation, which is needed to build our hospice for children and young people,” says Nicole Zimmer of the Sternenlichter team. “Even if the work has not started yet, we already have to collect donations for our hospital for children and young people with vital diseases and their families, because there is no public funding for the entire interior design”, Kauf support. Park.
The insole for the future hospice for children and young people is expected to be laid this year, Zimmer informed. The opening of the Göttingen facility, the third of its kind in Lower Saxony, is scheduled for 2024. (mzi)
