Services: Gen Z Custom Research, Gen Z Sounding Boards
the challenge:
Help Shop Premium Outlets, the online shopping mall of Simon Outlets, rebrand and integrate into Simon Malls, and ensure the brand, the approach and the messaging resonates with Gen Z.
approach:
Starting with a custom research investigation into Gen Z's evolving online shopping behaviors, we helped SPO develop a strong understanding of Gen Z’s shopping preferences to inform their strategic positioning and approach further. Then, as the process continued, we built an ongoing advisory panel for Simon Malls/SPO to tap into regularly, helping them refine and define the name, positioning, slogan and more for ShopSimon.
impact:
ShopSimon officially launched on September 5, 2024, and is positioned to help turn the 3 billion annual visitors on Simon properties into more loyal more engaged online consumers.