ThisPlays International, a leading provider of photo booth products, has been developing its client base in the retail sector. The firm reports success in placing its photo booths in shopping centres, with excellent levels of customer engagement.
In response to a changing landscape, ThisPlays International has developed a range of photo walls and activations specifically designed for malls and shopping centres. “Visitors love to try it, buy it and share it,” says Mark van der Weide, ThisPlays owner and founder. “And the best part is for shopping centres themselves; we work revenue share based which means we only require a few square meters from the shopping centre.
“We design, build and invest in the complete activation and share the revenue with our partners. Actually, it’s a revenue driver and social media driver at the same time!”
Changing retail environments
The retail landscape has shifted dramatically in recent years, and shopping malls have adapted in response. Customers have become used to the convenience of shopping online, and so when visiting a retail destination they expect this same ease – combined with an engaging experience. Visitors are looking to be wowed.
In response, shopping centres are getting creative. Footfall is a pressing concern – and so many venues have diversified to offer a wide range of experiences.
Van der Weide says” “These days premium malls and especially outlet centres are almost transformed into complete family entertainment centres which go far beyond shopping itself. It’s funny that outlets were once designed to get rid of dead stock and these days these are transformed into mini 1-day holiday destinations.”
“With shopping centres and malls growing more and more towards attractions in themselves; it was a natural but strategic step for us to specifically focus on this market. Shopping centres may have a different landscape and demographics than attractions, museums and zoos (our initial target market), but in essence, both have the same key drivers in order to create successful partnerships: a high footfall with leisure-oriented visitors…the ideal ingredients for record photo sales.”
Tailored for retail
When it comes to the differences in these markets, the key thing is to understand the needs and wants of the visitor, as well as the needs of partners. For instance, in shopping centres, visitors tend to be slightly younger than in museums and zoos. Younger demographics expect filters, augmented photos and video, as well as content that is TikTok-ready.
“These are just a few of the features we added for this segment. Our client (the shopping centre) on the other hand, is very focused on customer data and the opportunity to communicate with visitors in order to stay top of mind within their audience.”
ThisPlays International reports that 92% of users open their photo email. The firm has developed ways to encourage customers to share from email – for example, the use of follow and win competitions.
ThisPlays has developed an appealing model where the firm carries the investment, the shopping centre provides the location free of charge, and revenue is then shared between the two. Locations benefit from an enhanced social media presence, photo sales, customer data, and a sense of theatre in the location, by only facilitating a few square meters.
The proof is in the results
However, Van der Weide adds: “Creating leads was not as easy as we expected. Many shopping centres are owned by international, large real estate chains and it was often hard to get in touch with the variety of stakeholders being involved in such a process.
“But with the right entrepreneurial spirit, we generated 53 connected shopping malls by the end of this year. We ‘simply’ offered a 3-month trial for over 15 locations without asking for any obligation in return. If you are convinced you have to stick your neck out which we did.
“The proof point in photo sales, social sharing, email marketing and wow experience itself easily found its way up to boardrooms. And only by requiring a few square meters, no investment and simple contracts.”
The firm is soon to launch a coupon booth, which will increase the potential for generating revenue.
ThisPlays International recently reported that it is working with new clients in the cruise sector. The firm’s photo booths help cruise operators to increase engagement with younger visitors.
