Competitive Analysis Outlets at Traverse Mountain

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Competitive Analysis Outlets at Traverse Mountain

All four malls we reviewed (Outlets at Traverse Mountain, University Place Mall, The Shops at South Town, and Fashion Place Mall) have very good, overall perceptions from visitors, with ratings of either 4.3/5 or 4.4/5. The Shops at South Town has the most special attractions among these four malls. Social media is a key part of each mall's online/digital marketing tactics and target visitors for these malls were mainly women and families.

Outlets at Traverse Mountain

1. Visitor Perceptions

  • The overall visitor perception of the Outlets at Traverse Mountain is very positive.
  • The mall has a 4.4/5 rating based on 3,914 Google reviews.
  • The bathrooms at the mall receive a lot of praise in visitor reviews due to how incredibly clean, modern, and spacious they are.
  • People also really like how clean the mall is overall. As one person said, the "walkways are spotless."
  • Visitors say that the mall is aesthetically pleasing due to its design. For example, the mall has a Grand Lobby that resembles "a cozy little ski-lodge-type of area."
  • The selection of stores and good deals offered are other positives people noted about their experiences.
  • Visitors enjoy the convenient and plentiful parking available when they come.
  • A unique feature of the mall that receives mixed reviews from visitors is that it has a retractable roof that covers walkways within the otherwise outdoor mall. The reason people dislike that the mall is outdoors is because of Utah's snow and cold temperatures during the winter. A visitor said that she and the people with her "spent less time shopping because we were freezing when we weren't in a store trying to absorb all their heat."
  • Another aspect of the mall that received a negative perception from several visitors was that the food/restaurant selection is lackluster.

2. Target Visitors

  • Women are the mall's clear target visitor demographic. We concluded so because pictures of women are all over the homepage of the mall's website and most of social media posts are of women.
  • Within the women target demographic, moms are definitely another target visitor demographic for the mall. We concluded so because there are many pictures of moms posted across the mall's social media channels and, in many of those posts, the mall frequently uses the hashtag #utahmoms.
  • Families and thus parents are other target visitor demographics for the mall. A visitor noted that the mall has "store[s] that are good for kids and adults of all ages."

3. Special Attractions

  • A special attraction at the mall during Christmastime is that it displays "Utah’s tallest fresh cut Christmas tree."
  • The lobby in the mall is a special attraction, as it features a fireplace and has a resort-like ambiance.
  • Santa's Cottage is an attraction at the mall during Christmastime.
  • On select dates, the mall hosts an event and thus special attraction called S'more at Traverse where people can come make s'mores around the fire pit.

4. Online/Digital Marketing Tactics

A. Social Media

  • Social media is a big part of the mall's digital marketing strategy.
  • The mall regularly posts on its Facebook and Instagram channels.
  • The mall has 17,616 Facebook likes and 9,147 Instagram followers.
  • Though the mall has a YouTube channel, it doesn't appear to use it anymore because the last video was uploaded a year ago.

i. Facebook

  • In its Facebook posts, the mall uses a lot of hashtags. Common hashtags included in those posts are #utahdeals, #traverseoutlets, #utahfashion, and #lifestyle.
  • There are four main types of posts that the mall includes on its Facebook: Promotions for specific stores, promotions that apply throughout the mall, featuring outfit/clothing items from specific stores, and events such as Santa Paws (Christmas pictures for pets).
  • In addition to its photo and text content on Facebook, the mall also uses videos to promote specific events, mall-wide sales, brand-specific sales, and announcements about new stores opening.
  • Some posts on Facebook specifically target parents.

ii. Instagram

  • Most of the mall's Instagram posts involve pictures of outfits.
  • Unlike Facebook, the mall does not post videos on Instagram.
  • Humor is part of the mall's marketing tactics on Instagram.

B. Website

i. Personal Profiles

  • Part of the mall's marketing through its website seeks to get visitors to create personal shopping profiles online.
  • The following is the pertinent part of the statement provided about those personal shopping profiles: "Sign up for your personal profile now. Outlets at Traverse Mountain gives you what you want, the way you want it. Get hot deals, the inside scoop and special promotions — all available through our exclusive profiles."
  • People can create their personal shopping profiles by signing up through Facebook or with their email addresses.

ii. Rewards Program

  • The mall's rewards program is called Elite Rewards.
  • The following is the statement provided about the rewards program: "Members receive periodic emails with exclusive offers like VIP access to special events, [d]ouble point days and more. And remember, you earn 10 points for every dollar you spend and your points never expire."

iii. Calendars

  • On its website, the mall has a calendar of current sales, new arrivals, and in-store events.
  • There's also a calendar of mall-wide events on the website.

University Place Mall

1. Visitor Perceptions

  • University Place Mall has a positive, overall perception among visitors, with a 4.3/5 rating, based on 4,844 Google reviews.
  • The playground for kids is well-liked among parents.
  • "Fun" is a word several people used in describing the mall and the activities it hosts.
  • The mall's outdoor fountain is a popular feature at this mall that visitors really like.
  • Numerous visitors said that the mall has a nice environment.
  • The restaurants at the mall are well-liked by visitors.

2. Target Visitors

  • Families are a key demographic of the mall's target visitors, as it has a lavish Kid's Place playground.
  • Working professionals are a visitor demographic that the mall targets through its on-site apartments.
  • College students at Utah Valley University and Brigham Young University are another visitor demographic the mall targets through its on-site apartments.

3. Special Attractions

  • A special attraction at the mall is The Orchard, which "is a large outdoor park located in the heart of University Place." The Orchard is described as "a versatile community gathering space complete with a choreographed water show fountain, three shaded pavilions, and plenty of covered seating." Throughout the year, markets, concerts, activities, and other events are held at The Orchard.
  • Kid's Place is a special attraction at the mall. Kids' Place is an outdoor/indoor play area for kids that features "wooden tree houses, a log climbing structure, monkey bars in the trees, a climbing wall, interactive water fountains, and more." The design elements of the play area resemble the surrounding Wasatch Mountains.
  • The movie theater at the mall, Cinemark University Place, is another special attraction.
  • Special attractions involving food are the mall's food court and 25 restaurants, including Texas Roadhouse, California Pizza Kitchen, and P.F. Chang's.
  • A unique offering at the mall, which could be deemed a special attraction, is The Aston at University Place (over 1,200 high-tech, urban, upscale, on-site apartments).

4. Online/Digital Marketing Tactics

i. Website

  • The mall's website is a key part of its online/digital marketing strategy.
  • The overall marketing approach on the website is divided into four categories: (1) Shopping, movies, & dining; (2) Events, (3) Living (at its apartments), and (4) Work opportunities at the mall.
  • Many of the pages on the website have videos running in the background, which provides an immersive experience showcasing the mall to online visitors.
  • An events calendar is a marketing tactic the mall uses on its website.
  • Photo galleries are also included as part of the mall's online marketing tactics.
  • A multi-minute video advertising the mall is also included on its website. That video was also posted on YouTube, though the mall doesn't have a YouTube channel.

ii. Social Media

  • Social media is part of the mall's digital marketing strategy.
  • The mall regularly posts on Facebook and Instagram.
  • The mall has 7,789 likes on Facebook and 3,031 followers on Instagram.
  • The vast majority of the mall's Facebook posts are about events being held at the mall, which are a regular occurrence.
  • The mall also uses Facebook for announcements, such as closures and special hours.
  • There are some videos on Facebook, but they are very infrequent. The last one was posted nine weeks ago, but the one before that is from a year ago.
  • Like Facebook, the vast majority of the mall's Instagram posts are about events being held at the mall. However, there are some posts about mall-wide sales, in-store sales, and promotions for specific restaurants or stores at the mall.
  • Hashtags are very infrequently used, as are URL links such as to events or news articles.

The Shops at South Town

1. Visitor Perceptions

  • The overall perception about The Shops at South Town is very positive, as it has a 4.3/5 rating, based on 4,752 Google reviews.
  • After looking through many visitor reviews, the main positives we noted were that the mall is clean, modern, offers a good selection of food, the play area for kids is nice, there's a good store selection, parking is convenient, and many said that the mall is a fun spot.
  • A negative about the mall is that some people said is that the bathrooms are dirty, despite the fact that the overall mall is very clean.

2. Target Visitors

  • Women, parents, teenagers, and fitness enthusiasts are the main visitor categories that the mall targets.
  • We concluded so because of the first 18 pictures on the landing page of the mall's website, three are of moms with kids (plus the mall has a play area for kids), eight are of women (two of which are fitness-related), three appear to be of teenage girls, one is of teenage boys, and one is of a man (fitness-related).

3. Special Attractions

  • Animal Riders offers a unique experience where kids can "ride on the back of a rolling motorized version of . . . [their] favorite animal[s]."
  • Obstacle Warrior Kids is an indoor obstacle course for kids, similar to American Ninja Warrior (TV show). Dodgeball can also be played at this spot.
  • Play Area is a special attraction where kids can play "life size digital games on the wall."
  • Kids Club is offered "[o]n the [t]hird Thursday of each month from 10-11 AM." Activities at Kids Club include games, crafts, balloon-twisting, story-time, and a DJ.
  • Across the mall, there are "over 100 retail, dining, and entertainment options" including the Dining Terrace.

4. Online/Digital Marketing Tactics

  • With regard to the mall's reach by social media channel, the mall has 10,881 Facebook likes, 1,729 Instagram followers, 573 Twitter followers, 34 Pinterest followers, and nine YouTube subscribers.
  • In its Facebook posts, the mall uses tons of hashtags and links to events. The vast majority of the posts are about events, though some are about sales. Videos are posted, though infrequently.
  • On Instagram, most posts are about events, but there are some promoting in-store sales and others that feature outfits from particular stores. Hashtags are commonly used in the mall's Instagram posts and, occasionally, URL links are included.
  • There are only four Instagram TV videos.
  • The mall's Twitter largely mirrors its Instagram content. In fact, the mall's Twitter actually cross-referenced to its Instagram in at least one instance by saying to enter the raffle, visit the mall's Instagram.
  • Short videos are sometimes included in the mall's Twitter posts.
  • The mall's digital marketing strategy on its website includes store-specific deals, an events page, a newsroom, and a membership program called Inner Circle featuring website deals, exclusive updates, and events, which can people can sign up for with their email address.

Fashion Place Mall

1. Visitor Perceptions

  • After looking through many visitor reviews, common likes were that the mall is clean, the store variety is good, there's a nice array of food options, and the bathrooms are nice.
  • A top complaint among visitors is that the people selling from kiosks in the mall's walkways are very pushy, which really irked some visitors.
  • Some people also said that parking space is limited, however, some said the exact opposite. With the other three malls, there was a consensus about the availability and convenience of parking. For some reason, this mall lacked such consensus per the many reviews we looked at.

2. Target Visitors

  • Families are the mall's target visitor group.
  • The landing page on the mall's website identifies that families are the target visitor group in stating the following: "Fashion Place has it all, featuring the most distinct collection of shopping, dining and entertainment in the Salt Lake City area. Surround yourself with the hottest brands and the most delicious dining options for a day of entertainment that’s perfect for the whole family."

3. Special Attractions

  • We didn't find any special attraction at this mall.
  • Of the four malls we reviewed, this was the only mall that doesn't have a special attraction.
  • We reached this conclusion because there was no mention of any special attractions on the mall's website or in its social media channels.

4. Online/Digital Marketing Tactics

i. Social Media

  • The social media channels that the mall uses are Facebook and Instagram.
  • The mall's Facebook has 24,657 likes, while its Instagram has 1,060 followers.
  • On Facebook, most of the posts are about events and usually include a link to the signup or info pages.
  • Of the remaining posts, most are comprised of in-store sales and general ads for stores/restaurants.
  • There are several videos on the mall's Facebook, but the mall doesn't really use video content anymore.
  • Unlike the other three malls, this mall rarely uses hashtags in its posts.
  • When reviewing the malls Instagram posts, what immediately stood out was the vibrant, colorful posts that were very eye-catching. We found these posts were distinctly more intriguing than those from the other malls' social media channels.
  • Humor is a tactic the mall uses on Instagram, as some of its posts are funny and aren't specific to the mall (though some are about shopping).
  • Video posts are occasionally used on the mall's Instagram.

ii. Website

  • This mall's website was far-more limited in terms of digital marketing, as there was much-less content therein compared to the other three malls.
  • A membership signup is offered via the website and people who sign up with their email address receive "members-only notifications about new store openings, the latest trends and the hottest events."
  • The website includes a page featuring sales and new arrivals at stores within the mall.
  • A dining-options page is also included on the website, which lists all the different restaurants and food stores throughout the mall.
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