outlets OF MISSISSIPPI
advertising | analytics | branding | sem + site optimization
Just east of Downtown Jackson, Outlets of Mississippi is the state’s largest outlet shopping destination. Outlets of Mississippi has over 80 stores and dining options, including the state’s most visited Coach Outlet, LOFT Outlet, Skechers Outlet, and Forever 21 stores. Nearly 10 years after the center’s grand opening, ownership was exploring revitalized branding and advertising to increase sales and traffic.
TASK
Roll out new branding across all digital channels and develop a comprehensive media plan.
ACTION
The digital side of this multi-channel initiative included the center’s website, social media, digital and social ads, and email marketing:
Working with a specialized web developer, Outlets of Mississippi was moved to a new website and content management system with capabilities specifically for retail centers. One key feature is the Sales page, which has sales offers for numerous stores added to the website automatically. With this Sales page feature active, other marketing channels now have a reliable source of current sale information easily available.
A comprehensive, full-funnel media plan was developed and presented to center ownership and management, with the multi-channel plan approved. The new media plan included print, digital banner ads, OOH, social ads, and traditional and connected TV. Audiences + targeting were designed using analytics from Placer.AI, social media, Google Analytics, and other sources.
Analytics code was added to the new website, email campaigns, and digital ads (including display, social, and streaming TV ads).
Email marketing strategy and content was revised with a focus on mobile, as analytics had shown a majority of email subscribers read Outlets of MS emails on their phone. Sales and events content from the website was re-purposed for email, for efficient and consistent messaging. Email campaigns were structured to allow for better tracking of customer interest in specific brands, offers, and events.
Social accounts were added to Sprout Social for easy cross-platform posting, digital asset management, and additional analytics.
RESULTS
As a result of the branding refresh:
Shopper visits increased 10% since refreshing the marketing and advertising in late 2023.
Web traffic increased 13% with the new website compared to the previous period in 2023.