Akbatı Shopping Mall was built on an area covering 50,838 square meters in Esenyurt, Istanbul, by Akiş REIT, an affiliate of Akkök Holding. The project was designed by renowned U.S.-based Development Design Group, Inc. (DDG) as a living space that would maximize quality and comfort with its shopping mall and residences.
With a leasable space of 65,496 square meters across four floors, Akbatı Shopping Mall is among the largest in Istanbul, offering nearly 200 stores, nine movie theaters, specially-designed rest and meeting areas, play and educational areas for children, a 3,000-vehicle capacity parking lot, and the Restaurants Avenue, with a diverse range of cuisines from around the world.
Akbatı Shopping Mall is more than just a brand-new shopping experience, as it also holds events that bring the latest in culture and arts to the area’s residents. The mall has also grown into the new meeting point of the region thanks to the cultural events, concerts, and festivals organized at the 5,000-person capacity Festival Park.
Akbatı has never positioned itself merely as a shopping mall but as a Shopping and Life Center, and has also designated its name accordingly.
Building upon the slogan “There is life inside,” Akbatı Shopping Mall hosts events for its visitors to enjoy their time, such as interviews with special guests, music and dance shows with different music bands, dance and DJ performances and outdoor events, and celebrity concerts during special occasions, in addition to the regular children’s events held each weekend and greeted with great enthusiasm.
Offering privileges not only for visitors but also for tenant brands, Akbatı Shopping Mall designs all of its projects in the most beneficial way for its tenants.
Along with a number of events organized in the mall for its 4th anniversary, Akbatı Shopping Mall published a special booklet to support its tenant brands.
The booklet was prepared in almost two months, and covers discounts and events from Akbatı exclusive to its 4th anniversary.
The first step of the booklet’s preparation was to contact the tenants in order to receive discounts that will be valid only on the 4th anniversary of Akbatı, September 4, 2015, and only at the brands’ Akbatı branches.
Advertisement designs were acquired from the brands according to the booklet’s dimensions and characteristics, once the discounts had been designated. The booklet took its final form after all brand advertisements and special event publications of Akbatı has been completed.
For the 4th anniversary of Akbatı, tenant brands offered discounts up to 30 percent and special promotions such as surprise gifts for each purchase, and certain brands such as Mac and Make Up For Ever presented exclusive make-up applications.
The booklet offered discounts from a total of 54 Turkish and foreign major brands including Cinemaximum, Fred Perry, Gap, Samsung, Swarovski, L’Occitane, MACFit , Beymen Club, Bosch, Arçelik, Toyzz Shop, Home Sweet Home, Imaginarium, Intersport, Atasay, Jolly Tours, 5M Migros, Woody, So Chic, Desa, and Tribeca.
The 4th anniversary booklet was published on the website, and was distributed to nearly 50,000 households in the near vicinity along with information desks, valet, and visitor shuttle bus desks at the mall. In addition, announcements of discounts exclusive to that date were made to the shopping mall data via email and SMS.
A total of 10,000 booklets were distributed in the shopping mall at information desks, valet, and shuttle buses.
The booklets were published and delivered three weeks prior to the 4th anniversary celebrations.
The success of the communication activity was evaluated by a single question survey that was asked to people who used the discounts in the stores.
These people were asked how they learned about the discounts and 71% percent of the visitors stated that they were informed thanks to the booklets that were distributed to their homes. Fifty-thousand booklets were handed out, and 48,000 people entered the mall and benefited from the discounts because of the booklets on that day, according to the survey results. The survey results show that more than one person was informed from the same household, and that information about the discounts were spread by word of mouth.
In conclusion, the booklet that was shaped within the project supported by a number of major brands with exclusive discounts and surprises, achieved its purpose, and both Akbatı tenants’ revenues and the number of mall visitors increased by 29% percent on that day.