Maximising mall media: Insights from HSBC’s SVP and Head of Marketing Strategy, Arkaprava Ray

Arkaprava Ray, SVP and head of marketing strategy at HSBC, shares insights into how brands can strategically use mall media to build impactful in-person connections with their audiences. By tapping into high-traffic areas, employing digital integration, and aligning with consumer mindsets, brands can create memorable experiences that drive foot traffic and brand affinity. 

Creating strong in-person connections through mall media
According to Arkaprava, brands can maximise engagement by positioning interactive displays, experiential setups, or AR/VR activations in high-footfall areas within the mall. Additionally, sampling kiosks or immersive brand booths provide visitors with hands-on interactions, creating lasting impressions and encouraging consumer trust. 

Key considerations for planning a mall media campaign
Arkaprava advises that brands should understand the flow and behaviour of mall visitors, identifying peak times and high-traffic spots that match their target demographics. The media selected and content created should align with campaign objectives—whether focused on brand awareness, engagement, or product trials. By resonating with the consumer mindset within the mall, brands can reinforce their key messaging and enhance the consumer journey. 

Integrating mall media with digital and offline channels
Brands can create seamless connections between mall media and digital platforms using QR codes, app-based discounts, and geo-targeted ads that link visitors to online channels. Coordinating mall displays with online promotions or social media hashtags helps extend the campaign reach, making mall media a bridge between physical and digital brand experiences. 

Driving in-store traffic and conversions
With its proximity to stores, mall media plays a critical role in boosting in-store visits and conversions. Using targeted calls-to-action like “Visit us at our nearby branch” or exclusive limited-time offers can prompt immediate foot traffic. Special in-store promotions, discounts, or product demos are also effective in turning visitors into buyers. 

Reaching diverse and affluent demographics
Arkaprava highlights that premium malls attract a varied and affluent audience, including families, professionals, and tourists. For brands targeting high-spending demographics, mall media offers access to a purchase-ready audience, enhancing brand image and reaching diverse consumer segments in a setting that encourages purchasing. 

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