Mall of Africa
Crafting a retail brand experience that connects with a whole continent.
The super regional Mall of Africa is South Africa’s biggest single phase shopping mall development to date. Boasting over 300 shops, with substantial anchor tenants and a carefully selected retail mix and restaurants, Mall of Africa offers a shopping experience like no other.
Shifting from supplier of products to luxury lifestyle partner
In close collaboration with the KRAFT designsmiths® team, Mall of Africa identified several areas for potential growth and improvement. They recognised the opportunity to enhance shopping experiences and increase trade densities, which could lead to greater customer satisfaction and revenue generation. By aligning tenant selection with customer needs and desires, Mall of Africa aimed to create differentiation and recognition in an ever-increasingly crowded retail market, attracting the right customers and fostering trust and loyalty. Moreover, they saw the potential to turn traditional shoppers into enthusiastic brand advocates, thereby supporting leasing efforts and ultimately increasing the real estate asset value and resulting revenue.
A fully connected, dynamic and digital retail brand experience
Dynamic brand repositioning strategy
KRAFT designsmiths® embarked on a dynamic brand repositioning strategy for Mall of Africa. We began by revisiting audience demographics and shopper personas, articulating lifestyle needs and wants from the perspective of the ideal shopper. Repositioning the message architecture and visual identity, we aimed to directly address the lifestyle considerations of shoppers. Our approach involved creating brand and communication collateral that is dynamic, integrated, and modular, reflecting the vibrance and ever-changing nature of shoppers and their world. Ultimately, we successfully repositioned the brand to meet shoppers where they are.
Comprehensive digital platform development
For Mall of Africa, we undertook the development of a fully connected digital home for the brand. This involved a complete reimagination of the Mall of Africa website, purposefully built to align with the brand's message and visual identity. Our focus was on addressing the immediate needs of users and delivering instant solutions, prioritising personal connection over traditional ‘property developer’ communication. We integrated dynamic features to facilitate opportunities discovery, visit planning, and real-world engagement with the brand. Additionally, we provided an easy avenue for retail tenants to be inspired and mobilised to respond to the evolving needs of shoppers.
Have more, see more, be more - experience the extraordinary
The brand strategy and website development by KRAFT designsmiths® for Mall of Africa brought remarkable outcomes: a unique edge over competitors, targeted communication directly to the desired audience, and a fully representative brand embodying its luxury retail promise. With a consistent offline and online presence, Mall of Africa evolved into more than a shopping destination, becoming a lifestyle partner to its fans.
Tenants were inspired, stakeholders engaged, and the brand's identity solidified as a beacon of luxury and innovation in Africa's retail landscape.
Developing a strong retail brand is less about clever tactics, and more about creating a compelling reason for shoppers to care about you and your offering.
Experiential retail isn’t about spending millions on fancy gadgets for your mall or store. It’s mostly about providing an unparalleled retail experience. The brands that delight their customers are the brands that drive loyalty and advocacy. Couple this with excellent customer service and you’re on to a winner.
Is your brand communicating on behalf of your business?
Whatever industry you’re in, your brand is speaking on behalf of your business. Don’t allow your voice to be drowned out by the slew of competitors also vying for audience attention. Become an industry leader by designing an integrated brand and communicating through a clear and consistent message structure. Let us craft your next steps.
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