Paseo Outlet: THE place to shop

Brand Brief and Customer Journey

Nov 12, 2022
 Agenda
• Brand brief
• Target Market
• Customer Journey
• Customer Persona
• Retail and Marketing Content Pillars
• Competitor Analysis
 Review of the Client Brief

To develop a campaign that will create awareness and interest for Paseo Outlets and
get people to go there and shop
 Who is our target market?

Shopaholics
• People who go out of their way to look for great finds.

• They like having branded items but are conscious of the

price tag that comes with it so they scour through to get the
best possible price “WAIS”.

• These people are very knowledgeable of sales finds, they

are updated with the sale schedule of their favorite brands.
They wouldn’t mind doing an extra step (or exerting extra
effort) if it means getting branded items at a lower price.
 The job to be done

Shopholics

Communication task:
Switchers from other shopping places
Get them to shop in Paseo Outlets instead of waiting for the sale
weekends of their favorite malls
 How will we get them to switch?

Get in their everyday shopping conversation and

interject Paseo Outlets

Create Introduce Paseo Outlets and our

Shopping conversation relevance
brand promise
What is their customer journey?

Deep dive into their shopping behaviour

A shopaholics Yearning Planning
customer
journey

Sharing Travelling

Buying

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 Shoppers don’t start out shopping, they get triggered to shop

• PASEO OUTLETS CAN HELP IN TRIGGERING THE SHOPPING ITCH

YEARNING PLANNING TRAVELLING BUYING SHARING

Consumer Behavior 1: Filipinos start yearning for something when they see shopped items on their friend’s
feed or when it enters their newsfeed

KEY OPPORTUNITIES:
1. Trigger the shopping bug with our target consumer through social
media posts of: “What I shopped”; “SALE”; “OOTD
2. Inspire them by creating a Paseo look book that they can always

Consumer Behavior 2: Filipinos trigger their want and need to shop when they see SALE online or on-ground refer to when they need to dress up or change their wardrobe
3. Create a OOTD bucket list of top items that was sold or that you
should by and share on social media

©2015 ALL RIGHTS RESERVED. STRICTLY PRIVATE AND CONFIDENTIAL.

 Shoppers are big-time planners and strategists

• PASEO OUTLETS CAN HELP THEM PLAN/INFLUENCE THEIR SHOPPING TRIPS

YEARNING PLANNING TRAVELLING BUYING SHARING

Consumer Behavior 1: Shopoholics are strategists, their shopping time (and what they shop) is mostly planned

Consumer Behavior 2: Filipinos go online to research about where to go and what to do when it comes to brands/shopping

©2015 ALL RIGHTS RESERVED. STRICTLY PRIVATE AND CONFIDENTIAL.

 Shoppers are big-time planners and strategists

• PASEO OUTLETS CAN HELP THEM PLAN/INFLUENCE THEIR SHOPPING TRIPS

YEARNING PLANNING TRAVELLING BUYING SHARING

Consumer Behavior 3: Filipinos aggregate shopping information from social and they also go window shopping (before the big shopping day)

KEY OPPORTUNITIES:
1. Highjack shopping conversations to lead them towards
shopping in Paseo and communicating our brand promise
2. Disrupt scrolling with shopping ads of Paseo
3. Place OOH materials in areas where people congregate
Consumer Behavior 4: Online, Filipinos post ‘price comparison items’ in their social platforms
(or window shop)
4. Create price comparsion content and distribute them
online

©2015 ALL RIGHTS RESERVED. STRICTLY PRIVATE AND CONFIDENTIAL.

 Shoppers are bargain hunters

• PASEO OUTLETS SHOULD ALWAYS HIGHLIGHT THEIR PRICES

YEARNING PLANNING TRAVELLING BUYING SHARING

Consumer Behavior 1: Shopoholics would go anywhere for a bargain

KEY OPPORTUNITIES:
1. Highjack ‘save for shopping’, ‘bargain’ conversations and highlight
our brand promise of “sale prices”
2. Enable ‘saving’ apps and inject shopping items that are available
in Paseo outlets

Consumer Behavior 2: Filipinos meticulously take into account their budget and really save to go shopping

©2015 ALL RIGHTS RESERVED. STRICTLY PRIVATE AND CONFIDENTIAL.

 Shoppers share the love online

• PASEO OUTLETS SHOULD CURATE ALL SHOPPING EXPERIENCES

YEARNING PLANNING TRAVELLING BUYING SHARING

Consumer Behavior 1: Filipinos post on their social spaces happy purchases they’d like to brag about

KEY OPPORTUNITIES:
1. Curate all posts on Paseo and use it as content
2. Encourage customers to post about their experience in Paseo

©2015 ALL RIGHTS RESERVED. STRICTLY PRIVATE AND CONFIDENTIAL.

 Two keys things important to them

The right item available At the right price

• Variety
• Sizes
• Style
• Limited edition/not mass
produced
 What do we say?

Great finds for every budget

Detailed digital proposal
Digital to Retail Ecosystem
YEARNING PLANNING TRAVELLING BUYING SHARING
 Up to date and trendy Always in search for a bargain Going out with friends and loved ones

Customer Persona
Basic Demographics Interests:
Shopping, Fashion, latest trends (in food, pop culture, art), health and beauty, music

Her name: Patricia Reyes What does she do:

• She goes to work during the day but tries to go and have a bit of exercise either in the morning or
Age: 23 years old in the evening after work (eg, yoga, jog in BGC, gym – the dancing classes)
• She goes out for lunch on Fridays with her office barkada and they try the latest places
Status: Single • On Fridays night she goes out for a drink with her college barkada and some office barkada but
doesn’t stay up late and she doesn’t get too drunk
Address: Quezon City • On the weekend, she goes home to her parents house and spends time with them, or watches TV
series
Living condition: Makati (renting with • She likes watching the latest movie showing and likes watching concerts or musicals

friends) Devices & Platform Social Media Assets

Works: In a multinational company as She is active on Facebook and Instagram. She
enjoys sharing photos of her OOTD and latest
management trainee finds, either clothes or shoes, or make up or books
SMARTPHONE TABLET LAPTOP or TV shows

Description of our social persona : Sample social posts

She is outgoing and sociable, she can party every so often in the company of her
friends. She is confident and smart, very independent and enjoys sharing her
passions through her Instagram photos and stories. She enjoys travelling and
eating out.
She likes taking OOTD and is a heavy Instagram user. She follows people that she
can look up, gets some tips on fashion and beauty and also follows online stores to
find that one outfit that nobody has
 Key pillars of content
CONTENT PILLARS

Hero Hub Hygiene

Content PASEO KNOWS AND UNDERSTANDS ME ENABLING EXCEPTIONAL SERVICE
Framework THE SHOPPING DESTINATION
Paseo outlets understands my shopping needs and works on Paseo Outlets is there every step of the way when I go
Paseo has the best finds for any budget
my passion points shopping

BRANDED ORIGINAL CONTENT

Developing our own branded content that highlights the benefit of Paseo Outlets

Content
Pillars ADAPTIVE CONTENT
Capturing social content that are trending online and spinning it to be relevant branded content

MARKETING CALENDAR PLAN PARTNER CONTENT

PRODUCT CONTENT Partnering with established content creators like
Developing product/offer content relevant to our
shopping experts, products and services that
target market
are relevant to TM, etc

Content
Formats Video, Photo posts, Text posts, Posters, Billboards.
 How will the content pan out?
MARKETING CALENDAR PLAN
Paseo The Shopping Destination

Hero Hub Hygiene

PASEO KNOWS AND UNDERSTANDS ME
THE SHOPPING DESTINATION
Paseo outlets understands my shopping needs and works
Paseo has the best finds for any budget
on my passion points
ENABLING EXCEPTIONAL SERVICE
Paseo Outlets is there every step of the way when I go
shopping`

Paseo brand campaign Passion points How-To/tutorials

Promo offers, Product Bundling Occasions/Events Situationals

Newsletter Partners Paseo map

Trending Topics
 Deeper dive on our hub content
MARKETING CALENDAR PLAN
HUB Paseo Outlet understands my needs and works on my passion points

PRODUCT PARTNER SUB-CULTURE

PASSION POINT CONTENT OCCASIONS/ Adaptive hub content that will
Enabling Paseo to be relevant to the shopaholics by providing them with content that is CONTENT
Hub content to push EVENTS be identified through social
in line with their passion point Hub content to push
engagement of products command center
engagement with partners
offers

Health and OOTD

Entertainment Lifestyle Travel Paseo Outlet Everyday Carry Branded events
Fitness
Music Yoga (all kinds) Eating out Local
Film Running/Jogging Shopping International Price offers Shopping blogs/vlogs Occasions Styling hacks
TV series Pilates Arts/Crafts
Spinning
Barre
Planaforma Product Bundling Ana the supper shopper Moments Look for less
Entrepreneurs Indoor rowing
Crossfit
Small business Chuvafinds
Social media
sellers

Wildflower finds
Competitor Analysis
Reviews on
Facebook

www.greenfield.com.ph/?
4.1/5 182,119 likes 316 followers x portfolio=paseo-de-santa-
/paseooutletsgreenfieldcity/ @paseooutlets rosa

4.1/5 91,542 likes 1,882 followers 379 followers www.smsupermalls.com

/smcitysantarosa/ @smcitysantarosa @SMCityStaRosa

4.6/5 29,383 likes 4,088 followers x

nuvali.ph/ayala-malls-
/ayalamallssolenad/ @ilovesolenad solenad/

30, 061 likes

4.5/5 /Vista-Mall-Sta- x x x
Rosa-1540103972952700/
Facebook
• Mall hours: Mon to Sun, 11a.m. to 10p.m.
• Info and contact details about the mall are displayed in the About section
• Facebook page is active and posts 1 to 5x in a week
• Certain posts follow a template.

Instagram
• Instagram page is inactive
• Last post was in December 2017
 Paseo logo

Greenfield City logo

Available social media accounts, official hashtag, and website
Majority of its posts are: Most used hashtag:
• Event invites/announcements #PaseoOutlets
• Discounts/sales #OnSaleEveryday
#Greenfield City

Most of its events/activities are for GenX-ers and Millennials.

Facebook
• Mall hours: Mon to Sun, 10a.m. to 9p.m.
• Info and contact details about the mall are displayed in the About section
• The mall is at its busiest from 7p.m. to 8p.m. in all days of the week.
• Utilizes the Events section of Facebook for upcoming mall events
• Certain posts follow a template.
• Facebook page is active and posts almost everyday, 1 to 7x in a day

Instagram
• Instagram page is active.
• Posts from Facebook are cross-posted here.

Twitter
• Twitter page is inactive.
• Last post was in November 2011
SM City Sta. Rosa logo

SM City Sta. Rosa logo

SM hashtag for the day
SM Supermalls logo
Website, social media, and
telephone number
Majority of its posts are: Most used hashtag:
• Event invites/announcements #EverythingsHereAtSM
• Discounts/sales #SMAnnouncements
• Product/service/store merchant

Has hashtags for specific days of the week:

Most of its events/activities are • #SMTechieTuesday
for children. • #SMWellnessWednesday
• #SMTrendyThursday
Has hashtags for food, events,
• #SMFoodieFridays
and CSR efforts:
• #SMStyleSaturdays
#SMEats
#SMEvents
#SMCares
Facebook
• Mall hours: Monday to Friday and Sunday, 11a.m. to 9p.m; Saturday, 11a.m. to 10p.m.
• Info and contact details about the mall are displayed in the About section
• The mall is at its busiest on Sunday to Friday from 8p.m. to 9p.m. and 9p.m. to 10p.m. on Saturdays.
• Utilizes the Events section of Facebook for upcoming mall events
• Certain posts follow a template.
• Facebook page is active and posts 2 to 4x in a week

Instagram
• Instagram page is active.
• Posts from Facebook are cross-posted here.
 Ayala Malls tagline

Ayala Malls tagline

Ayala Malls Solenad

logo

Facebook, Instagram,
Ayala Malls Solenad
Facebook, Instagram, concierge number, and website concierge number, and
logo
website
Majority of its posts are: Most used hashtag:
• Event invites/announcements
#ayalamalls
• Discounts/sales
#ilovesolenad
#feelitloveit

Most of its events/activities

are for GenX-ers and
Millennials.
Facebook
• Mall hours: Monday to Sunday, 10a.m. to 9p.m
• Info and contact details about the mall are displayed in the About section
• The mall is at its busiest from 8p.m. to 9p.m. everyday.
• Utilizes the Events section of Facebook for upcoming mall events
• Certain posts follow a template.
• Facebook page is active and posts almost everyday, 1 to 6x in a day
Contact number and
Vista Mall Sta. Rosa Vista Mall Sta. Rosa
Facebook account
logo logo
 KEY TAKEAWAYS
• Almost all of the malls in Sta. Rosa, Laguna have Facebook and Instagram.
• All of them have official hashtags, with SM having the most hashtag for almost every kind of post.
• The events of the malls cater to different markets: SM Sta. Rosa and Vista Mall Sta. Rosa for kids, Paseo de
Sta. Rosa and Ayala Malls Solenad for GenX-ers and Millennials.
• Majority of the malls’ posts are on events/event invites/announcements and discounts/sales. They bank on
events and store sale of merchants to drive traffic.
• SM Sta. Rosa and Vista Mall are the most active Facebook accounts.
• The Event section on Facebook is being utilized by almost all of the malls (Vista, Ayala, and SM), except
Paseo.
• SM Sta. Rosa is the only mall with the three main social media accounts. It’s also the only mall with an
official website(SM Supermalls).