M ARKETING TRENDZ
V O LU M E 2 4 W I N T E R E D I T I O N 2 0 1 8 / 2 0 1 9
HOMING IN ON THE 3 Ds:
DESIGN, DÉCOR, & DIY
Expanding the definition of home, Rhodes Waterside targets the “glocal” demographic
It’s the small things in life that matter;
the things that deserve the most
attention to detail. Planning to
re-define its homewares offer and
tap into the lifestyle and DIY market,
Rhodes Waterside (Rhodes, Australia)
launched “Make Yourself a Home” in
2018. Showcasing the intimate process
of turning a house into a home, the four-
week marketing campaign kicked off by
celebrating the grand opening of Bing
Lee’s re-located store at Rhodes and
re-emphasized the center’s position as
the Inner West region's premium
homewares destination. The duo of
Pauline Pham (marketing director)
and Brett Riley (assistant marketing
director) crafted the campaign
based on four key components: A
retailer-focused calendar of events to
display the homewares offer, a plan
for center placemaking to enhance
retailer resources, a definition of the
homewares brand to drive identity,
and a content strategy to communicate
with and educate shoppers.
Exploring the theme of home style
personalization, Rhodes Waterside
connected with its consumer base,
strengthened community relations,
and pioneered a new accessibility to
interior design.
“In the ever-changing definition
of home, interior design has evolved
from simply an eye for beauty to
encompassing holistic creative vision.
Aligned with the mall’s strategy of
creating [a place to have fun and
play], ‘Make Yourself a Home’ looked
to enable [customers] to delineate
their definition of home," Pham
explained.
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page 1o
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Shoppers to Give
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