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Julia Ferm, Marketing Manager at Stockholm Quality Outlet, shares her experience using Mobal to manage their business profile on Google and the place card on Apple Maps. Julia is central in shaping SQO's presence in different communication channels. Through her commitment and strategic insights, she has played a crucial role in ensuring that SQO is presented in the best possible way and reaches a wide audience.
"I love my job! Working in an environment where you can test different communication channels is fun. It's exciting to work with so many different brands, it means that we, as a center, have a broad customer group, which is fun! For example, Newhouse, Nike, and Boss have completely different customer groups, but we work to reach them all," Julia shares enthusiastically.
Stockholm Quality Outlet is one of the largest outlet destinations in Northern Europe. With over 70 stores and around 200 brands, SQO always offers at least 30% off its range. Located on a historic site once an Air Force in the 20th century, SQO offers a cozy and genuine shopping environment without car traffic. From Nike and Adidas to Filippa K and Levi's, there is something for the whole family.
"Two years in a row we have broken records, both in terms of turnover and visitor numbers. With our attractive location, rich offer, and ongoing investments, we hope to continue breaking records," says Julia.
Shopping centers are characterized by transitioning to digitalization and adapting to changing customer behavior. The focus is on creating unique physical experiences, while investing in digital strategies to strengthen the online presence to attract more people to the shopping centers. Adaptability and innovative marketing initiatives are key to meeting customer needs and expectations.
Julia emphasizes the importance of continuing to evolve to remain competitive. "For us, it's about not stopping. We always strive to introduce new stores and renew our assortment to attract customers. Right now, we are focusing on improving our entrances and introducing more artwork to create an even more attractive environment," she says firmly.
The Google Business profile is often the first thing a potential customer sees when searching for a company online. Reflecting on changing consumer behavior, Julia emphasizes the importance of having a strong presence on Google. "Online shopping is definitely a competitor, but many consumers value the physical shopping experience. Having a presence on Google is crucial for us to reach out to our customers and attract them to our center." she explains.
To take Stockholm Quality Outlet's Google Business profile to a new level, they turned to Mobal's managed service. The profile is updated weekly with the latest offers and news, as well as accurate information and images. In addition, every customer review is answered to ensure that all customers feel seen and heard. "I have only positive experience from our cooperation with Mobal. I always receive quick, detailed answers. I have great confidence in Mobal."
The result of active management is a 47% increase in the click-through rate of the Google business profile (results from the last 6 months). This means a large increase in the number of people who see the profile in the search engine results who actually click on it. "We are happy with Mobal and our results," says Julia.
Now, with Mobal, Stockholm Quality Outlet's online presence is under control. They have full control over their business profile on Google, which is always updated with accurate information and the latest offers. Moreover, Julia has all the analytics gathered in one place to easily see how the profile performs.
"I am very satisfied and appreciate our cooperation with Mobal.” Julia concludes, "Google is an important channel for communicating with customers and reaching out to our audience."
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