Shops see profits soar in mall’s 24-hour ‘crazy sale’-A A +A
By Mia A. Aznar
Sunday, September 15, 2013
BERT LANO has been selling apparel in one of the stalls at the Parkmall since 2009. It was only last Friday that he saw so many people that he could hardly move in the space he was renting at the second floor.
Lano credits the triple increase in his sales to the mall’s “crazy sale”, a sale that lasted 24 hours from Friday to Saturday.
Lano, who co-owns 3K’s RTW Surplus Shop, lauded the idea of a 24-hour sale, saying he has seen new faces on top of his regular customers looking through his merchandise.
“Previous sales lasted only until midnight,” he said. Although the bulk of the shoppers came between 7 p.m. midnight, shoppers continued to mill around the mall like a regular shopping day even by 3 a.m.
The mall management decided to hold the sale to help their tenants sell off their merchandise and make way for newer stocks for the coming Christmas season.
Lano noted that on sales, the most sought-after items are clothing, which is why he appreciated mall’s unique promotion. He is convinced that if the management seeks to hold a similar sale in the future, nearly all the tenants will agree.
The mall management told them about the plan about a month before.
His regular customers, most of whom are professionals, kept on asking when the next sale would be.
The James and Kate store on the ground floor was swamped with people at 1 a.m., as they offered buy-one-take-one deals for an hour. The store sells well-known shoe brands at cheaper prices.
Senior staff member Joel Rodriguez said the promo went so well that the owner called them up telling them to extend the deals for another hour.
Part of the mall’s crazy sale was the holding of hourly deals for certain shops.
Rodriguez said that when their promo hour was up, shoppers arrived. “It was like a tsunami it us,” he said.
He believes extended shopping hours like last weekend could become popular, but only if mall management does a good job of marketing it. With the number of people that bought shoes from their shop, Rodriguez is optimistic their owners will be willing to participate in another one.
Apart from the sale, Lano said shoppers prefer their tiangge over other locations because it is more organized.
Published in the Sun.Star Cebu newspaper on September 16, 2013.