Leasing and marketing professionals are combining forces to create customized pitch decks to pursue the most sought-after retail tenants. These pitch decks are not generic mall promos; they focus solely on how a particular retailer or restaurant is suited to a specific shopping center location. 
Highly desirable retailers already know the markets they want to be in, the types of retail locations they prefer, the co-tenancy they seek, and the customers they serve. They are often aware of where their customers live, shop and spend time, and they recognize the best, second best and worst-performing shopping centers in the trade areas where they intend to open new stores.
What they don’t necessarily know is how a specific shopping center aligns with their goals. They may know the basics: trade area by radius, center size, age and other details that are widely available through trade publications and other third-party data providers. The pitch deck should help prospects see how their store fits perfectly into a specific property, why it makes sense for the retailer’s expansion strategy, and why that shopping center is the best choice above all others.
Mobile location data now enables marketers to clearly illustrate marketplace gaps and brand penetration weaknesses. In creating pitch decks, marketers should gather location-based research that shows performance of the retailer’s other stores and how that relates to their center and the trade area in which that center is located. For example, demographics, annual household income data, length of shopper visits, visit frequency, trade area overlap, etc., should be included. 
Another key selling point to include in a pitch desk is available from the Directory of Major Malls / ShoppingCenters.com. Its collaborative platform allows marketing professionals to define their shopping center’s top PRIZM Premier Segments (by Claritas), to identify the proper fit for retail tenancy.
“If you work in commercial real estate, shopping center management or retail leasing, (the guide recently published in ShoppingCenters.com) is your playbook for maximizing occupancy and attracting the right brands,” Tama Shor, publisher of Directory of Major Malls / ShoppingCenters.com wrote on a recent LinkedIn post. “Getting retailers like Nike, Lululemon, AllSaints and Warby Parker into your property isn’t luck — it’s strategy,” she added. 
Read more: How to convince a retailer your shopping center is the right location to open a store (Directory of Major Malls)