Five Things to Capture While the Crowd Is Still in the Building.
Dhanteras to Bhai Dooj is the only week the evidence exists and the week nobody has time to record it. December's review is decided by what gets captured now. Five things, one owner each, before this evening.
Dhanteras is tomorrow. For the next five days the mall will be fuller than at any point in the year, and nobody will have a spare hour.
This is not the week to analyse anything. It is the week to make sure December has something to analyse, because the evidence only exists while the crowd is in the building. Afterwards there are totals, and totals cannot say what earned.
Five things to capture. One owner each. Assign them before this evening.
1. Footfall by gate, by day, with the counter's name
Not a total. Each gate, each day, and the name of the person who counted it. When a tenant disputes the festive uplift in January, this is the record that settles it. A number with no gate and no author cannot be defended.
Owner: Operations.
2. Every offer claimed, and where it was redeemed
The festive campaign put offers in front of shoppers. Record each claim, and record the store where it was redeemed. This is the only line that connects the marketing spend to a sale, and it cannot be rebuilt from the tenants' sales reports later.
Owner: Marketing.
3. Which activation each redemption came from
Brands have paid for the atrium and the concourse this week. If a redemption started at an activation stand, record which one. That is the report in the brand's own units, and it is what the rate card for next year will be built from.
Owner: Commercial.
4. Extended-hour sales, by tenant, separately
The mall is open late and paying for it. Record what was sold after the normal close, by tenant, on its own line. Mixed into the day's total it disappears, and the decision to extend hours next year is made blind again.
Owner: Finance, with the tenants on revenue share first.
5. New shoppers, with their consent, and where they signed up
Every signup this week is a shopper the mall can reach next year, if the consent was recorded with it and the purpose was stated. Capture the where as well as the who: the kiosk, the activation, the loyalty desk. Without consent it is a list the mall cannot use. Without the where, it cannot say what worked.
Owner: Loyalty, with Legal on the wording.
That is the list
Five lines. None of them needs a new system this week; each needs a person who knows it is theirs. What the mall cannot capture this week, it cannot prove in December, and what it cannot prove in December it cannot defend in the January budget.
Portcart is built to give malls one view of the shopper journey, so that these five things are recorded as a matter of course rather than as a festival-week effort. But the effort is worth making either way. Send the list. Assign the names. Then go and run the busiest week of the year.