South Coast Plaza, Irvine Spectrum Center and Fashion Island are among local shopping centers using Instagram to keep consumers engaged while sheltering in place.
The turn to digital is helping keep some centers top of mind with the pause button hit on mall operations, given most tenants are not considered essential businesses.
Irvine Co.-owned Spectrum Center has been hosting virtual Instagram demos on everything from at-home hair coloring and skincare to yoga.
Fashion Island, also an Irvine Co. property, recently hosted an Instagram spring styling session and yoga workout.
Separate online landing pages for Irvine Co. retail centers with information on curbside pick-up and takeout have also been rolled out.
Meanwhile, OC’s largest shopping center by taxable sales, Segerstrom Family-owned South Coast Plaza, has re-worked its website to play up tenants offering shopping from home, a list of restaurants with takeout options and a virtual version of its spring and summer lookbook.
Elsewhere in Costa Mesa, South Coast Collection and The OC Mix recently launched an online blog to play up tenants there. The center’s monthly Kids Club events have also gone virtual via the blog and YouTube.