What does Mustard Seed do?

We help shopping centres and retail brands turn attention, space and shopper behaviour into commercial value. Our two core services are social media content and management, and creative solutions to increase footfall and dwell time. Launches and campaign ideas are add-ons. A South African team working in retail since 2002, with offices in Brandwacht, Stellenbosch.

What is the difference between shopping centre and retail brands?

A shopping centre brand is a place-based destination brand that markets the overall experience, community hub, and tenant mix to drive foot traffic and dwell time. In contrast, a retail brand is a product- or store-focused brand that markets specific merchandise, lifestyle identity, and value propositions to drive direct sales and brand loyalty.

What is non-GLA revenue?

Non-GLA revenue is money a centre earns outside rent from permanent stores. Pop-ups, markets, screens, promotional courts, parking, services, sponsorships and shopper media all count. The property is a platform, not only a building that collects rent.

Will more social posts fix low foot traffic?

No. Social media can spread a strong message like a reason to visit. But it can’t invest one that doesn’t exist. Weak positioning, poor branding, an unsuitable tenant mix, missing services or nothing worth returning for will shop up in the numbers. We look at these things first, then build content and income ideas around what is real.

Who does Mustard Seed work with?

Owners, landlords, developers, property and asset managers, centre managers and mall marketing teams. Together, we serve over 80 shopping centre brands across South Africa, from premium and regional to neighbourhood, township, and rural.

Does Mustard Seed work in South Africa only?

South Africa is our main market and where our experience sits. But we also take on selected shopping centre and retail brand projects across Africa and overseas, remotely or through short visits. Our thinking travels well because shopper behaviour is local everywhere.