TREND BOOK 2019 - SHOPPING CENTERS - Skivak
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TREND BOOK 2019 SHOPPING CENTERS www.skivak.pl
TABLE OF
Poles love shopping.
They visit shopping malls even several times a month.
To buy? Not only. They also look and experience. What does
the shopping center market look like at the beginning of 2019?
How in the last years have the consumers changed? One thing is
CONTENTS
certain: the customers experience and emotions should be in the
spotlight. Active on the market for 10 years, we study trends and
analyze the consumers. We tell stories and build brand communication.
Why shopping malls? Because here, in our opinion, will happen a lot.
The situation is changing in front of our eyes, but the true revolution
is still ahead of us.
1. MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 4
2. TRENDS. SHOPPING CENTER MARKET 14
3. CHANGES IN THE CUSTOMER BEHAVIOUR. CUSTOMER EXPERIENCE 24
4. CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 28
We live in an interesting reality. 4. UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 34
If you want to go with the times, you also have to be interesting. 5. ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 56
And this is not easy at all.
The report we have prepared is a summary of the 6. TRENDS. CONTENT MARKETING 68
changes that we all have opportunity to observe,
but also - a comparison of the most interesting 7. TRENDS. COMMUNICATION 74
trends and solutions that will certainly affect
the way of reaching to and communicating with
the client. The research part concerning shop-
ping malls on the Internet have been designed
in cooperation with Sotrender and SentiOne.
SKIVAK Team
2MARKET ANALYSIS
From the analysis of the CBRE
report examining commercial real
Paweł Hałabuda, SKIVAK expert estate industry in Poland, it appears
PROS
that the shopping center market
+4%
in our country is slowly saturating.
In 2018, 430.000 sq m of shopping
centers was opened, with the falling
PECTS
dynamics of growth. On the one hand,
the prospects for the industry are quite
promising. On the other - the sector
will have to face several challenges. The shopping center market
in Poland is slowly getting sat-
FOR THE
urated- in the years 2014-2018
the supply grew by 4% annually
in comparison to 8% per annum
in the years 2009-2013.
he cities with the highest space
T
saturation with the commercial
INDU
space are Poznań, Gdańsk and Lublin.
hanks to the new investments,
T
the supply in 2018 amounted to
430 000 sq m.
In Poland, the modern commercial
STRY
space is mainly created in the 8 larg-
est agglomerations. Warsaw domi-
nates among them, where there are
currently 47 objects with a total area
THE LARGEST CITIES of 1.5 mln sq m (there is 598 sq m per
DOMINATE- AS MUCH AS 1000 inhabitants). There are also the
highest rents- the rental of prem-
66% OF THE NEW SUPPLY ises with an area of 100-150 sq m
HAS BEEN ESTABLISHED in the best locations can cost even
IN THE 8 LARGEST 115-120 EUR/ sq m a month.
AGLOMERATIONS.
Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 4MARKET ANALYSIS
IN COMPARISON TO THE WESTERN EUROPE, POLAND IN 2018, Opened in 2018, Forum Gdańsk
STILLS IN THE 7TH POSITIONS WITH REGARD 21 NEW SHOPPING (62,000 sq m) perfectly fits into new
TO THE NUMBER OF MODERN COMMERCIAL OBJECTS. CENTER OBJECTS consumer trends and expectations.
WERE BUILT The facility combines a modern ur-
AND 15 ban space with a place for shopping,
WERE ENLARGED. entertainment and recreation.
+21
The first place belongs to Great Britain Due to the growing competition - new
with more than 1,500 facilities and shopping centers that are opening,
France, which has more than 1,200. tailored to the customers’ expectations
The most shopping centers function - many branches already present on the
subsequently in Italy, Germany, Spain market for a long time face the need for
and the Netherlands. significant modernization.
f the 15 largest shopping centers,
O
up to 5 are located in Great
Britain, including Trafford Center
(Manchester) and Liverpool ONE. Currently, the situation of shopping
centers is stable, which results, for
Experts believe that in the case of example, in their ability to secure
European shopping centers, the de- commercial space contracts. The sector has to face several challenges
mand will remain unchanged. However, that may affect its turnover:
the turn of consumers towards the so- Out of 420 buildings, the vacancy rate
called fast fashion is relevant, shop- in shopping malls is currently only 5%, he growing popularity of shopping
T
ping centers will therefore look for with the lowest in Warsaw, Wrocław streets: not only restaurants, but also
balance between luxury and premium and Szczecin (around 3%), and the some brands will want to be closer
brands and a more affordable offer. highest in Upper Silesia (around 6%). to consumers.
Despite the falling number of new he growing importance of e-commerce
T
facilities and the expansion of exist- and mobile commerce channels: users
ing ones, new investments are still are more likely to buy online.
planned, but the growth rate has fall-
en by half - 4% annually in 2014-2018 he creation of projects with mixed
T
compared to 8% annually in 2009-2013. office-service-commercial functions.
Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 64%
MARKET ANALYSIS
MAŁGORZATA Atrium Targówek and Centrum Janki
in Warsaw, and the Platan shopping
centre in Zabrze. Smaller cities with
DZIUBIŃSKA
lower shopping centre density rates,
weaker market competition and a very
high purchasing potential are seeing
smaller convenience retail develop-
ments targeted at local consumers.
Eight such shopping centres meas-
ASSOCIATE DIRECTOR, CONSULTING uring between 5,000 sq m and 11,000
3,2%
AND RESEARCH, CUSHMAN & WAKEFIELD sq m were developed in 2018. Together
with extensions, approximately 20% of
new shopping centre supply in 2018
was delivered in smaller cities.
The Polish shopping centre market
is mature with shopping centre den-
sity remaining high in some cities.
Poland’s average shopping centre
density is approximately 280 sq m
THE POLISH per 1,000 inhabitants, still below the
INVESTMENTS SHOPPING average for Western European coun-
AND EXTENSIONS In 2018, developer activity focused CENTRE MAR- tries standing at approximately 330
Shopping centres continue to on both the largest cities, small- sq m per 1,000 inhabitants. It is worth
dominate the Polish retail market, er cities and towns with a popula- KET IS MATURE noting, however, that Polish retail is
accounting for nearly 75% of the na- tion below 100,000. Large urban WITH SHOPPING centred almost entirely on shopping
tion’s total retail stock. At the end areas mostly saw completions of CENTRE DENSITY centres with a dearth of high street
of 2018, Poland had 460 shopping medium-sized and large shopping REMAINING HIGH retail. By contrast, high street retail At the end of 2018, the average vacancy rate for
centres totalling almost 11 million and entertainment centres, includ- in Western European cities is strong Poland’s eighteen biggest cities remained at a low
sq m of floorspace. Last year, more ing Forum Gdańsk (62,000 sq m) in IN SOME CITIES and shopping centres very often com- of 3.1%. Vacancy rates, however, vary considerably
than 270,000 sq m was delivered in the Tricity Agglomeration, Galeria plement high street offers. by shopping centre and strongly depend on the
this format. Of that total, 85% was Libero (45,000 sq m) and Gemini Park attractiveness of a retail offer. Many leading retail
completed in 12 new shopping cen- Tychy (36,600 sq m) in the Katowice schemes with a variety of retail, service, entertain-
tres while the remaining portion of Agglomeration and Nowa Stacja ment and F&B options have no vacant space and
the new supply came onto the mar- Pruszków (27,000 sq m) in the Warsaw premises vacated by tenants are quickly taken over
ket through extensions of existing Agglomeration. In addition, increas- VACANCY RATES, HOWEV- by new brands. By contrast, shopping centres with
schemes. Alongside upgrades and ingly popular mixed-use schemes ER, VARY CONSIDERABLY high vacancy rates are those where nothing has been
redevelopments, this is one of key such as Centrum Praskie Koneser in done in the last six months to improve their appeal
market trends in Poland, resulting Warsaw are being opened in phas- BY SHOPPING CENTRE or adapt their offer to a customer profile. This has
from the ageing stock, changing cus- es. Several existing shopping cen- AND STRONGLY DEPEND an adverse effect on a shopping centre’s image in
tomer expectations and ever strong- tres have been extended, including ON THE ATTRACTIVENESS the eyes of customers and results in lower footfall
er competition. Atrium Promenada, Atrium Reduta,
OF A RETAIL OFFER and sales, and more vacant space.
Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 8MARKET ANALYSIS
The pace of new shopping THE INTRODUCTION E-commerce is also expanding at
centre growth is gradually a rapid pace. All market players
OF SUNDAY TRADING are beginning to see more and
slowing, which led to a 20% RESTRICTIONS WAS more benefits of both online and
decrease in retail supply in ONE OF LAST YEAR’S offline platforms becoming inter-
twined and complementing each
2018 compared to the previ- MARKET HIGHLIGHTS. other. The division of consumers
ous year’s level. into online and offline shoppers
is largely irrelevant as they are
very often the same consumers.
THE INDUSTRY SLOWS DOWN The rise of multichannel retailing
More than 360,000 sq m of shopping and brand new concepts is only
centre space is currently under con- natural in the modern technolog-
struction or has a valid building permit; ically advanced world and helps
approximately 270,000 sq m of that increase customer loyalty.
total is expected to be handed over by
the end of this year. The largest retail ECONOMIC SITUATION
scheme underway is Warsaw’s Galeria The introduction of Sunday trading re-
Młociny (more than 70,000 sq m), which strictions was one of last year’s market
is scheduled for delivery in April 2019. highlights. During the first ten months
6%
Many shopping centre managers and THE GROWING ROLE of the new regulations in force, average
landlords are intensifying their ef- OF FOOD COURTS shopping centre footfall was down by
forts to adapt their offers to growing Eating out is not only an alternative 6% and turnover fell by 2-3% compared
and changing expectations of Polish to eating in, it has become a leisure with the same period a year earlier. High
consumers, reflecting an overall trend activity to be enjoyed with family household consumption, which remains
also seen in other countries. Today, and friends. What leading fast-food the key driver behind Poland’s economic
a considerable part of our life is spent restaurants offer is not enough and growth, substantially mitigated the ad-
in the virtual realm and interperson- shopping centres are beginning to verse effects of the Sunday trading ban.
al contacts are increasingly centred feature good-quality restaurants
around emails, text messages, chats with waiter service and new F&B Poland boasts strong economic fun-
and video conversations. As consum- concepts that go far beyond tradi- damentals, thereby attracting global
ers operate both online and offline, tional food courts. New dining zones brands. Approximately 30 new brands
product and destination strategies were completed in 2018 at Atrium chose to expand into the Polish retail
2-3%
should be tailored for both the real Promenada, Lublin Plaza and several market in 2018. The Irish fashion retailer
world and the virtual reality. Shopping other shopping centres. A new din- Primark has also announced its entry
centres are spaces where to build ing concept is also being developed into Poland and the opening of its first
customer-brand relationships, and at Galeria Młociny, which is currently Polish store at Galeria Młociny in Warsaw
which are perfect meeting venues. under construction.. this spring.
Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 10MARKET ANALYSIS
PAWEŁ
Paradoxically, despite the widespread
belief that retail is far from being
the most sought-after sector by inves-
PARTYKA tors, 2018 was the second-best year in
the history of the Polish investment
market in terms of the retail invest-
ASSOCIATE, DEPARTMENT ment volume.
OF CAPITAL MARKETS,
CUSHMAN & WAKEFIELD The years 2019-2020 are set to be a very
ARE THE YEARS good time for retail investments. Whilst THE YEARS 2019-2020
2019-2020 A GOOD the downward trend in retail rates of ARE SET TO BE
return has slowed, office and logistics
TIME TO INVEST? yields have compressed considerably.
A VERY GOOD TIME
Opportunities to acquire prime retail FOR RETAIL
assets at lower prices than 12 months INVESTMENTS
ago will therefore exist, but retail yields
in Poland are still likely to move in further
and to return to their long-term trend
In 2018, many players on the Polish compared with other sector yields.
market asked themselves about the
future of traditional retailing in the The above is naturally a simplistic state-
face of the growing importance of ment, because prices of some properties
e-commerce. in larger agglomerations or with long-
term leases are setting new records.
News from the US market - including
the acquisition by Brookfield, the larg- In addition, the market has absorbed
est real estate management fund in the Sunday trading ban introduced in
the world, of GGP, the second largest 2018. The implications for retail sales
owner of shopping centres in the US and footfall for shopping centres have
for around $ 15 billion - makes us be- already been taken on board, so the
lieve that greater optimism regarding uncertainty that accompanied that
the shopping centre sector will per- topic in 2018 has become quantifiable
meate to other markets. - a fact which should positively affect
investment decisions.
Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 12TRENDS
Expanding shopping functions
with entertainment and places
Paweł Hałabuda, SKIVAK expert
to spend time for families and
friends will be more and more
SHOPPING
noticeable. Although today
there are already many centers
with such facilities, this trend
will become even stronger.
CENTERS MOST NEW INVESTMENTS
MARKET
WILL BE BASED ON
THE EXPANDING OF
EXISTING CENTERS WITH
NEW FUNCTIONS.
Shopping centers cease to be only
points of sale and purchase, changing
into places for meetings, engaging
customers, influencing them with
incentives that cannot be replicated
online. Looking at the digital transfor-
mation of commerce and the growing
According to research from Neurohom in 2017, importance of e-commerce channels,
for 88% of respondents, the ideal shopping center shopping centers do not lose their
is one that boosts their mood. Most shopping importance, but they must redefine
center managers are well aware of this. What other the services provided to recipients,
aspects will be important in the context of changing paying more attention to building
customer expectations? their engagement.
Table of contents / TRENDS. SHOPPING CENTER MARKET 14TRENDS
Experts from A.T. Kearney em-
phasizes that shopping centers
of the future are primarily meet-
ing places to engage the commu- Suburban retail parks will also
nities around them. They will focus on creating an offer that
be focused on creating a proper
atmosphere conducive to creating encourages visitors simply to
and maintaining a relationship that he importance of the shopping
T spend time by including in their
will strengthen the bond between center offer: restaurant, fitness,
the brand and the consumer in- cinema and entertainment will in- offer amusement parks, multi-
stead of directly focus on sales. crease. We will observe an increase plexes, playgrounds, parks and
in the percentage share of tenants
in this sector. gastronomic spaces. Shopping
This can be seen today in the centers will in turn invite brands
award-winning European investments. The Austrian Weberzeile center
Although the centers are still focused also offers more than just sales. previously associated with sub-
on their commercial offer, the sales The impressive glass roof provides urban trade, e.g. car dealerships.
environment is also important. access to sunlight, the art gallery
presents works of local and regional
Located in Bordeaux, the small artists, and the youngest can spend
Promenade Sainte-Catherine is an time on the largest indoor playground
open space that blends in with the in the region.
historical part of the city. It combines
modern technologies, access to a mo-
bile application and a LED screen with THE BORDER BLURS
materials that harmonize well with the BETWEEN SHOPPING CENTERS
surroundings and refer to the region.
Terraces, greenery and fountains are
AND SUBURBAN RETAIL PARKS
conducive to meetings, above all at-
tracting consumers who are willing to
spend their free time here.
CASE STUDIES An equally interesting trend develop-
ing in European cities is the combina-
tion of galleries and suburban retail
ART GALLERIES DESTINATION 2028 parks. Although historically shopping
centers in Western Europe were built
Shopping centers also today focus In their vision for the coming years, the leading group of in cities, focusing on accessibility for
on their cultural offer. Stary Browar Westfield shopping centers draws a picture of the future residents, now they are also being
in Poznan or the mentioned Austrian shopping galleries. They will be more of a microcities than built in the suburbs, expanding their
Weberzeile run separate exhibition ar- the shopping space as we know it, offering a place to relax, offer. Wrocław's Galeria Bielany fits in
eas in which both world and local works gardens or personalized messages thanks to AI. The group will this trend, combining shops, cinema
of art can be seen. introduce the first such solution in London's Westfield Square. and restaurants.
Table of contents / TRENDS. SHOPPING CENTER MARKET 16TRENDS
Accessibility is extremely im- MIXED-USE More and more centers will be turn-
portant for European shopping SPACE- INCREASE ing into places not only for shopping,
centers. Providing proper access IN IMPORTANCE
by car, public transport or bicycle including office space, hotels, restau-
is the plan of every investment. rants in place of fast food chains, and
even apartments and access to art.
This can be seen both in Poznań's Western Europe is already a saturated Due to the saturation of commercial areas and the high
Galeria Posnania, where they built market in terms of retail space, and al- density of urban agglomerations, new investments are
new bicycle paths and bicycle parking though it still shows an upward trend, less and less frequent, including large shopping centers.
spaces, and in the Ukrainian Forum it is lower than in Eastern Europe. Investors more often opt for mixed-use buildings that
Lviv gallery. Today, 68% of the total area of shop- combine commercial, business, restaurant, hotel and even
ping centers is located in the West of residential functions.
Large shopping centers are being built Europe.
in the suburbs, combining their func- Also in Poland, more and more mixed investments will be
tions with retail parks. The centers The development of shopping centers created, in which the commercial space will be only a part.
will slowly move from the dominant in the West is mainly related to the These include ArtN, EC Powiśle, Browary Warszawskie,
sales model based on shops to ser- growth of the population of the larg- Bohema, Centrum Praskie Koneser. The latter was estab-
vices that favor spending time and est agglomerations. A good example lished on the site of the former Warszawska Wytwórnia
building relationships: multiplexes, is the Norwegian market. Despite the Wódek "Koneser". In addition to entertainment, office and
gastronomy, fitness centers, swim- highest saturation with shopping residential spaces, there are fashion stores, boutiques and
ming pools, playgrounds etc. centers in Europe (921 sq m per 1000 numerous cafes.Both the Centrum Praskie Koneser and the
inhabitants), new investments are mentioned Browary Warszawskie or Elektrownia Powiśle dis-
still taking place there. tinguish the prosocial aspect from other mixed-use facilities.
These objects are easier to fit into the atmosphere and the
tissue of the city by organizing cultural and entertainment
events in their area.
CASE STUDIES CASE STUDIES
POLYGONE RIVIERA MAR SHOPPING ALGARVE GELDERLANDPLEIN CITY LIFE
Established in Cagnes-sur-Mer Riviera, MAR Shopping Algarve - an investment carried out by An example of mixed-use investment is the The investment in Milan, the completion of which
housing a multiplex, casino, theater, Inter IKEA is being developed in the Algarve in Portugal. ICSC European Shopping Center Awards, lo- is planned for 2019, is a combination of commer-
huge playground and minizoo, it is The planned center will connect the Swedish brand shop cated in Amsterdam, in the medium-sized cial, gastronomic and service space as well as res-
a huge center located on the out- with a seating and shopping zone. This will create a shop- Gelderlandplein center. It houses offices, ho- idences. On the area of over 314,000 sq m there will
skirts of the city. Here the boundary ping space oriented around one brand, characteristic for tels and residences for consumers by offering also be a museum of contemporary art and a park.
between the park and the shopping suburban retail parks, but it will also include an offer typ- a hypermarket and stores combining well- The project is run by world-renowned designers:
center is blurred. ical of shopping centers. known brands as well as local entrepreneurs. Zaha Hadid, Arata Isozaki and Daniel Libeskind.
Table of contents / TRENDS. SHOPPING CENTER MARKET 18TRENDS
The combination of technological
novelties with the physical world
also gives the opportunity to pres-
Consumers are still looking for ex- ent products in a manner that is not
periences that they will not find on- available online, while maintaining
a personalized message that e-com-
line. Shopping centers will develop, merce offers. What allows it, among
offering a showroom space or focus- others, are beacons- radio transmit-
ters placed in various parts of the CASE STUDIES
ing on VR or AR experiences, gami- store. Depending on what the client
fication on mobile platforms, events, looks at, he can immediately receive
notifications about the product or see THE ARCHIVES OF AR
as well as becoming a meeting place its presentation on the ads placed Clothing brands have successfully
that integrates local communities. in the store. adapted AR to create a virtual fitting
room. Examples are Timberland and
An important function of e-com- Topshop, using Kinect technology and
merce channels, apart from their special mirrors that put the chosen
online availability, is self-service. clothes on the reflection of the cus-
For many modern consumers, it is tomers looking at them.
increasingly important to be able to
choose products and finalize trans-
actions in the most convenient way MODERN SHOE STORE
E-COMMERCE DOESN’T for them. Can you transfer this The eobuwie.pl brand has opened a sa-
STOP THE GROWTH OF experience to traditional centers? lon in Poznan's Posnania, which chang-
To some extent, the answer are es the way we buy shoes. Instead of
SHOPPING CENTERS. self-service shops, where you can a standard exposure, several dozen
examine things in their real shape tablets are available, where custom-
before buying them, retaining a great ers choose their product, and after
Retail chains are learning to use deal of shopping freedom. accepting they receive a pair to try on
new technologies. Online trading from the warehouse.
not only does not distract con- Additional forms of strengthening
sumers from shopping centers, sales in physical stores using new
but also gives new analytical tools, technologies is the use of virtual (VR) SHOPS WITHOUT SERVICE
which allows for better adjustment or extended (AR) reality. An example The Poznań Bio Family Supermarket is
of advertising campaigns. are shops where selected products an example of a shop that has com-
can also be moved to any virtual space. pletely abandoned the employment
A good example of the use of tech- of personnel, thanks to which it can
nology is the intu Victoria Center in operate without interruptions, also
Nottingham, which assesses the age on Sundays and holidays. Customers
and sex of visitors by using the face not only choose the products them-
recognition system to better target selves, but also finalize purchases at
ads on screens. self-service checkouts.
Table of contents / TRENDS. SHOPPING CENTER MARKET 20TRENDS
For the first time in the history of
modern trade, so many generations
actively participate in shopping:
boomers, millenials and Z gen-
eration, with the prospect of the
Alpha generation joining in the next
Due to the aging of societies with
20 years. This affects the need to di- the increasing activation of seniors,
versify the offer. Examples of activi- it will also be important to adapt the
space to their needs. This involves not
ties undertaken for this purpose are only existing communication facili-
numerous playgrounds for children, ties, such as elevators and ramps, but
also taking into account the space for
the development of new technolo- rest and stores offering products and
gies and facilities for seniors. services for this group of consumers.
The center’s approach to serving the
youngest will change in a similar way.
WIĘKSZA Centers of entertainment and play-
DYWERSYFIKACJA grounds are already being set up in
the shopping malls in Europe, which
ODBIORCÓW activate children and encourage
whole families to spend their free
time there.
Another example is the award-winning Austrian
Europark Salzburg - a large suburban shopping
The return to locality is one of the no- center, despite its size being a place where you can
ticeable directions that the millenni- buy organic products from local farmers. CASE STUDIES
al generation is currently influencing.
More and more often, it will be possible
to find not only multinational corpo- FITNESS PO ZAKUPACH PLACES OF RESTING AND MEETINGS
rations in shopping centers of every For customers who care about their shape, Due to the densification in the cities and the
format, but also local brands and small shopping centers open up new spaces condu- aging of societies, shopping centers will also
sellers, presenting themselves both cive to various forms of activity. In the Finnish be conducive to resting. The best example is
in traditional stores and in the form REDI shopping center a climbing wall was cre- the shopping center and office space locat-
of so-called pop-up stores. ated, and visitors to Iso Omena can take advan- ed in Osaka, Japan, on the roof of which there
tage of the so-called Activity Park. is a huge garden.
Table of contents / TRENDS. SHOPPING CENTER MARKET 22CHANGES IN THE CUSTOMER BEHAVIOUR
WHAT ARE THE SOLUTIONS OFFERED
BY THE STORES OF TOMORROW?
Emilia Seweryn, Project Manager, SKIVAK
The digitization of tradition-
e.seweryn@skivak.pl al stores will continue to grow
steadily due to the introduction
CUST
of technological solutions that
support sales: although fixed-
line stores are developing slow-
PURCHASES ARE
er than e-commerce, they play A COMPLETELY NEW
an important role in everyday EXPERIENCE FOR
OMER
consumer choices and shape THE CONSUMER
the brand's experience. BECAUSE THEY WERE
VERY SIMPLIFIED
AND DIGITALIZED.
EXPER One of the already implemented solutions are
self-service checkouts. The are usually present in
IENCE
large grocery chains or drugstores, where queues
are most often set up. In the future, thanks to the
Internet of Things, the payment stage will be even
more simplified. In a technology-packed store - like
Amazon Go - the customer goes out without paying
... at the checkout! The buyer scans the QR code gen-
erated in the previously downloaded application to
which the card is attached, puts the things in the
shopping cart and leaves the store, and the payment
is charged from the account automatically.
Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. CUSTOMER EXPERIENCE 24CHANGES IN THE CUSTOMER BEHAVIOUR
Investments of the future
- in which technologies
will the seller invest until
2021 in order to improve
Intelligent fitting rooms can Applications based on micro-carriers shopping experience?
be a simplification — the sys- - beacons — help in informing incom-
tem recognizes the label of ing customers about promotions, 7% in mobile points of
8
any item in the fitting room and - like a lighthouse - they facil- sale - places to scan and
with RFID, and the interactive itate locating, in this case, a spe- accept payments any-
display on the touch screen cific product on the shelf. These where in the store;
wall, for example on a smart possibilities were used by Galeria
mirror, allows you to finalize Katowicka, implementing a mul- 8
6% in handheld comput-
your purchase without wast- ti-tasking mobile application that ers with barcode scan-
ing time and nerves in queues. combines a loyalty program, digital ners to read the price and
ŻABKA IS ALREADY coupons for stores and restaurants availability of the product;
and precise personal navigation on
IMPLEMENTING a smartphone. 5% in tablets for
8
SELF-SERVICE STORES more precise product
WITH THE USE OF information;
ARTIFICIAL INTELLIGENCE. In contrast to technology there are
Customers value fast and 7 8% in self-service kiosks
THEY HAVE SIGNED precise information about global consumer trends indicating that providing buyers with the
A COOPERATION products — thanks to RFID ethical brands will be eagerly chosen. information on prices and
AGREEMENT WITH AN technology - implemented More and more companies are building availability.
their image as companies that care
AMERICAN START-UP in the British River Island
chain of stores, employees, about the environment and are social-
(Source: Zebra - 2017 Retail Vision Study)
AIFI. THE NEW SALE using portable label scan- ly responsible. Shops that will do it ad-
CONCEPT IS TO ALLOW ners, can reliably respond equately will note an increase in sales,
86%
FOR KEEPING BUSINESS to customer inquiries in the which is why in 2019 more brands will
store. The network of Zara invest in "moral marketing".
OPEN 24 HOURS PER DAY clothing stores also uses
AND 7 DAYS PER WEEK.
(Source: Brandwatch, The Complete Marketer's Guide
to 2019)
RFID. The information about
the availability of products This attitude is also associated with
is up to date and the store one of the main consumer trends
avoids shortages that could - Rethink Plastic: changing habits
disappoint customers and aimed at avoiding plastics.
discourage them from com- (Source: Mintel report - Global Consumer Trends 2019)
ing back.
(Source: IoT for the Consumer Goods and
Retail Businesses: What are the benefits
and where should one start?)
Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. CUSTOMER EXPERIENCE 26CHANGES IN THE CUSTOMER BEHAVIOUR
SHOPPING DECISIONS
The constantly growing shopping
trend associated with tablets and
F-commerce is growing in smartphones is in turn seeking
strength. Does this mean consumers' convenience, which is
expressed not only in the possi-
Paweł Hałabuda, SKIVAK expert that customers give up bility of quick (and without leaving
HOW
shopping at traditional home) shopping.
ANOTHER INCREASE
stores for online shopping? This comfort is also reflected in easier IN THE NUMBER
How does the customer access to inspirations, trends, price OF BUYERS IN
journey look now?
comparison websites, online catalogs
and reviews. What does this tell us
PHYSICAL STORES
about the contemporary consumer? IS CONNECTED
WITH LOOKING
DO
According to the PwC report "Consumer Today he does not see the need to dis-
insights about habits and behavior tinguish the physical and online world. FOR SENSORY
2018", in which the data from the six pre- When shopping, he eagerly searches
vious editions are summarized with the for products on the Internet, using
AND SOCIAL
latest results, 44% of the respondents the help of search engines, influenc- EXPERIENCES
(this is more than in 2013) still shop in ers, blogs or official brand stores,
traditional stores and after a slight de- while still visiting traditional stores.
POLES
crease this result remains stable. The He consciously compares offers, and
same study also shows a decrease in buys where it is more affordable. For
the number of purchases made using brands, finalizing online shopping
online desktops compared to 2013, an does not have to be a negative phe-
increase in purchases through tab- nomenon. On the contrary, it gives
lets (already 12%) and smartphones them the possibility to arrange stores
(currently it is 17%). differently, for example by reducing
BUY?
the range and adding new solutions
What does this mean? After the un- that engage the consumer's senses.
doubted fascination of consumers Sensory marketing, VR / AR, video or
with online channels, promotions and virtual fitting rooms are just some
easier shopping path, customers return of the possibilities. Physical stores
to physical stores, where they can still will more and more often be respon-
experience more than online stores sible for building and maintaining
offer them. The authors of the afore- brand-to-consumer relationships by
mentioned PwC report reached a similar delivering impressions not available
conclusion, claiming that the increase on websites, but the final transac-
in the number of buyers in traditional tions will be made on the network
stores is related to the search for sen- - in this way, both sales channels
sory and social experiences. will be combined.
Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 28CHANGES IN THE CUSTOMER BEHAVIOUR
POLES SPEND ON BROWSING
55.5% of sellers felt the increase in THE CHANGE
IN SHOPPING
sales. The conversion results, which is Recently, however, one can see the
THE INTERNET ON AVERAGE the indicator responsible for the cus- desire to transform streets into pe-
2 HOURS 6 MINUTES DAILY. tomers who have gone through the en-
tire sales stage: from product selection
HABITS IS ALSO destrian-friendly streets. Progressing
revitalizations (eg ongoing recon-
IT IS 766,5 HOURS to purchase, were also higher. INFLUENCED BY struction of Święty Marcin Street in
A YEAR (GEMIUS/PBI
SURVEY, FEBRUARY 2018) ECONOMIC SITUATION ADVERTISEMENTS Poznań and Piotrkowska Street in
Łódź) and limiting car traffic in the
How does this situation affect shop- FOR WHICH city center are conducive to the cre-
EXPENDITURES
ping centers? It turns out that despite ation of new restaurant gardens and
TRADE-FREE SUNDAYS the introduction of Sunday without the return of consumers to the former
After initial concerns related to the
introduction of trade-free Sundays,
trade, they enjoy more visits and retail
sales than a year ago when the ban did
INCREASERD shopping streets.
it turns out that the Poles have adapt- not apply. PropertyNews.pl states af- BY ALMOST
ed quite quickly to the new situation,
according to Crédit Agricole experts.
ter PRCH and EY that only in June this
year the retail sales growth was 8.2% 9% IN 2018. This trend is however used to a larger ex-
tent by restaurants. In Warsaw itself, where
Although in Q2 2018 the sales dynam- year-on-year, which is a significant the rents on the shopping streets are also
ics decreased in traditional stores increase compared to the average of the highest in Poland, the restaurants lead
affected by the ban, the situation is 2012-2017, amounting to 3.2%. BACK TO THE ROOTS- the way. According to the research compa-
slowly returning to normal and sales THE RENAISSANCE OF ny CBRE, this type of points account for as
decreases are currently lower, and ex- According to the experts from the TRADE STREETS? much as 35% of shopping street tenants in
perts predict that ultimately this factor PRCH and EY report on the social and Although, undoubtedly, the stores the capital, while fashion stores are 28%, and
will not be significant. economic importance of the develop- of international and luxury brands services only 10% of tenants.
ment of retail chains in Poland, this are present on Polish shopping
This is due to the fact that consum- is due to the good response of shop- streets, their share in comparison to This situation is re-
ers have adapted to the restrictions ping centers to consumer expecta- dining venues is noticeably smaller. versed in Western
associated with the new regulations tions. In this type of buildings there Companies are still deciding on prov- countries, where large
and plan their purchases on other are more food courts, rest zones, and en formats, such as shopping centers brands and luxury
days. Some consumers, on the other also various events are organized. and department stores, and recently brands use the po-
hand, buy on the Internet on Sundays Thanks to that shopping centers are also mixed-use spaces. This is part- tential of commercial
- this applies to, for example, consumer no longer just a shopping place, but ly due to spatial conditions - until streets. However, this
electronics and household applianc- also an alternative to spending time recently Polish cities were modern- may also be due to
es, whose sales dynamics in tradi- with family or friends. ized mainly for drivers, which made the density of cities in
tional stores have dropped the most the streets less pedestrian-friendly, Western Europe that
due to Sunday offs. As you can see, not only consumers, and trade gradually escaped to the hamper the emer-
but also retail chains are gradually emerging shopping centers. gence of new facilities
According to Traffictrends, mobile adapting to Sunday without trade. and the saturation
channels gained especially at the be- Shopping centers enjoy growing popu- The second factor was the desire to of existing ones.
ginning of changes, when retail sales larity and despite the slight decrease compete in the same space - so the
in physical stores suffered the most. in total sales, they have been record- tenants decided on locations where
During this period (Q2 2018) traffic in ing the highest increase in retail sales brands from the same segment al-
online stores increased by 66% and for several years. ready had their branches.
Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 30CHANGES IN THE CUSTOMER BEHAVIOUR
SHOPPING STREETS CAN
DEFINITELY BE A COMPETITIVE
SPACE FOR TRADE AND SERVICES. Deloitte experts argue that to meet How can digital be used in practice?
THE DYNAMIC DEVELOPMENT the demands of the today’s client, it is A good example is the eobuwie.pl
OF RESTAURANTS ON SUCH better to focus on engagement, build- store opened in August 2018 in the
STREETS AS NOWY ŚWIAT STREET ing relationships and facilitating the Posnania shopping center. It com-
purchasing process. Online stores not bines the convenience of choosing an
AND ZBAWICIEL SQUARE IN only offer quick and easy shopping, online product with on-site availability
WARSAW PROVE THAT BOTH but they also help collect data about or a quick, free collection of bought
THE LOCALS AND TOURISTS users, such as their preferences, to shoes at a traditional store. There
WOULD LIKE TO USE SUCH OFFER. effectively use them in building sales are several dozen tablets available
strategies, also in traditional depart- to customers, and the inspirations of
ments. Retailers must understand available brands are displayed on the
Together with the progressive revital- how to combine store and online of- screens. The store also has self-ser-
ization of urban space and the resto- fers to ensure customer travel. vice kiosks where you can pick up the
ration of pedestrian streets, we will order yourself.
certainly see more investments of This is due to the fact that modern
this type among the brands related clients use different channels before The example of the eobuwie.pl brand
to trade and services. purchasing. They can simultaneously shows that it is possible to transform
browse online inspirations and cata- a traditional shoe store into a mod-
logs, eventually trying on and buy- It is important to maintain the ern, digitized store, where the ease of
PHYSICAL STORE ing a product in a physical store, or relationship with the consum- choice and speed of service comple-
IN A DIGITAL WAY make a decision by visiting stores in er and his willingness to buy, ment the possibility of picking up pur-
As Deloitte experts state in the re- shopping centers while purchasing at chases on-site at a traditional store.
port Retail360 / Connected Stores. home, via the Internet.
which will end with sales.
Transforming store fleet through tech- For this purpose, physical
nology, modern stores have to com- stores can introduce elec-
bine the advantages of traditional tronic devices that will enrich
departments with available websites. or facilitate browsing offline
Brands that choose to blur borders
between online and offline reach more
products in a traditional store,
customers. In addition, the omnichan- offering different sensations
nel consumers spend twice as much than other brands.
on those who do shopping either in
online stores or on-line.
Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 32UNDER THE MAGNIFYING GLASS
WOJCIECH Changes in consumer behavior, the
growing role of e-commerce and new
technologies, a completely new cus-
KNAWA
CHALL
tomer journey path - it seems that the
shopping center industry is perfectly
prepared for all these challenges.
What is the future for shopping centers
in Poland?
HEAD OF PROPERTY MANAGEMENT, From our perspective as the largest
EPP BOARD
ENGES
owner of shopping centers in Poland,
the country is undoubtedly one of the
most attractive and potentially lucra-
tive European markets.
This is due to the consistent growth
in consumer spending as well as the
FOR THE
ever-increasing role of shopping
centers themselves. In Poland, unlike
in many countries, shopping centers
are seen not only as a place to shop,
but a space where people are happy to
spend their free time. In addition, the
attractiveness of the domestic Polish
INDUSTRY
shopping mall market is due to the fact
that there are virtually no high streets
in Poland, so most purchases are made
in shopping centers. The saturation of
retail space is much smaller in Poland
than in other Western European mar-
kets so there is still room to grow as
we meet the expectations of modern
consumers.
Is 2019-2020 a good time for
investments?
Definitely yes. Poland is one of the
Changes in consumer behavior, the growing role most attractive investment desti-
of e-commerce and new technologies, a com- nations in Europe, with GDP growth
pletely new customer journey path - it seems that exceeding the average of the
the shopping center industry is perfectly prepared European Union countries in recent
for all these aspects. years. According to experts, from the
Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 34UNDER THE MAGNIFYING GLASS
beginning of 2018 consumer spending More and more often in order to individual approach and therefore the a situation in which the consum-
in Poland increased 4.6%, and retail Respond to the needs of consumers, marketing strategies we build each er tries the product in a traditional
sales went up 6%. Poland attracts an shopping center owners have their THE INTEGRATION time are preceded by in-depth ana- store and then buys online, is a phe-
increasing number of investors every own IT departments which create OF TRADITIONAL lyzes, including sociological research, nomenon that occurs to a greater or
year thanks to the low unemployment apps for the customers that do things catchment analysis and gathering lesser extent throughout the world.
rate, and a skilled workforce combined such as facilitating moving around
SALES WITH opinions of market experts or resi- However, I would be far from over-
with relatively low wages and rents. the center, searching for current pro- THE INTERNET dents of the area. On the basis of the estimating its role and perceiving
Strong social programs and stable motions or savings on their favorite AND THE MOBILE information obtained, we prepare it in terms of a threat to traditional
economic conditions translate into products. Also, the importance of CHANNEL IS detailed communication plans, the shopping centers. Although we have
high investment potential and is driv- so-called big data is growing every priority of which is always to inform been observing the phenomenon of
ing the Polish commercial market to year. In the largest shopping centers
THE BIGGEST about the offer of our centers and showroom for several years, in which
growth rates of 6-7% annually. There is in the world, it is already common to CHALLENGE tenants and to show why they stand the premises serve as showrooms, the
no indication the situation will change use geolocation on a micro scale. The THAT BOTH THE out from the competition. popularity of the already mentioned
in the near future. customer who enters the center and TENANTS AND click & collect service is constantly
passes the stores receives informa- Do you think that there will be a rev- growing. Many consumers are ready
How has communication with clients tion about promotions on a regular ba-
THE OWNERS olution in the near future in terms of to pay even higher prices than in the
changed in the last two years? How do sis, and in the case of more advanced OF SHOPPING consumer behavior, ways of reaching online store in exchange for the op-
you think it will continue to change? systems, even individual offers. CENTERS out, and the identity of brands such portunity to test the goods, consult
As in most areas of life, what has had MUST MEET. as shopping malls? professionals, or immediately collect
the greatest impact on the way shop- What is currently the core of your I do not expect any major revolution the purchased product.
ping centers communicate with cus- marketing activities? What will it be in consumer behavior, apart from the
tomers over the past two years was the in 2019? further strengthening of the phenom- As I have already mentioned, from the
dynamic development of technology All marketing activities that we con- enon of their migration between dif- perspective of retail chains, the key to
and related tools. If I had to mention duct for our shopping centers are ferent shopping channels. Therefore, success is the effective combination
one element which sets the direction fully thought out and adapted to the the integration of traditional sales of online and offline channels into one
for the development shopping malls’ specifics and character of a given with the Internet and the mobile integrated sales channel. Following
communication with their clients today project, as well as the needs and ex- channel is the biggest challenge that this trend, shopping center owners
it would undoubtedly be personaliza- pectations of its clients. We focus on both the tenants and the owners of and managers should strive to pro-
tion and the closely-related phenome- integrated communication that takes shopping centers must meet. vide their business partners with an
non of "omnichannel", i.e. multi-channel into account various types of inno- optimal operating environment, in-
sales. The contemporary consumer vative solutions and services, using, From the point of view of both, the key cluding all existing sales channels.
smoothly migrates between different among other things, mobile devices, to success is a skillful combination of This applies to both architectural
shopping channels. This is the triumph as well as extensive activities in tra- online and offline channels - not only solutions, under which is the space
of the holy click & collect service, that ditional and social media, or activities in the context of the solutions and for convenient collection points, as
is, online shopping with personal collec- directed to local communities. services offered, but also communi- well as strategic location of individ-
tion of orders at a physical store. The cation activities. ual facilities on main roads and near
key to success today is primarily reach- We attach great importance to pro- public transport stops.
ing the customer through the channel sales activities that are appreciated In the context of the reverse ROPO -
chosen by them and the message that by our customers. It is difficult for me what are the chances and threats for
interests them. Shopping needs to be to distinguish one type of marketing the shopping center?
convenient, fast and possible to imple- activities on which we concentrate Can we still talk about the effect of
ment anywhere, anytime. all our projects. We believe in an a reversed ROPO? Reversed ROPO,
Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 36UNDER THE MAGNIFYING GLASS
MONIKA The portfolio of brands will change,
but for now there is no expectation
of intensive growth of the premium
buy shoes from any place
perfectly matched to our
needs. Such facilities will
OLEJNIK-
segment, let alone luxury brands. On create a new face of trade.
the contrary, the Primark network will
enter the Polish market, because so Is 2019-2020 a good
far this price level is the most popular time for investments?
-OKUNIEWSKA
in Poland. Only in well-proven locations
and objects which are recog-
nizable on the market and
Shopping centers must have an already established
also focus on the inter- position. Today, you should
REGIONAL MARKETING esting arrangements invest in raising standards,
developing an additional of-
DIRECTOR (CEE REGION),
MULTI CORPORATION of space and comfort fer, but also a unique set of
of customers. I think tenants. It is worth looking
for solutions that will make
that the Gdańsk Forum us stand out on the market.
What is the future before shopping opened this year is New objects will surely be
centers in Poland? created anyway, but not with
I think that shopping centers will a place where clients such intensity as in the last
reformat, and this is already hap- pay attention to the 10 years.
pening. Typical shopping functions
are increasingly supplemented with unique atmosphere,
entertainment and well-arranged res- enjoying the pleasure
taurant zones. There will be much less
new facilities, because the market has UNFORTUNATELY, THE of staying in it.
its limitations, and extensions in well- ENTERTAINMENT OFFER IN THE
known, well-established locations will CENTERS IS QUITE LIMITED SO Another important area is new tech-
serve the introduction of additional nologies, because the generation of
functions and expanding the com-
FAR, AND THE RESTAURANT today's teenagers lives in the virtual
mercial offer. Shopping centers will ZONES REQUIRE REARRANGEMENT. world of shopping and entertainment.
change in the so-called social media WE SEE THAT THE AVERAGE We will have smart clothes and shoes
centers, as one of the popular objects CLIENT OF SHOPPING CENTERS fitting rooms, interactive mirrors or
on the map of Warsaw has recently tailor made shopping offers that we
been named. This shows the direction
DOES NOT WANT TO EAT IN will get on a mobile phone. A great ex-
in which we are going. Customers will EXCLUSIVE RESTAURANTS ample is the eobuwie.pl brand, which
want to do quick shopping in a limit- YET, BUT IS LOOKING FOR NEW, is well ahead of the market in this area.
ed and well-organized space that will INTERESTING FORMATS. The Future Store in Magnolia Park are
not require long walks in shopping shoes displayed on the screens, not
arcades, in order to entertain them- on the shelves. Besides, by scanning
selves as soon as possible. the foot in a special system, we can
Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 38UNDER THE MAGNIFYING GLASS
How has the way of communicating The share of mobile marketing in the It is particularly exciting for me that, In the context of the reverse ROPO -
with the client changed in the last two
overall communication plans is also next to the very young Forum Gdansk, what are the chances and threats for
years? How do you think it will contin-
growing and this trend will continue to we are responsible for the center the shopping center? Can we still talk
ue to change? develop. What, unfortunately, can be with an established position, which about the effect of an inverted ROPO?
Changes in the way of communicatingnoticed, marketing budgets are still IT IS WORTH is Magnolia Park. It is located on a very
with shopping center clients in recent
too small and we cannot compete with NOTING THAT THE demanding Wrocław market. Next
years are quite significant. Attention
small funds against the wealthy on-
is definitely focused on the internet
line budgets. It is also worth paying
TRADITIONAL RADIO year, we will focus our efforts on mak-
ing Magnolia the favorite shopping
I think that both sales channels
and the world of new technologies, at
attention to the need to build rela- ADVERTISEMENT center for the residents of Wrocław will complement each other.
the expense of popular billboards or
tionships in local communities - here DOES NOT LOSE and the region. Not everyone, regardless of age,
citylights. and now. And this is not about spon- ITS STRENGTH. will transfer their shopping to
sorship of a basketball team, because Do you think that in the near future
COMMUNICATION
Today, large-format ads on major in the long run nobody will remember
SHOULD BE STRICTLY
there will be a revolution in the field the internet or opt out of them
city streets are just a complement about it. of consumer behavior, ways of reaching
or an accent in the entire cam- PERSONALIZED AND out, but also the identity of brands such at all. It is already evident today
paign plan. There still are cam- What is currently the core PRECISELY AIMED as shopping malls? that every industry has its own
paigns in the style of "spring is of your marketing activities? I do not expect a revolution because
coming", which in my opinion What will it be in 2019?
AT ITS RECIPIENT. we have experienced it relatively re- shopping specifics, and certain-
are not effective. We should also Strategically - we strive to be more cently. What I mean is the Internet. ly some stores will play the role
depart from creations based on precise, carefully analyzing the tools The greatest challenge for managers
stock photographs, because these and channels of our marketing activi- of shopping centers will be to make of showrooms, reducing the ex-
are completely lost in the flood ties. We start working with a platform good use of the potential that the isting space.
of content and numerous stimuli that processes customer data, and Internet brings. On the one hand, it
from the outside. this is a huge field of knowledge that gives us the unlimited amount of pos-
needs to be well used, perhaps signif- sibilities in the area of marketing or The coming years will show, howev-
It is worth noting that the traditional icantly modifying existing activities. communication in general, but on the er, which customer behavior in this
radio advertisement does not lose its Tactically - Forum Gdańsk, which was other hand it creates a certain amount area will prove to be a lasting trend,
strength. Communication should be a spectacular success after opening of luxury. Only with a good knowledge or even cause a significant change
strictly personalized and precisely in May this year, remains a challenge of our clients' expectations and quick- in previous habits. The pricing pol-
aimed at its recipient. for us. Now the time has come for ef- ly responding to changes, we will be icy will also be important, because
Today we know more and more about fective sales support activities, with able to effectively use it. In addition, today bargains and promotions are
customers' expectations, we try to high visibility of this important place it should be remembered that com- almost always present in the cal-
work with CRM and create such a mes- on the Tri-City map of commercial petition is not just about shopping endar, at any time of the year, and
sage. We know that Polish consumers facilities. We want to attract even centers. Online stores are also an in a moment they will stop anyone
buy when they need something and more tourists, and we know from our important player. In my opinion, all from getting excited. In general, we
not during the sale of new collections. research that they are happy to visit the loyalty programs do not seem to observe the primacy of price over
That is why it is worth creating shop- the Forum. be much in the long run. Subsequent quality in Polish commerce.
ping needs, meeting them. Hence the applications, points and rewards
popularity of bloggers and influenc- work very briefly. And we should build The interview conducted in October 2018
ers in various communication chan- a long-term identity of the shopping
nels, media coverage, but also native center brand - act and respond to the
marketing. real needs of customers.
Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 40UNDER THE MAGNIFYING GLASS
THE SHOPPING CENTERS OF
THE KLÉPIERRE GROUP HAVE
BEEN ACTIVELY RUNNING
FACEBOOK FAN PAGES, WHERE
Every day we use smartphones and WE NOT ONLY INFORM ABOUT
social media not only to maintain re- NEWS AND COMMUNICATE
ANNA
lationships with friends, but also to
look for information or inspiration.
THE LATEST TRENDS, BUT
It is a convenient and fast form of WE ALSO RESPOND TO
MESSAGES SENT TO US VIA
KOSACZ
contact. Following the consumer,
we have also moved to the digital THE DEDICATED JUSTASK
channels. The shopping centers of
the Klépierre group have been ac-
SERVICE WITHIN AN HOUR.
tively running Facebook fan pag-
es, where we not only inform about
MARKETING news and communicate the latest
DIRECTOR, trends, but we also respond to mes-
KLÉPIERRE sages sent to us via the dedicated
JustAsk service within an hour. We
have also launched three profiles on
Instagram, where we present styli-
Recently, we have seen sig- zations, new products, interesting
nificant changes in commu- arrangements and contests.
The key role in the success of is cooperation with Traficar and the
nication between a client and Klépierre shopping centers is the possibility of renting cars for min-
a shopping center. The reason thoughtful and consistent market- utes directly from the center or the
ing based on the Let’s Play® crea- recently opened Poland’s the first
is simple and is associated with
THE KEY ROLE tive concept. It has two dimensions: self-service Motoride motorcycle
the fact that most of us have IN THE SUCCESS
first- emotional, consists in creating rental company in Sadyba Best Mall.
spaces that provide positive emo- Consumers buying in the smart style
long been functioning in the OF KLÉPIERRE tions, because Klépierre centers of- will always look for information and
digital world. SHOPPING CENTERS fer shopping and moments full of joy the most favorable price. Reversed
and fun; the second level is pragmatic ROPO is a phenomenon widely com-
IS THE THOUGHTFUL and is related to the space. Klépierre mented on in trade. A huge advan-
AND CONSISTENT also focuses on synergy with tenants tage of our galleries, however, is the
MARKETING BASED in marketing activities. We organ- unique purchase offer of partners
ON THE LET’S PLAY® ize promotional campaigns, events and numerous, jointly organized pro-
and meetings with influencers in motions that make customers make
CREATIVE CONCEPT. cooperation with the brands in the purchasing decisions primarily on the
center. We also focus on the devel- spot, in the center, and not later, in
opment of new services. An example the online store.
Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 42You can also read
