By Chris Igwe
We appear to have come to terms with accepting that there are fewer new projects being developed around the world, with the exception of a few regions, such as India. This means that owners are faced with the main challenge of how to repurpose existing spaces, both internal and external, to cater for the increased need to provide spaces where people can easily congregate, interact and enjoy community together. However, successful placemaking comes in a context of significant global and national economic uncertainty, along with the financial constraints of both the owners and visitors.
A key question is: How much should an owner invest in restructuring or creating a space that meets the expectations of today’s consumer, who we know is looking for an even stronger sense of community today than they had before, and which can be delivered through a careful design that puts that person at the center?
With consumer behavior continually changing, how can a space remain fresh and refreshed? How can digital tools, including AI, be used seamlessly to engage the consumer, but without losing the human touch they need? In a world where hyperpersonalization is critical, how can we cater to a broader audience while still speaking to the individual in front of you?
One answer is through truly focusing on staffing and training. We have lost the ability to connect with people and make them feel welcome. We must move away from a “transactional” mindset looking for the consumer to buy something to one of making people “feel welcome.” The purchase follows naturally. The big challenge today is that staff are not trained properly, so the human factor is lost.
Beyond training, designs should offer more in terms of arts, crafts, health and wellness, coffee shops, which connect with local businesses. This feeds well into the consumer’s mind.
Let’s not forget specialty leasing and pop-up stores, which enhance this feeling of community and vibrancy. This flexibility creates a sense of excitement that brings people together and brings them back, thereby increasing footfall, and as a byproduct, sales.
Chris Igwe
Chris Igwe is a Global Retail Expert, and Member of the ACROSS Advisory Board.
