The outlet industry, distinct from traditional retail, thrives on collaboration. While shopping centers focus on fixed rents, outlets operate within a unique ecosystem in which success depends on shared goals between operators, investors, and brand partners. This collaborative approach turns data into more than just a tool – it becomes a catalyst for innovation, trust, and mutual success.
As one of Europe’s leading outlet operators, three core principles shape our data-driven approach. First, we prioritize full compliance with GDPR, treating data with the utmost care to maintain integrity and trust. Second, we leverage retail and property data to drive center performance, supporting and motivating our brand partners toward retail excellence. Finally, we use customer insights to drive traffic and create tailored shopping experiences. By understanding consumer behavior and preferences, we deliver targeted marketing, boost footfall, and foster lasting loyalty.
At ROS, our focus goes beyond property management. We use data to deliver measurable results for our partners and create richer, more engaging experiences for our customers. Let’s take a closer look!
Empowering performance through data and collaboration
Across the ROS portfolio, data is much more than just a metric – it’s the engine powering performance and partnership. Unlike traditional shopping centers that often focus on rental yields and occupancy rates, outlet centers thrive on a performance-based model. Retail performance KPIs – including rankings and benchmarks – are central to the success of the outlet industry. We utilize retail-specific KPIs, such as UPT (Units Per Transaction), ASPV (Average Sales Per Visitor), conversion rate, effort ratio, and density comparison to gain deeper insights into store performance.
But data is only as good as the conversations it sparks. That’s why our Business Review Meetings are a game-changer. These collaborative sessions bring our local retail teams and brand partners together to analyze performance, pinpoint opportunities, and map out growth strategies. Initiatives like Meet & Greet and MysteryShopping take this approach further, challenging our brand partners to aim higher and strive for retail excellence. The information flow, however, isn’t one-sided. Brands bring their own key takeaways to the table, sharing customer survey results, learnings from other shops, and actionable feedback. The result? Data-driven decisions that make an impact swiftly and effectively.
To further streamline collaboration, the ROS Tenant Portal acts as a digital bridge. This platform connects us with our brand partners, providing real-time performance updates, valuable insights, and essential resources for strategic decision-making.
Enhancing customer understanding
While B2B data builds strong partnerships, B2C data redefines the customer experience. At ROS, we go beyond traditional marketing strategies that rely on mass campaigns to drive foot traffic. Instead, we use customer insights to craft targeted, engaging experiences that resonate with individual shoppers.
Understanding our customers is at the heart of everything we do. Initiatives like the VIP Club and loyalty programs enable us to gather invaluable data, refining customer segmentation and delivering highly personalized communications and promotions. By ensuring the right message reaches the right audience at the right time, we enhance relevance and engagement, while avoiding oversaturation. This approach not only drives repeat visits but also boosts average basket sizes – a win-win for both customers and our brand partners.
Take Premier Outlet Budapest’s Premium Club program as an example. During its 2023 Summer VIP Event, spending by loyalty program members skyrocketed by an unbelievable 721%. Exclusive offers tailored to Premium Club members not only boosted engagement and sign-ups but also unlocked insights into customer preferences and behavior.
We don’t stop there. From onsite traffic tracking systems, like ShopperTrack and Reveal, to Google Analytics and benchmarking tools, we monitor customer behavior to adapt marketing strategies with precision and agility. Consumer and non-consumer surveys provide additional qualitative insights, rounding out the picture of who our existing and potential customers are, how they shop, and what inspires them to return.
And, because customer trust is everything, we’ve made data protection a priority. ROS has implemented the Cookie Bot, giving users complete control over their data. In collaboration with Tel Aviv-based start-up PlaceSense, we have taken our approach a step further. Their advanced analytics solutions enable us to collect and analyze anonymized user data across our portfolio while strictly adhering to GDPR standards.
Thomas Reichenauer
Thomas Reichenauer is Co-Founder & Managing Director at ROS Retail Outlet Shopping
