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Opinion

PERSONAL COMMENTARIES OF PLACEMAKING EXPERTS

“In the current retail environment, it is the customers’ expectation for personalisation, speed, and lower costs that is driving industry innovation,” states Gregory Fonseca, Director of Architecture at BDP and member of the ACROSS Advisory Board in the latest “Industry Outlook 2024”.

Across the outlet market, we’ve started to see a growing number of brands, including Hugo Boss, Adidas, and Tommy Hilfiger, actively seeking larger retail spaces with a clear objective: to elevate and enrich the ‘flagship’ outlet in-store experience, explains Dan Mason is Managing Director Realm. This year marks the 30th anniversary of the UK’s first outlet center, and as we look ahead to the next decade for this resilient retail sector, what will be the defining trends of Outlet 3.0?

“One of the most surefire ways for management companies to optimize revenue for brands is to find ways to improve customer loyalty and to ensure both new and repeat visits,” states Sergio Jiménez, Marketing & IT Director at NEINVER.

Many of the headwinds that have buffeted the global economy over the past 12 months remain very much at the forefront of investors’ minds. However, in tandem with this, investors like Mitiska REIM are also seeing a number of structural tailwinds in support of retail parks and wider convenience real estate.

The retail park: a cornerstone of modern consumer culture that has long been a popular destination for shoppers seeking convenience, variety, and an all-in-one shopping experience. As technology and consumer preferences continue to evolve, the future of retail parks faces both challenges and exciting opportunities. Joseph Jarvis, Content Marketer at Chainels, explores how retail parks are likely to adapt and innovate to remain relevant in the rapidly changing retail landscape.

Despite the current unfavorable economic situation in Poland, retail parks are still growing rapidly. Nevertheless, Trei Real Estate Poland has built and opened 35 retail parks under the Vendo Park brand, and has another three scheduled to open later this year. The company may even say that in the face of many market challenges business is going very well.

“We want to see people in our meeting places every day, so we are moving towards creating “work/live/play” retail spaces for everyone”, explains Jens Nielsen, Global Commercial & Digital Director at Ingka Centres. Following this approach, F&B has become a main focus of attention. Ingka developed the Saluhall concept to be a joyful community experience. The flexibility of the new sustainable and social concept offers people the freedom they look for, and the ability to experience life together.

Many customers find it very pleasant when they see an area with a carefully selected product range where they can discover new products! Like online stores, which already make a pre-selection, department stores take up this idea and expand these specific areas enormously, says Anita Stampfl, Special Projects Managerin at HBB Centermanagement in this Q&A on Curated Spaces.

Mixed-use is the order of the day for the entire placemaking industry. As a result, shopping centers have increasingly become home to coworking and flex office solutions. While the flex office market in the US shows a growth rate of 25 percent, more and more European shopping center operators are taking advantage of this fresh source of revenue.

A close cooperation with the brands is the key for success. Fran Gutiérrez, Retail Director NEINVER, explains how this looks like in practice. NEINVER not only supports their brands with technological tools. The company has prioritized people and training as two main pillars in its retail strategy to support brands’ growth.

Inflation encourages consumers to go in search of even greater value for money, states Giles Membrey, Managing Director of Rioja Estates. Therefore, he argues, Outlets are becoming more attractive to costumers. Furthermore, also internet sales are a driver of Outlets.

When it comes to shaping the future in a positive way, it is impossible to overstate the influence retailers can have. Retail and shopping centers should become much stronger communicators of a positive consumer vision, especially with regard to sustainability, says Andreas Steinle, CEO and founder of Zukunftsinstitut Workshop. The crisis year of 2023 must be a year in which retailers recapitulate their understanding of their role.

“In terms of energy management, technological applications will become a critical success factor when it comes to using lighting, cooling, and air conditioning efficiently and in a customer-oriented way,” states Silvio W. Kirchmair, CEO of umdasch The Store Makers and Member of the ACROSS Advisory Board.