ACROSS: TOURISM AND SHOPPING BELONG TOGETHER – THIS IS MOST VISIBLE WITHIN THE OUTLET INDUSTRY. WHERE DO YOU SEE THE GREATEST SYNERGIES AND POTENTIAL BETWEEN THE OUTLET AND TOURISM INDUSTRY?
MARIO SCHWANN: One straightforward and vital finding of recent years is that McArthurGlen’s locations attract international visitors who travelling from long distances. And if they are ready to do this, they are happy to take advantage of the region’s tourist attractions – we see this in Austria just as much as for example in the Netherlands, Italy or Spain and our other centers in Europe. The charm is that they can find various products from all segments at our locations – from sportswear to luxury and children’s clothing. For our Parndorf location, offering guests a global metropolis like Vienna or nature experiences like Lake Neusiedl just around the corner is a great added value. This requires – and the outlet sector is undoubtedly a pioneer in this regard – a consistently cooperative approach with brand partners and the relevant tourism associations.
ACROSS: MCARTHURGLEN IS DOING A LOT TO PROMOTE ITS LOCATIONS WORLDWIDE.
SCHWANN: Yes, our company has offices in India, Dubai, China, and SE Asia, where its employees actively work to get the different outlet locations onto travel routes. Being present in these countries is extremely helpful since the travel mentality in these countries is different from Europe’s. We have been active with our international offices for many years, which has paid off and is undoubtedly one reason why the number of travelers has increased after the pandemic.
Parndorf works hard to address customers individually and provide them special services and opportunities to retreat. It is especially crucial that international customers can consume according to their habits. Alipay, for example, is a partner of McArthurGlen. /// Credit: MCARTHURGLEN/DANIEL BOINTNER
ACROSS: MCARTHURGLEN INTRODUCED SEVERAL CROSS-LOCATION INITIATIVES TO SHOWCASE ITS CENTER PORTFOLIO THROUGHOUT EUROPE. WHAT DO THESE INITIATIVES LOOK LIKE?
SCHWANN: The Designer Outlet Parndorf, for example, cooperates with the McArthurGlen Designer Outlet in Malaga. At first glance, this is not necessarily obvious, but it becomes more apparent on closer inspection: There is a flight from Vienna Airport to Malaga once a day. The Malaga Tourism Board has recognized many synergies, and we are consciously promoting our partner center in Malaga from Parndorf and vice versa. The situation is similar to our partner centers in Italy, Noventa di Piave or Seravalle. Together, we draw attention to our locations in Eastern Europe. Because the travel route from Eastern Europe can lead to Austria and Italy, we naturally combine the presence of different McArthur Glen outlets. In particular, we use social media and work together with influencers. Cooperations between the 24 European locations will certainly become even more intensive.
ACROSS: DELIVERING EXCEPTIONAL AND EXTENDED GUEST HOSPITALITY IS ESSENTIAL TO OUTLET MANAGEMENT. WHAT ARE SOME EXAMPLES FROM MCARTHURGLEN AND DESIGNER OUTLET PARNDORF IN THIS REGARD?
SCHWANN: Exceptional hospitality begins when we first come into contact with customers. Currently, the first point of contact is often social media. In Parndorf, our two Guest Services Desks welcome customers and provide essential information, including store details, children’s entertainment, and additional facilities like a prayer room. We also have a lounge that customers can use. Tax-free shopping is very important for international customers. As an international location, languages are, of course, equally important. Our employees speak English and often speak Hungarian or Slovakian due to the proximity to the border. We have also explicitly employed Chinese-speaking staff, for example. Overall, the topic of services is becoming increasingly important, and new services are added constantly.
ACROSS: HOW IMPORTANT ARE COOPERATIONS LIKE THE ONE WITH ALIPAY IN THIS REGARD? WHAT ARE OTHER SIMILAR EXAMPLES?
SCHWANN: Cooperating with Alipay is a logical consequence when dealing with customers from China. Alipay is also just one example of foreign forms of payment that we are increasingly using. Other examples are WeChat Pay, Union Pay, and the Japanese JCP. These are the usual means of payment, and we therefore motivate our brand partners to introduce them. This is more than just a service. They are necessary, as these are the standard payment methods available to Asian guests.
ACROSS: LET US TAKE A CLOSER LOOK AT PARNDORF DESIGNER OUTLET. WHICH TOURIST VISITOR GROUP IS CURRENTLY THE MOST IMPORTANT?
SCHWANN: Austrian tourism is vital to us. When we look at the license plates in the parking lots, we see that our national advertising campaigns are very effective and that Parndorf is on the agenda when people visit Vienna. We also actively advertise in Eastern Europe and follow a marketing calendar. We address visitors in their local languages on the radio, social media, and with local influencers. Furthermore, we launched our campaigns in six countries, including Austria. Parndorf is an excellent example of how tourism is increasingly linked to shopping. Winter tourism is equally essential for us in Parndorf, as we are on the transit route to the ski resorts. Our tax-free sales give us a better picture of how international tourism is developing. We are making excellent progress in this regard. Before the pandemic, McArthurGlen had already strengthened its tourist locations and emphasized group and individual tourism. The current figures indicate that we are right to continue with this strategy.
ACROSS: WHAT DO YOU EXPECT FROM THE UPCOMING SUMMER VACATIONS REGARDING FOOTFALL?
SCHWANN: Summer and the vacation season are crucial in the outlet business. This is when international guests, in particular, find their way to us. All our sales and marketing activities are currently geared towards summer and vacations. We are also planning to launch our new shopping format “late night shopping days” in August. We expect many guests from Austria and Europe, but also a significant increase in Arab and Asian guests. In general we are expecting good development. However, measures such as extended opening hours, which we offer throughout the summer, in line with legal requirements, are essential for this.
ACROSS: WHICH BRANDS AND SEGMENTS ARE PARTICULARLY RELEVANT FOR TOURISTS?
SCHWANN: In addition to luxury, the sports and outdoor segments are also becoming increasingly interesting and important for tourists.
ACROSS: WE TALKED ABOUT THE TOURISM FROM THE FAR EAST COMING BACK STEP BY STEP – VIENNA AS A TOURIST DESTINATION ALSO SEES A LOT OF TOURISTS FROM THE USA, HOW DO YOU THINK ABOUT THIS MARKET?
SCHWANN: The USA is a fascinating market. McArthurGlen has no representative offices in the USA. However, we are increasingly active at trade fairs and tourism events in the USA and present our European locations. Our group is seeing rising sales from visitors from the USA, particularly at the Italian centers. We have yet to reach that stage in Parndorf. Vienna has become more popular with guests from the USA, which also offers us opportunities – and we are in close contact with the relevant associations.
ACROSS: HOW SHOULD VISITORS OR TOURISTS IDEALLY PERCEIVE THEIR VISIT TO THE PARNDORF OUTLET CENTER?
SCHWANN: International tourists, in particular, are often very busy on their travels. Our approach is to allow visitors to relax a little. It is crucial to create a shopping experience that slows things down. That’s why we work hard to address customers individually and provide them opportunities to retreat. Quiet zones where visitors can sit down and put their shopping away, as well as restaurants and leisure facilities such as our Ferris wheel, play a significant role here. Alternatives to shopping are essential. These relax customers and increase the length of their stay.
Mario Schwann
Mario Schwann is General Manager of Designer Outlet Parndorf
