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credit: ROS Retail Outlet Shopping

ROS Has Launched Its First AI Autumn Campaign

ROS Retail Outlet Shopping has created its first AI-generated campaign that will be used across its entire portfolio in seven European countries this autumn, becoming a pioneer and the first operator in the retail real estate industry to apply this technology in a campaign.

Sebastian Guth (left), Managing Director of 21Media, and Charlotte Andersen, Marketing Director at Rødovre Centrum in Copenhagen, Denmark. /// credit: 21Media, Charlotte Andersen

Marketing expert discussion: “We want to create asset value together.”

Marketing is under pressure: While customer behavior is constantly changing, new channels are continually being added, and budgets tend to shrink, marketing managers need to be more innovative than ever. Diamonds are created under pressure, but pressure also causes errors. Across brought together two European marketing experts, Sebastian Guth (Managing Director of 21Media) and Charlotte Andersen (Marketing Director at Rødovre Centrum), to discuss the role of marketing, error culture, shrinking budgets, and working with landlords.

credit: Rioja Estate

WHY LANDLORDS SHOULD INVEST IN MARKETING

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.

credit: Marc Peter

THE GREAT COMEBACK OF PHYSICAL RETAIL REAL ESTATE

A crisis forces us to think in new and different ways. It is a challenge – but finally, almost always, it leads up to new ideas and helps to speed up the much-needed change, states Caroline von Westerholt, Head of Strategy & Repositioning of Retail Properties at Twenty One Media GmbH. She explains her biggest learnings from the current crisis.

Credit: Christian Stemper

Real Estate Marketing – Why Not Do It Better?

“The world keeps on turning, but marketing strategies have been the same for decades,” is the verdict of Bernhard Klein, Chief Marketing Executive of IMMOFINANZ, on traditional marketing efforts in the retail asset class. In his guest contribution, he outlines various opportunities and improvements with the help of software-based automation of sales and marketing processes.

THE ART OF WINNING

As the results came in from 25 independent Solal judges across Europe, the person co-ordinating the results was Alan Thornton, CEO of AL Marketing in London and Head of the European Solal Marketing Awards team. He shares his view on the winning entries and considers what Rodovre Centrum, the winner of eight awards, does right when it comes to outstanding marketing effort.

credit: HBB

HBB: Challenging Times Call for Ingenuity and Flexibility

Operational excellence is achieved when management is able to successfully strike a balance between innovative approaches and traditional corporate values. ACROSS spoke with HBB about tailor-made approaches to center management, why the consistent pursuit of the idea of community and close cooperation with cities is the most significant success factor, especially in turbulent times, and why pop-up stores amount to so much more than a means of concealing vacancies.

credit: AL Marketing

NEWLY DESIGNED EUROPEAN SOLAL MARKETING AWARDS 2022

Europe’s retail property sector was disproportionately impacted by the pandemic, pushing its marketing efforts to be more innovative than ever. The Solal Awards, launched by ECSP, recognizes marketing excellence in retail and leisure destinations right across the continent. The Solal Awards are now open for submissions.

Multi Poland: A Shopping Center as a TV Channel

Until recently, the main source of income for the owners of commercial real estate was the rental of premises and, to a more marginal extent; commercial stands or ‘Islands’. An active attitude by the property manager, however, can provide additional monetization. The provision of quality advertising exposures increases the long-term value of real estate assets.

Multi Poland: Marketing is a Key Value Driver for Real Estate Assets

In times of unpredictability, marketing spending is usually the first candidate for budget cuts. Marketing management in the commercial real estate sector must be highly focussed on the issues that are fundamental to the business of property owners which directly contributes to increasing their value.

How to Avoid Accusations of Greenwashing While Effectively Marketing Your Green Efforts

Many retail real estate companies are currently hesitant to promote their sustainability efforts. The fear of being accused of greenwashing if the location or company is not 100% sustainable outweighs the potential upside of leasing to green-minded tenants. Yet, there is a clear and simple strategy when it comes to marketing one’s sustainability efforts without fearing to be accused of greenwashing.

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