Latest trends in shopping centre branding, marketing and design

“Desarrollo, Innovacion y Arquitectura en

Centros Comerciales” Clive Woodger

July 2015

Latest trends in shopping centre branding, marke?ng and design Developing first choice des;na;ons…

Clive Woodger July 2015

Creating Brand Synergy™




Interna;onal Trends

Empowered Consumers

Marke;ng Strategies

Delivering the Promise…

Developing first choice des;na;ons…

Strategy – Branding – Retail Design – Graphic Design Architecture - Visual Identity – Interiors

Digital Concepts - Point of Sale – Merchandising Design Implementation

We create destination brands...

...across a wide range of sectorsPharmacy

Footwear

Food

Banks Shopping Centres

Fashion/Accessories

DIY

Homing

Cash & Carry

Children

Electrical

Online Retail

Coffee Shops/Restaurants

Sports

Duty Free

Automotive

Our clients include:

Shopping centres are destination brandsBrand Equity

The Challenge:

Shopping Centres are Destination Brands Brand Equity = Image and Reputa;on = Capital Value Your brand is an asset…to be nurtured and managed

Shopping centres are destination brands

To achieve a synergy of branding and marketingPositive Differentation... Delivering the Promise... Optimising Resources

Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

The Challenge:

To achieve a synergy of branding, marke;ng & architecture Posi;ve Differen;a;on... Delivering the Promise... Op;mising Resources

Shopping Centre Challenge

Shopping Centres... Place brands

Destinations where people meet, eat, relax, indulge, work, rest, play... & shop...

A community venue to promote wellbeing & lifestyle activities

A place where people want to be!

Zorlu Center, IstambulShopping Centres are Place Brands

Zorlu Center, İstanbul

•  Des;na;ons where people meet, eat, relax, indulge, work, rest, play... & shop...

•  A community venue to

promote wellbeing & lifestyle ac;vi;es

A place where people want to be…again & again!

- Create added value experiences for visitors & shoppers- Optimise tenant sales performance- Achieve highest rental yields & max commercial income- Enhance capital value and ‘sellability’ potential’

DefinitionsAs a destination brand a shopping centre must...

Known for attributes…?

- Sustainability…- Maintaining a WOW Factor - visit after visit...

https://www.youtube.com/watch?v=mxbkMDBKWMQ

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word of mouthsms

advertisingdirect marketing

website social media

promotional publicity posters

street signs

customer journeyanticipation

moments of truthlayout

environmentproducts

stafffacilities

exit experience

collateralbagscards

leafletsassurance

memories reminderstriggers

after service

Brand Touchpoints

Rethinking opportunities...Reinventing experiencesRebranding:

Brand Synergy

Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction

‘Building a greatexperience is everyone’sresponsibility andnobody’s job’

“A brand is the sum of allconversations happening aroundthe brand”

Source: http://economist.redwiredesignlim.netdna-cdn.com/leanback/wp-content/uploads/2014/04/

‘Building a greatexperience is everyone’sresponsibility andnobody’s job’

“A brand is the sum of allconversations happening aroundthe brand”

Source: http://economist.redwiredesignlim.netdna-cdn.com/leanback/wp-content/uploads/2014/04/

‘ A brand is the sum of conversa;ons happening around the brand’

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Delivering the promise - Centre management challenge

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A renewed management culture? - Less landlord facilities manager More retailer partner

Centre Management TeamPA & NetworkAdministrator

CentreDirector

Fire Officer

EnvironmentalC0-ordinator Retail LiaisonClerk of Works

Bldg. Ops Commercialisation

Marketing

System &Administration






SecurityHousekeepingMaintenance

MarketingAsst CentreDirector

OperationsBldge. Srvs

New shared visions... aspirations Changing mindsets... “our people make the difference”

Creating the brand experience

“our people make the difference”

Shared visions... aspirations

‘Building a great experience is everyone’s responsibility and nobody’s job…’

Shared visions... aspira/ons Centre Management Challenge

Audiences

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Creating a WOW factor for centre target audiences

Shoppers Visitors

Tenants Investors Owners

The Community

Stakeholders Politicians

Interest Groups The Media

Staff, Partners Suppliers

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Shoppers Visitors


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Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg

Audiences

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Changing the ways consumers communicate and behaveOpening up new aspirations and opportunitiesEnabling shared sensations...emotions....memoriesCreating new experiences - both real and virtualEncouraging consumers to invent different personalities for multiple networks

The impact of digital technology:

Changing consumer mindsets and behaviour

An age of constant connectivity and instant gratification.Changing consumer mindsets and behaviour

The balance of power has shifted to consumers - they are setting the agenda for retailers to follow”

Tech savvy - moves seamlessly & interchangeably between devices Well informed - shopping as a missionRelies on online referrals, reviews, price comparison and recommendationsRequires loyalty to be rewarded - otherwise it will be short livedGrasps new concepts quickly - gets bored easilySeeks stimulation and enjoys changeHighly conscious of time and value

The empowered consumer...

REPUTATIONRespect me: Listen to customers. Actively participate in and respond to conversations and feedback on your business and brand.

Focus on consumers, not on devices - create a personalised experience

KNOWLEDGE Know me: Consumers are willing to share information - but data needs to be used carefully to maintain trust.

UNDERSTANDINGRecognise me: Take into account demographics, preferences and context when building a profile database.

ENGAGEMENTInterest me: Cut through the crowded marketplace - respond to customers’ needs, behaviours, intentions, desires and aspirations.

Appealing to the empowered consumer mindset

“In a world where screens are woven into our lives, there are more consumer-initiated touch points.”

Google

Capturing the opportunity

Create a connected experience that combines the best of the physical and digital. Build strategy around digital/physical fusion as a competitive edge.

Strengthen linkages in the customer experience.

The aim should be to achieve a more immersive, more personal and more seamless experience for the customer.

The Digital/Physical connection: The challenge for retail brandsThe Digital/Physical connec;on: The challenge for retail brands & shopping centres

Customers want choice to be in control... speed... flexibility... convenience

3 years

Shift from centralised to localised fulfilment – especially for high volume selling goods

online orders.

Click & Collect

Dyson (UK)

Experiential pop-up store in a shopping centre to showcase new range. Visitors encouraged to share their experience on social media via an Instagram printer and iPad station.

RENT A POP UP SPACE...@ STOREFRONT

Marketing strategies for Shopping Centres...Creating Seamless Touchpoints

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Photosharing

Social NetworkingVideo Campaigns

Forums

Blogging

Social Bookmarks

informed decisions

Consumers exerting positive

Website

“A brand is the sum of all conversations happening around the brand “

Customer & Market Insight

Advocacy

Viral Leverage

Conversation & Community

Create Awareness

Leverage Feedback

Develop Loyalty

Achieve a ‘virtuous circle’Talking... Engaging... Responding ‘New’ media...

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Media:fully responsive websites... search engine optimisation... blogs... social networking... forums... photo sharing... video campaigns... social bookmarks... banner ads... pay-per-click advertising... email marketing...

‘New’ media - Interactive marketing

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‘New’ media - interactive marketingProblems:

Much more demanding on internal resources

Content input and customer responseInternally driven not just externally sourced

PR & Event marketing with a difference

Video: https://www.youtube.com/watch?v=_kBz-8m6jEY (to play in full)

Experience workshop by Harrys of London: custom colour finishes ‘Tattoo Your Shoe’ by Sweeney ShoesBuy Tods and get a complimentary embossing of your initialsW

PR & Marke;ng – Crea;ng Content

Targeted, Branded, Profitable

Ladies’ Night’ Evening

homepage

Total Budget: £26,000 (ROI 9:1)

St Davids, Cardiff, WalesSuccessful tactical campaign

Colgate at Southampton’s WestQuay & SM Mall of AsiaCommercialisation..Enhancement..Detraction?

“The consumer experiences captured on our road show were highly engaging and motivating for target consumers who were exposed to them. What better way to convince of product efficacy than seeing real people's real reactions to an outstandingly”good product? The content was used as the focus of highly successful ATL, online and social activations.”

Commercialisa;on... Enhancement or Detrac;on?

Colgate at Southampton’s WestQuay & SM Mall of Asia

Building Authority

Westfield, LondonStrategic marketing

‘The Home of Shopping in London’

Strategic marke/ng Wesaield, London

Customer Journey...Opportunities

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Strategic Marketing...Digital Engagement

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Delivering the Promise

Metquarter Smolenskiy Fes;val Boulevard Esentai Mall Riviera Kaleidoscope

Delivering the promise - The Kaleidoscope Experience

Metquarter

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Luxury Shopping Centre in Liverpool, UK

site of the grand former Post Office and retains original façade

competing against Liverpool ONE (the largest open air shopping centre in the UK and the 10th largest overall)

Exchange, M.A.C, Timberland, Jack Wills, Gieves & Hawkes, All Saints, Daniel, Diesel, Fossil, Kurt Geiger, LK Bennett, Links, Mococo, Urban Calm, TM Lewin, Tommy Hilfiger. Patisserie Valerie, Costa, Carluccio’s, Caffe Novecento

Our Role:Brand name, strategy and positioning, brand identity and communications, signage, centre design (interior/exterior), website, marketing.

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WELCOME

WELCOME

TOILETS

ESCALATOR

LIFT

CINEMA

MOTHER &CHILD

RESTAURANT

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5?JJ©NJ?OSC .PMHCARGLE©U?JJ©QGEL

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Hanging Sign

Metquarter#WINTERWONDERFUL

Turning Followers, Likers and Instagrammers into shoppers

INCREASE IN YEAR-ON-YEAR DECEMBER SALES

+35%

+4%

+94%

+2%

+10%

MQ FLOWERS

+9%

+4%

+29%+9%

RESULTS

+96%

+94%

857,98822,693+121%+23%

LIKES INCREASED

TOTAL REACH

TOTAL SHARES

FOLLOWERS INCREASED

FOLLOWERS INCREASED

INCREASE IN TOTALSOCIAL MEDIA FOLLOWERS =

Digital Marketing Campaign

Smolenskiy Passage, Moscow

Luxury Shopping Centre In Russia

epicentre of Moscow metropolitan life

Our Role:

Luxury Shopping Centre In Russia

epicentre of Moscow metropolitan life

Our Role:

Smolenskiy Passage, Moscow Aeer

Smolensky Passage Magazine_July 2012 : 6

Каталог: Обложка


Интервью со знаменитостью: Визуализация



Каталог: Обложка


Интервью со знаменитостью: Визуализация


Shopping Mall, Russia

Our Role:

Festival, Moscow 2005

Creating Memorable Signatures


Our Role:


Creating Memorable SignaturesShopping Mall, Russia

Our Role:


Creating Memorable Signatures


Our Role:


Creating Memorable SignaturesFestival Shopping Centre, Moscow

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2012

2005 Before

SCG London Page 37

Festival - Concept Reconception

2005 - Challenge

Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.

2012 2011-2012

Refreshing existing brand concept up-to-date.

SCG London Page 42

About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Real Estate: Festival: Shopping centreReal Estate – Festival

FESTIVAL BRAND REFRESHMENT 2010

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Luxury fashion shopping centre, located on stylish Kings Road in Jeddah, Saudi Arabia

international fashion brands

wealthy, elite target market - both men and women

elegant, create monogram and dynamic brand textures

structures through adding key features and design elements

features, screens, balustrades, seating, canopies and terraces

Our Role: Identity development, signage and wayfinding, brand strategy and social media marketing campaign, shopfront guidelines, lighting, landscaping and design treatments throughout.

Before

After

Boulevard

Brand Concept & Digital Marketing Boulevard Fashion Blog

Boulevard, Jeddah, June 2015

Riviera Transformation challenge Concrete fortress... Regeneration catalyst

Riviera Creating a vision

Riviera - Brand guidelines 1

Brand Guidelines


Riviera is for... shopping, fashion, food, ideas, experiences, leisure, events, entertainment, culture, socialising…

A unique venue… for everyone and for all occasions

A unique venue

1. The brand

Riviera is special. There’s nowhere else like it in Moscow.


A place for everday shoppingis...

A unique venue

1. The brand


A premier fashion destinationis...

A unique venue

1. The brand


An inspiring place to beis...

A unique venue

1. The brand


is...A bustling destination

A unique venue

1. The brand


A sense of freedomis...

A unique venue

1. The brand


A place for friends and familyis...

A unique venue

1. The brand


A place for celebrationis...

A unique venue

1. The brand


We create Looking at things differently; imagining ideas and possibilities

We achieve Aiming high; planning for success

We engage Opening up opportunities; building loyalty; working collaboratively

We stimulate Exceeding expectations; creating surprise, delight and interaction

We deliver Acting with integrity, reliability and accountability

Vision & values

1. The brand

Our values

July 2015

Kaleidoscope Shopping CentreBefore

AfterKaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.

in one place

Our Role:

Before we started... A vision to turn a sterile site into a first choice place to be...

До начала работ ...Before we started... A vision to turn a sterile site into a first choice place to be...

До начала работ ...

Kaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.

in one place

Our Role:

Kaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.

in one place

Our Role:

The final logo and message “Always Different, Always Yours”


Gracias Contact SCG International

W: http://www.scg.international

T: + 44 (0)20 7371 7522 London, UK

Email us at [email protected] [email protected]

[email protected]

Latest trends in shopping centre branding, marketing and design

Real Estate

brand synergy awareness

destination brands brandequity

service brand touchpoints

place brands destinations

promise customer visit

capital value d

renewed management culture

added value experiences