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Susan Hagerty Bonsak is CEO of Placewise. /// credit: Placewise

EXPERIENTIAL RETAIL: SHAPING THE FUTURE OF SHOPPING CENTERS

Shopping centers—including multi-use, regional, luxury centers, and outlet malls—should always be looking for ways to increase traffic and maintain loyalty among existing shoppers, as well as attract new visitors. This article by Placewise CEO Susan Hagerty Bonsak delves into how experiential marketing can help centers evolve into vibrant community hubs. Let’s explore a hypothetical event, Sensory Spring Fest, which uses experiential marketing to create engaging activities, drive sales, and build strong community ties.

credit: BBE Retail Consultancy, WOW Concept

CUSTOMER HAPPINESS NEEDS TO BE REFLECTED IN TURNOVER FIGURES

True retail experience represents a major opportunity to inspire and retain customers when they visit a store – perhaps the only opportunity, says Dr. Johannes Berentzen, Managing Director of retail consultancy BBE. Yet, how can experience and, by extension, success be measured? In an interview with ACROSS, the strategy consultant talks, among other things, about how and why we need to rethink space in brick-and-mortar retail, which key figures we should question, and what role technology plays in the process. The underlying challenge: The successful implementation of good ideas requires creativity, entrepreneurial courage, and the necessary funds.

André Stromeyer is the Managing Director at HBB Centermanagement. /// credit: HBB

RETAIL REAL ESTATE IN A STATE OF CHANGE

In order for retailers and retail property operators to inspire and retain customers in the long term, it is essential that they rethink their spaces and develop innovative concepts, according to HBB. Such new approaches include the redefinition of multi-sensory shopping experiences and strategies to enhance the customer experience.

Gutterball (left) is the company’s family-orientated bowling offer, while Level X (right) combines multiple family entertainment concepts under one roof. /// credit: Lane7

LANE7: “WE ARE THE NEW SHOPPING CENTER ANCHOR”

The bowling concept is opening its first location in continental Europe with The Playce in Berlin. The British company’s appetite for expansion does not stop there. Tim Wilks, founder of the concept, explains in an interview why bowling, in particular, is a successful format, how he guarantees footfall for shopping center landlords and other tenants, and which markets and locations are on his list.

credit: Breuninger

“WE DON’T THINK IN TERMS OF INDIVIDUAL CHANNELS – WE THINK AS A BRAND.”

Breuninger has been pursuing a consistent omnichannel approach since 2008. Ideally, customers should feel no difference between the channels. At the same time, the openings in Munich and Hamburg are a clear statement in favor of brick-and-mortar retail. ACROSS spoke with Alexander Entov, Managing Director of Breuninger’s Department Store in Munich, about what positive experiences “made by Breuninger” look like, why there should be no separation between the offline and online worlds, and why customer feedback is ultimately the most important factor.

RETHINKING BRICK-AND MORTAR RETAIL IN ORDER TO REDEFINE SUCCESS IN RETAIL

In an era in which e-commerce has gained significant influence, brick-and-mortar retail faces various challenges. These challenges have created an opportunity to rethink and renew the conventional shopping experience. The Turkish retail world is one step ahead when it comes to experience-oriented retail. Turkish shopping centers and young brands, in particular, offer their customers products as well as experiences that go far beyond shopping. Many brands are bringing this philosophy to Europe as part of their expansion strategies.

credit: ACROSS

“Rethinking floor space – How to Increase Experience per Square Meter”

Retailers who can always find answers to consumer needs will survive. Here are some great examples of retailers that are already (re-)thinking floor space and stage themselves for the customer, appeal to all their senses, create a holistic experience, and whose success can no longer be measured in mere sales figures.

credit: Mallcomm

WHY COMMUNITY IS THE BIGGEST THING WE’RE NOT TALKING ABOUT

Hardly any other word has characterized the real estate industry lately as much as transformation. It describes many different aspects and involves all stakeholders. However, one area that is often neglected is community building. We are ignoring the most critical group: the users and consumers. David Fuller-Watts, CEO of Mallcomm, explains in this interview what community building should stand for today and what the real estate industry, including proptech, needs to do to serve their communities’ changing needs.

credit: Stratosferica

Utopian Hours Festival Turin: Taking an international look at cities and rethink them.

Utopian Hours, taking place 18-20 October in Turin, Italy, is a three-day international event organized by urban knowledge agency Stratosferica, showcasing and discussing new concepts and inviting guests and audiences to suggest a new way of conceiving human evolution. Starting from the first edition in 2017, the festival aims to give for the eighth time a voice to the people behind these changes: City makers, activists, architects, and innovators share their experiences and stimulate new visions for the future and concepts of cities. ACROSS spoke to Daniele Vaccai, Project Developer at Stratosferica, about the festival, its program, and speakers.

credits: ON running, saint laurent bebylone, freitag, pj.lobster, the (any)thing, veja

Ten Of The Coolest Stores In Europe

The General Store, an Australian consulting agency, presented the 50 coolest stores in the world at the World Retail Congress in Paris. According to the consulting agency, the so-called coolness factor is of great importance at the moment: in addition to design, service, and impressive experiences, creativity, cult status, and commercial viability were decisive factors in the evaluation.

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.

People on the move: Angelus Bernreuther is leaving Kaufland

Angelus Bernreuther, Head of IR at Kaufland Stiftung & Co. KG and member of the ACROSS Advisory Board, will leave the international foot retailer Kaufland end of July. He worked with Kaufland seven years. After a short break, he will be taking on a new position in the German real estate business.

Designer Outlet Croatia, managed by ROS Retail Outlet Shopping. /// credit: ROS Retail Outlet Shopping

ROS Retail Outlet Shopping Becomes Part Of The French Property Group FREY

ROS Retail Outlet Shopping, the 4th largest European operator with 12 managed outlet shopping destinations in 7 countries, has been acquired by the French FREY Group, a developer, investor and manager, and a real estate company listed on the Paris stock exchange, specialising in the development and operation of open-air shopping centers in Europe.

Francesco Pupillo is the MAPIC Director

“GOOD SHOPPING CENTERS SEE THEMSELVES AS STAGES”

The most difficult times are behind us and retail has proven to be resilient, states MAPIC Director Francesco Pupillo. As such, this year’s MAPIC will once again be clearly focused on matchmaking and brands – especially dynamic brands that are part of experiential retail.

Gymshark store on Regent Street, London. /// credit: Gymshark

Gymshark Targets Global Expansion

Gymshark is looking to open more stores globally as its first physical store on Regent Street in London has exceeded expectations and its second store at Westfield Stratford has just been opened.

Norbert Scheele /// credit: C&A

RETAIL OFFERS AN ATTRACTIVE WORK ENVIRONMENT – THAT REALITY NEEDS TO BE BETTER COMMUNICATED!

Norbert W. Scheele has worked for C&A in various functions and countries for more than 40 years. Not only does he have four decades of first-hand experience dealing with change in the retail sector, he has also overseen the expansion into Eastern Europe. At a time when the mood in the world of retail is more divergent than ever between the East and the West, when the middle segment is shrinking in favor of luxury and discount stores and consumers as well as employees seem to have become more and more demanding, it is all the more worthwhile to take a look at the situation and the development of retail in Austria and Europe with an experienced retail expert like Norbert W. Scheele. For 6 years he is as well vice president of the Austrian retail association.

Credit: MCARTHURGLEN/DANIEL BOINTNER

DESIGNER OUTLET PARNDORF: SUMMER TIME IS SALES TIME

Parndorf is a great example of how tourism is increasingly linked to shopping. This summer, Designer Outlet Parndorf will again come up with special campaigns and attractions to create a special summer vacation feeling for the whole family. Mario Schwann, General Manager of Designer Outlet Parndorf, expects the record year 2023 to be outperformed again, with strong tourism figures from Austria, cross borders and the EU contributing to this – Non-EU-tourism performance is also showing a positive trend.