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If it is true that a shopping center has to be a distinctive brand, then it needs the right Christmas decoration. “Never from the catalog, never off the shelf” is First Christmas’s motto. The decoration specialist therefore produces no catalogs, instead featuring a large design department with interior designers, lighting designers, and set builders.

The concept of what constitutes a good “brand” is not always clear in a retail context, let alone within the shopping center world. It is tempting, and indeed quite common, simply to refer to a brand by name – the world’s great brands such as Apple, Coca-Cola, Louis Vuitton etc. are instantly recognized by name. But what’s in a name and what makes a great brand?

Customers are constantly being offered more opportunities and methods for consumption, both online and offline. Every retailer has to recognize and follow this trend in order to avoid losing out to the competition. We must find a combination of e-commerce, mobile apps or social media, and traditional retail stores. Today’s end consumers are digitally networked at all times and around 63% of buyers use devices like mobile phones and tablets to learn about products in advance or to buy them online.

As the retail and shopping center climate continues to heat up across Europe and ongoing investment strongly suggests that the future looks promising, it is vital that we remain clear on what it is that really drives our market: the people within it.

More and more consumers are shopping with smartphones and tablets. Shopping center operators are trying to capitalize on this trend towards mobile commerce in myriad ways.