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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.

“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.

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.

In view of the war events in Ukraine with incomprehensible suffering for the civilian population, the retail alliance “Leben gehört ins Zentrum” (“Life belongs in the center”) together with the German Council of Shopping Places have launched a broad Ukraine donation campaign. The donations will be used for medical supplies. The campaign is launched in cooperation with the University Hospital Schleswig-Holstein.

“Looking at the digital transition, ECSP members are certain that the future is omni-channel.”

EXPO REAL is experiencing a strong tailwind from a successful IAA Mobility, which proved that Messe München’s hygiene and safety concept works.

With the much-anticipated reopening of non-essential shops finally here, businesses will be welcoming locals back into their stores. For one street in Poole, the 2021 easing of lockdown is particularly exciting: Poole’s Kingland Crescent has been completely revamped as part of LGIM Real Assets strategy to re-invent and re-position their retail places.

“In our survey, many of our visitors told us that they would like to continue to see features that minimize the spread of infections, such as touch-free shopping, and that will be at the forefront of our minds as we upgrade our centers and embark on new projects.”

MAPIC will be held at the Palais des Festivals in Cannes from 17 to 19 November, 2020. Its theme of Embracing Collaborative Retail, along with the entire programme, has been designed to support and give an extra boost to the international retail property industry, which has been hit hard by the current health crisis.

“If we take a look at the commercial density figures, we find that Spain is below the European average – and even more so in relation to countries such as the USA, where the density is six times higher and the shopping center model is very different from the one in Spain.”

Retail parks were long considered a necessary evil. However, their image changed drastically as they defy online retail due to their function as local suppliers. They now have the full support of customers, tenants, and investors.

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