In the new volume, this month Hi Retail presents the retail revolution. As a summary of all the advice and ideas that we have been sharing on this topic, we will take a journey through the different opinions that are presented in this publication. The retail industry is facing a two-sided situation, where e-commerce is constantly growing while customers are increasingly looking for physical stores.
As a result of this new scenario, many e-commerce players are opening their own spaces to be closer to customers and satisfy their needs. More than ever, people is expecting to find places to meet with others and have dynamic experiences through artificial intelligence, augmented reality or technological advances. Join us to discover how centres are adapting to become places of experiences and help cities and communities!
Adriana Asensi, Head of Management at Carrefour Property, reminds us of a fundamental statement for our industry: Spaces are designed to connect with the public through experiences, creating community and becoming small cities in the area. It is important to bear in mind that shopping centers must satisfy the needs of each one of the citizens who live in the cities where they are located, in addition to being able to help them solve their problems.
Spaces are designed to connect with the public through experiences, creating community and becoming small cities in the area
In the same way, it is important to offer a wide variety of leisure activities, which can cover the different tastes and preferences of the community. At Carrefour, they also implement commercial spaces that contribute to the well-being of customers. For example, during the pandemic they gave spaces for health administrations to provide vaccines against COVID-19. In this way, they were able to show that shopping centres are part of the city, and a very important one.
João Pedro Santos, Head of Conceptual Design and Architecture at Reify, focuses on the transformation that shopping centres are achieving in cities, generating spaces to meet through mixed use. João highlights that, at present, customers want to go to physical spaces in search of experiences and sensations. The main tool we have to address this need is omnichannality, where the best of each space converges through technology, which makes it possible.
Customers want to go to physical spaces in search of experiences and sensations
In the future, it will be key to understand shopping centres together with the development of mixed-use spaces: Cities will become destinations that integrate culture, leisure, offices and residences, among many other sectors. In this way, shopping centres integrate cities and transform them, hand in hand with innovative, sustainable and inspiring projects.
Andrés Varela, Deputy Director of the As Termas Shopping Centre, reminds us of the responsibility of shopping centres based on their location, since they contribute to the economy, urban planning and commercial formats of the city. We should remember that the customer always has the last word and that we are the ones who must constantly adapt to their way of life.
Not only must we get involved in the model of the city where we find ourselves, but we must also adopt its ideas and its way of understanding the city. As a result, customers will interpret the centre as part of their life and their own reality, they will feel identified and proud.
We should remember that the customer always has the last word and that we are the ones who must constantly adapt to their way of life
Marisol Álvarez, Director of Marketing and Communication at Carmila, highlights the proximity between shopping centres and people as a tool for the ultimate goal of the industry: to simplify people’s lives and improve the day-to-day life of customers and merchants. Marisol understands shopping centres as living spaces, meetings, walks with friends, lunches with family, NGOs, local associations, among many other actors that turn them into cities.
For this reason, she argues that shopping centres must create links between these members so that they communicate through a harmonious dynamic. To create this feeling of belonging and integrity, we should guarantee that each of the parties perceives itself as a fundamental piece of the same structure that works continuously in search of common interests.
Shopping centres must create links between these members so that they communicate through a harmonious dynamic
Augusto Lobo, Director of Retail at JLL, contributes his vision of shopping centers as «mini cities», where different services must be integrated. Not only should it be a set of stores, but it is essential that they offer a good location, a commercial mix and a safe shopping experience for all customers.
An increasingly important trend is the established relationship between commerce and leisure. For example, the search for a healthier lifestyle is reflected in stores focused on well-being, such as healthy food options, spaces for health and aesthetics, gyms and areas for social interaction, among others. In the same way, it is important to incorporate technology as a tool to facilitate these spaces and the continuity of commercial activities: access to physical spaces, the combination of purchase in store and delivery at home or click & collect are some of the mandatory methods that should be integrated in the process.
An increasingly important trend is the established relationship between commerce and leisure
Víctor Fernández, Asset Manager at MERLIN Properties, argues that, to be successful, shopping centres must «create a city», integrate with cities and act as poles of attraction and regeneration in their area. This is due to the fact that centres bring life and activity back to areas of abandoned buildings, through the experience of shopping, leisure and culture.
Among some of the most important strategies they put into practice, we can find spaces focused on meeting and fun, interior and exterior renovations, avant-garde and functional spaces, the creation of pet-friendly spaces and the organization of events, concerts. and cultural activities.
Shopping centres must «create a city», integrate with cities and act as poles of attraction and regeneration in their area
Claudio Poltera, Director of La Torre Outlet Zaragoza, highlights the creation of attractive environments focused on the customer and with the aim of offering an unforgettable and safe shopping experience. As a result of this approach, they implemented the innovative outlet modality, which offers discounts but also offers the possibility of numerous leisure options.
Outlets are one of the better options to position a city, in this case Zaragoza, as a fashion shopping essential point. The reason is clear: they act as catalysts for national and international tourism. In addition, the outlet format is successful not only because of the brand-price relationship it offers, but also because of its area of influence, much wider than that of other shopping parks.
Outlets are one of the better options to position a city as a fashion shopping essential point
With all these different and diverse experiences, opinions and points of view, we have a clearer picture about the present and the future of our very exciting industry. Let’s continue daring to implement new strategies and approaches that allow us to get closer to customers and offer them unique and unforgettable experiences!
