When we think about the future of property management during the post-Covid 19 era, it is essential to consider three key aspects: the omnichannel strategy, flexibility and sustainability. In the new environment the world is facing, it is important to create a balance between the different management channels and make the retail properties more flexible, so that it is possible to adapt them to the corresponding needs and uses. Likewise, sustainability is a mandatory principle that must be present throughout the entire commercial process.
Information plays a key role when uncertainty is present. During 2020 and 2021, users and owners have expressed their need for data in order to make decisions and analyze their situation. That is why reporting and advisory actions were required. Thanks to measures such as the acceleration of digitization, the rapid handling of data and the processing of information, they were able to draw conclusions about their investments, the impact on retailers and users of retail properties. The key actor who mediated between the owner and the retailer was the asset manager. Thanks to this communication structure, a balance was achieved in the occupation of spaces.
Thanks to measures such as the acceleration of digitization, the rapid handling of data and the processing of information, owners were able to draw conclusions about their investments
It is true that the retail industry was already undergoing a transformation process as a result of the emergence of e-commerce. With the pandemic, this process deepened as it became evident that the omnichannel strategy is the right path and that physical and online stores must be combined. The physical and online markets established a symbiotic relationship, known as the halo effect, in which the physical store has a great impact on Internet sales.
An omnichannel strategy is the right path and physical and online stores must be combined
The question is: What are users looking for in shopping centres? It was always about the customer experience, but that characteristic must be highlighted through flexibility, with the aim of providing a great variety of different services. This transformation is possible thanks to the various technological tools that we currently use.
For its part, sustainability implied, at first, energy efficiency in buildings and, at present, it encompasses other concepts such as the well-being of users, air quality and ventilation in spaces, needs highlighted by the owners. Faced with the climate emergency, the objectives of reducing greenhouse gases, implementing the use of renewable energies and achieving energy efficiency by 2030 and 2050 have been set, with the ESG criteria as the guiding principle.
It is necessary to implement a less rigid administration of commercial spaces and to be willing to change and adapt the uses of a space according to the different circumstances. If we apply these concepts and materialize them in our daily work, we can make shopping centers even more inviting and alive.