The world of retail and shopping is constantly changing, as are the layouts, role and content of the shopping centers. We believe that in the coming years finding ways to promote interaction and personalized relationships with visitors, as well as the integration of e-commerce, will be key.
Shopping centers will increasingly be more experience and shopping media oriented
For these reasons we developed a plan focused on innovation, designed to improve and personalize the visitors’ customer journey through experiences and initiatives which enhance the role of shopping centers as entertainment hubs and meeting places.
We structured our idea of shopping center around 6 key words:
Identify solutions that make shopping more engaging and experiential in order to impress visitors: experience oriented shopping center
“Experience to be lived” project has already been introduced in 2 shopping centers (Punta di ferro and Città delle Stelle) in 2018. Three more shopping centers will be involved from 2019.
SOCIAL SHOPPING CENTER
Entrench the Shopping Center in its local area promoting good relations and social behaviour in order to establish ties, exchange knowledge and carry out projects of common interest.
Transfer within the shopping center of the rationale and dynamics of a social street, phenomenon first created in Bologna in via Fondazza in 2013, now including over 100thousand people, not only in Italy
Focus on visitors, establishing unique and special relations
Introduce and manage a set of tools which enable us to improve our customers’ journey, also by means of new technology.
Connect the online and offline shopping experience
Offer recreational opportunities within Shopping Centers, enhancing their role as an entertainment, activity and meeting location.
Offer innovative, exclusive and inclusive evfents (also through co-marketing activities) as part of the approx. 540 events held every year in the IGD Shopping Centers.
We will work on the merchandise mix in our malls on order to provide visitors with products that better reflect current trends:
A lot of work was done in 2017 on the pre-letting of the extension of ESP shopping center in Ravenna, which resulted in an occupancy of 97% at the opening on 1 June 2017 (only 1 store was vacant). We worked in the same way on Città delle Stelle shopping center in which a restyling and a remodeling were taking place; the occupancy stood at 97% at the end of 2017.
With a view to increasing the offering of categories that are less influenced by the development of online sales and be in line with the new trends, we changed the merchandise mix through brand rotation and introduction of new trademarks. Between 2016 and 2017, for example, 53 new brands were added to our malls, including 6 dental clinics (bringing the total to 14).
In 2017 540 events were organized in our shopping centers in Italy, an average of 22 per center. Priority was given to events which allowed for an even closer online and offline relationship; socially minded events focused on inclusion; cultural and artistic initiatives and, lastly, events focused on the needs of our visitors, like free health examinations.