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24 Sep 2013 ... KIDDIE BOATS ... Control of Compliance with 3rd party's and Center's Rules and ... 3rd party partners give access to a network/portfolio.
The Second RSTC Conference (24.09.2013) Retail Profile Russia

Budget and profits: Additional Income in Shopping Centers Martin Lundvall

The SpaceandPeople Group Overview

Additional Income Categories

Kiosks

Food Kiosks

RMU – Retail Merchandising Unit

Rail RMU

Pop up shops

MARIE-CLAIRE PRESENTS THE MAYBELLINE STORE, COVENT GARDEN

AINHOA CITY SPA ST PANCRAS, LONDON

JAKEMAN’S SECRET SWEET SHOP WHITELEYS SHOPPING CENTRE

Vending Machines

ATMs & Payment terminals

Seasonal Markets

Gökmen, Billstedt

Promotions 5 Types: Brand Experience – National and International Brands Brand Experience – Local Customer Acquisition Retail on a Promotion Space User Pay Experience

L’Oreal

Kodak

Davidoff

Brand experience

National and International Brands

Brand Experience

Local Promo

Customer Acquisition

“Protail” Retail/service on a promo space

User pay experience

SNOWGLOBE

INFLATABLE SLIDE

KIDDIE BOATS

WATERBALLS

CLIMBING WALL

BUNGEEFLY

CHILDREN’S TRAIN

ZOO RIDES

Advertising/Media

Digital

Gift Cards

Loyalty Programs

Sponsored Events

How much can my Center generate? Assessment/evaluation

Who is the client?

Optimization of the space

Promotion Space

P

RMU

R

2nd RMU

R2

Kiosk

K

R

P

R

R R

R R

K

K

Who will lease from you? How much are they willing to pay? Canvassing/pre lease

Finding New and Interesting Products and Merchants in order to: • Enhance Center’s image and merchandise mix • Optimize revenues • Create a competitive edge for the Center • Provide a fun and friendly shopping atmosphere

Resources In-house vs. Outsource?

Apple to Apple

Dedicated Resources •

Leasing resources x 2 + QA Controller



Media Sales KAM



Designers/visual merchandizers



Operations, Maintenance (technical support/move-in move-out)



Billing and Accounting Process Management



Legal (short term agreements, 3-6 month)

Management Duties

• • • • • • • •

Canvassing (weekly) Concept approval Lease signage with tenants Move-in, move-out and rotation Visual merchandising control

Managing and coordination all the works processes with Management company Control of Compliance with 3rd party’s and Center’s Rules and Regulations Documentation

Tenants “Policing”

 to ensure tenants comply with agreed standards  to increase tenants sales  check lists  visual merchandising control  sales trainings

Working with “stand alone” shopping centers in the regions on commercialization

Weaknesses Market recognition Locations less worth for advertisers/retailers, not part of a network/portfolio Geographical “challenges” Opportunities 3rd party partners give access to a network/portfolio Market recognition increase (for free) Increased value of locations Access to international/national brands both for promo/advertising and retail.

Dead Zones

Make the zone a destination – some ideas from abroad… • • • • • • • • • •

Convert the area to a play zone – design the area concept based on the layout Indoor miniature golf Place a bookstore or library with nice seating. Put vending for drinks and snacks Crafts work corner for kids Children’s events. Lease it to a educational partner (language schools for ex.) Men’s corner – biliards, beer bar, sports bar Kiddie ride area – pay to ride machines If location allows, turn into a dance studio, martial arts studio.. Marketing events – bridal fairs, art shows, farmers markets

• User pay experience promotions

Thank you for your attention!