UNIBAIL RODAMCO et COTE CLIENTS interviennent au MAPIC pour présenter leur vision de ce qui continuera à faire venir les clients de demain dans les centres commerciaux et en magasin. Il s’agit d’un retour d’expérience conjoint d’UNIBAIL RODAMCO et COTE CLIENTS basé sur : De nombreux secteurs en Europe : Centres commerciaux, Alimentaire, Prêt à porter, Sport, Equipement Maison, Meuble/Déco, Restauration, Beauté/Santé Plus de 50 marques/magasins, 130 centres commerciaux en Europe Plus de 100.000 consommateurs interrogés A partir des résultats d’études Qualitatives/Quantitatives réalisées par COTE CLIENTS et éclairée par UNIBAIL RODAMCO, la conférence livrera les enseignements principaux pour chacun des grands leviers conso : Digitalisation des lieux de commerce Nouveaux concepts de magasins ou centres, vitrine, stimulation marchande Mixité de scénarios, expérience augmentée, allongement des scenarios de visite Commercialisation et débanalisation de l’offre, zoning thématique et visibilité de l'offre … Et au-delà de ces leviers, quelle mixité de vocation des lieux de commerce demain ? Quelle place à l’avenir pour les loisirs et le non-marchand VS le shopping pur ?

1. What will keep tomorrow's European customers
coming to physical malls and stores…
Christophe NOEL
Benjamin MESUREUR
Gil ARBAN

2. Strategic consulting,
Marketing & organizations
www.dia-mart.fr
Customer research,
Mystery shopping
www.cote-clients.fr
Retail design,
Visual merchandising
www.uxinsitu.fr
Dia-Mart is the French member of Ebeltoft
Attractiveness Customer experience Commerciality
Cross-channel Digital In-Store

3. Clothing
Beauty
Housing
equipment
DIY Food
Real
Estate
Premium

4. Strategic
Concepts
Ad Hoc
Mystery
shopping &
Satisfaction
barometers
Quali
(focus groups,
interviews…)
Customer
Orientation
COS®
100,000 consumers surveyed / 50 brands/stores / 130 malls in Europe

5. Why do we have to worry about declining
traffic in shopping centers and stores ?

6. Economic stagnation + Budgets’ trade-offs not in favor of Retail
= STABILITY OF CUSTOMERS SPENDING
+ 3% commercial m2 per year + ½ pt internet market share
= MECANICAL LOWERING of TURNOVER per M² of 3-4%
+1.0%
+0.5%
A sustainable erosion of footfalls
+1.3% +0.2%
+1.7%
-1,2%
-1,3%
-0,8%
-1,7% -0,1%
106
104
102
100
98
96
94
92
90
2009 2010 2011 2012 2013 H1-2014
Source: CNCC
Footfalls evolution in France
Unibail Rodamco
(rebased to 100)
Shopping centers
(rebased to 100)
105
95

7. Not only a matter of visiting malls…
Declared evolution of the visit’s frequency
More and more often Less and less often
Opening example of the new mall in Marseille « Les Terrasses du Port »
-30% turnover for city-center stores during the weeks following the
opening
-5% to -7% traffic since then
Source : http://newsinmarseille.com//
City Centers
Shopping Centers
18% 39%
15% 44%

8. You need to create your attractiveness
Households’ final consumption expenditures by type
16 000
14 000
12 000
10 000
8 000
6 000
4 000
2 000
0
2.655 €
3.750 €
1960 1970 1980 1990 2000 2008
Euros par habitant
Communications
Communications
Health
Housing, water, gas,
electricity & other fuels
Transport
Other goods & services
Leisure culture, restaurants
Furniture, houseware,
everyday maintenance
Education
Santé
Logement, eau, gaz, électricité et
autres combustibles
Transport
Autres biens et services
Loisirs, culture, restaurants et hôtels
Meubles, articles de ménage et
entretien courant de l'habitation
Education
Food and drinks (excl. Alco.)
Produits alimentaires et boissons non
alcoolisées
Articles d'habillement et chaussures
Clothing and shoes
Liquor & tobacco
Boissons alcoolisées et tabac
Note : Les postes sont présentés suivant l’ordre de croissance la plus rapide ; * en volume : corrigé de l'effet de l'inflation.
Source : Insee, comptes nationaux.
Note: expenditure types are shown in order of fastest increase ; * in volume : inflation effect corrected
Source: Insee, national accounts
Euros per resident
1.360 €
3.106 €
+95%
+21%

9. Shopping remains a leisure activity
Shopping in the 60’s Shopping in 2014

10. Making the customer’s path much smoother

11. Comfort VS Sophistication
UMPQUA Bank Beaugrenelle
La Halle
Atlantis

12. 52%
43%
50% 52%
39% 38%
51%
47%
35% 36%
48%
40%
22%
29%
34%
8%
17%
10%
5%
13%
3%
9% 7%
25%
16%
7% 6%
38%
17%
7%
% Very
satisfied
% Dissatisfied
Some basic steps of customer’s path
still need to be better addressed

13. Digital In-Store: a lever of efficiency first!
Digitalization to deliver
efficiency
Digitalization to entertain
or to enlarge the offer?
We have enough high tech at
home. We don’t need to come here
to place an order online.

14. The main level of stimulation: the offer

15. Different kinds of expectations
BASICS PERFORMANCES
Capacity to develop customer delight
Capacity to decrease customer dissatisfaction
high
low
low
high
BONUS
Negative impact if
badly rated
Positive impact if
well rated
No impact if badly
rated
Positive impact if
well rated
Negative impact if
badly rated but no
impact if well rated
No impact if
well or badly
rated
SECONDARY

16. The offer, at the center of expectations
Performances
Bonus
Capacity to develop customer delight
Capacity to create customer dissatisfaction
high
low
low
high
Basics
• Safety
• Cleanliness
• Ease of purchase / efficiancy
• Advices throughout the visit
• Salesmen availability
• Choice of brands/stores
• New products offer
• Choice of products
• Where I feel good / Comfort
• Confidence in the brand
• Modern retailer
• Price-quality ratio
• Competitive prices
• Salesmen competence
• Services
Secondary
• Best prices guaranteed
• Committed to substainable development

17. The available offer often remains a high
The increase in real traffic for the stores
On average, 2,1 stores visited
100 visitors x 2,1 stores = 210 visits
100 visitors x 2,5 stores = 250 visits
potential to develop
+20%
Visible part of traffic
for retailers
AWARENESS OF RETAILERS Customer No customer
Food 88% 58%
Locomotives 59% 32%
Recent stores 44% 18%
Stores 36% 17%

18. The importance of shopwindow, especially
during periods of weak business !
More than 200.000 observations
December-Christmas vs Standard period in March
Attractiveness: 5% vs 7%
Have stopped and/or looked at the shopwindow
4% vs 5% of customers looked at the
shopwindow without stopping
1% vs 2% of customers observed the
shopwindow and paused for a moment
SHOPWINDOW IMPACT
0,31% vs 0,59%
of customers entered after observing the shopwindow

19. How to stimulate the offer?
Which communication for the malls ? Which communication for the retailers ?
They have to tell the customers that this brand is
the only shop of this brand in this area
Eleven Paris, it’s not known by everyone:
what do they sell exactly?
I would love to have new shop brands
in my town! No, I didn’t know this shop brand!
Is it new?

20. Customer’s expectations towards the offer
The access to the « basic shop brands » is a constant expectation
We don’t have the basic shops!
We miss Zara, Ikea, H&M,
Castorama, Fnac…
In the bigger towns, they expect a more original offer
I once discovered the Zodio store, it’s great!
Why don’t we have it here?!
They open new malls but it’s always the same
brands!! Here we have 4 H&Ms, 4 Celios ..
The offer has to be renewed in order to appeal the customers again
Can’t wait for Primark
to come here!
We need to discover new products
and brands! It’s always the same stuff!
When I first came to Nice I thought it was too
old fashioned here. You could find all the stuff
the Parisians didn’t want to wear!

21. Boosting traffic with new engines
We don’t want to spend all afternoon
buying groceries….
... We prefer to find a cool place to buy some stuff,
eat something and have fun with the kids.

22. Mixed scenarios of visit keep increasing
Evolution of visit’s drivers in shopping centers
Food
Shopping
Paid leisure
(cinema, restaurants…)
Free leisure
(walks, animations…)
2000’s
63%
42%
4%
1%
2014
48%
53%
9%
9%
Projection
2020
40%
60%
15%
15%
110% 119% 130%

23. Enjoy yourself rather than only buying!
Let’s buy!
Efficient and basic shopping
Let’s buy in a pleasant place!
Improved forms of shopping pleasure
I enjoy life + I buy
Combine shopping and leisure
in a nice experience
A wider purpose and a new
concept
The mass consumption
temple !
Theme malls with walking
facilities

24. A mixed offer of services
Buying products is no longer the only
Shops take the initiative of animations
reason to come
Affordable leisure is preferred
to adventure leisure

25. Why will restaurants play a central part in
the new orientation of the malls?
The dining Experience Unibail-Rodamco

26. A new range of malls for both
collective and selfish needs
SHARING & AUTONOMY
Adapted offers to the needs of modern families
&
A family day where
no one gets bored!
I can go there with my children. We can spend time
together and we can also split and go for each one’s
activities and meet again later for a bite.

28. Benjamin Mesureur
Directeur associé
E-mail : b.mesureur@coteclients.fr Gil Arban
Directeur associé
E-mail : g.arban@coteclients.fr