Creating places where people want to be - Adapting to a consumer led market

1. Creating places where
people want to be
- Adapting to a consumer led market
November 2014

2. Agenda
Definitions and Challenges
-wow factor
-brand touchpoints
-brand experience
The Changing Consumer
- millenials
-social media
- marketing challenge
Delivering The Promise
-OZ
-Kaleidoscope
-Smolenskiy Passage
-Festival
-Riviera

3. Who we are
International strategic branding
and design consultancy
We Retail:
work in the retail, financial,
real We estate deliver a and total
corporate sectors
customer experience
From new start-ups to existing
chains, niche speciality to large
format stores, our work
positively impacts on retail
performance and profitability. M.Video

4. What we do - Real estate
23/04/2008 19:10:24
49
Galactica Park_Brochure_April 2008.indd 49 23/04/2008 19:10:35

5. Shopping Centres... Place brands
Destinations where people meet, eat, relax, indulge,
work, rest and play... and shop...
A community venue to promote wellbeing and lifestyle
activities
A place where people want to be!

6. Definitions
As a destination brand a shopping centre must...
- Create added value experiences for visitors
and shoppers
- Optimise tenant sales performance
- Achieve highest rental yields and maximum
commercial income

7. Creating a WOW factor for centre target audiences
Shoppers
Visitors
Tenants
Investors
Owners
Stakeholders
Politicians
The Community
Interest
Groups
The Media
Sta, Partners
Suppliers

8. Brand Equity
Exceptional ‘Added Values’
to meet diverse needs
and aspirations

9. A long term WOW factor requires
an exceptional, consistent, brand
and experience
Make every brand touch point
special…. memorable….
engaging… relevant...

10. Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction
word of mouth
sms
advertising
direct marketing
website
social media
promotional publicity
posters
street signs
customer journey
anticipation
moments of truth
layout
environment
products
sta
facilities
exit experience
collateral
bags
cards
leaflets
assurance
memories reminders
triggers
after service
Brand Touchpoints
Rebranding: Rethinking opportunities...Reinventing experiences

11. ‘Building a great
experience is everyone’s
responsibility and
nobody’s job’

12. Delivering the promise - Centre management challenge
Creating the brand experience
A renewed management culture? - Less landlord facilities manager
Shared visions... aspirations
PagSeC G4 L3ondon Page 16
More retailer partner
Centre Management Team
PA Network
Administrator
Centre
Director
Operations
Bldge. Srvs
Fire Officer
Asst Centre Marketing
Director
Environmental
C0-ordinator Retail Liaison Clerk of Works
Bldg. Ops Commercialisation
Marketing
System
Administration
System
Administration
System
Administration
System
Administration
System
Administration
System
Administration
Maintenance Housekeeping Security
“our people make
the difference”
New shared visions... aspirations
Changing mindsets... “our people make the difference”

13. Brand Experience Ingredients
Location
Tenants
The Brand
Target catchments…
Accessibility...Visibility...
Relevant Profile…Formats…Services...
Facilities...
Name…Identity…Vision…
Message…Visual and oral
signatures and applications

14. Brand Experience Ingredients
Marketing
and Communication
Venue Design
Digital…Print...Events…
Activities…Social media…
Website…Advertising...
People…Services…
Suppliers…
Management
Culture
Site...Architecture…Evironments…
Circulation...Zoning...Decor…
Lighting…Signage…Graphics...

15. Consumer Led Market Challenge

16. Commercial real estate challenges
Creating places where people want to be……
Real estate is now consumer driven….or should be !
The connectivity of social media and the internet has
empowered consumers
The digital experience and online capabilities now in-creasingly
drive the criteria for the physical design
of buildings and developments
Multi channel retailers, banks and services are chang-ing
the functions and design of stores, branches, shop-ping
and business centres, workplaces and offices

17. Shopping centres are destination brands
Brand Equity = Image and Reputation = Capital Value
Your brand is an asset... that needs to nurtured and managed
The Challenge:
To achieve a synergy of branding,marketing and visitor experience
Positive Dierentation... Delivering the Promise... Optimising Resources

18. The changing consumer - Staying Relevant!
Marketing Challenge

19. Different customer generations...
...changing perceptions priorities

20. Key influence generation

22. Social Media Challenge
“A brand is the sum of all
conversations happening around
the brand”

23. ‘Traditional’ media - ‘push’ marketing
TV, radio, billboard, newspaper and magazine advertising, direct mail,
brochures and leaflets
Problems:
Expensive
High external costs - ad creation, media buying, printing etc
One way process - passive consumers
Outward bound only
Diˆcult to track results

24. ‘Talking at’ consumers, not interactive
“Half the money I spend on advertising
is wasted; the trouble is I don’t know
which half.” John Wanamaker (1838 - 1922)
US Departments Stores owner ‘Father of Advertising’
‘Traditional’ marketing
MESSAGES AWARENESS INTEREST DESIRE ACTION

25. ‘New’ media - interactive marketing
Traditional channels are no longer the primary marketing media
They often act as an awareness enhancement tool for online marketing
Traditional Media Online Media
Focused Messages Centre
Brand
Blogging Social bookmarks
Photosharing
Forums
Social networking Video campaigns
Push Pull

26. #WINTERWONDERFUL
Turning Followers, L ikers and Instagrammers into shoppers

27. OUR POSTS
THESE ARE SOME OF OUR MOST POPULAR POSTS, WITH THE RESULTS SHOWN BELOW
Metquarter Liverpool shared a link.
10 December 2013
Win £300 to spend at HUGO BOSS with
today’s WinterWonderful. Simply like
Metquarter Liverpool and share for your
chance to win!
Metquarter Liverpool shared a link.
18 December 2013
Every girl deserves a bit of sparkle in their
lives and this Links of London stardust
bracelet will give you exactly that! Like
Metquarter Liverpool and share this pic
for your chance to win today’s glittering
#WinterWonderful prize! The question for
the winner is, will you keep it for yourself
or give the most beautiful gift to your
loved one? Decisions decisions!
Metquarter Liverpool shared a link.
19 December 2013
Your make up bags are filled with your
favourite make up products, but do
you have the right tools of the trade?
Win a 9 piece MAC make up brush set
and handy pouch worth over £200
courtesy of today’s #WinterWonderful!
You know the drill by now…like
Metquarter Liverpool share this pic
for your chance to win!
1,128 321 2,218 900 443 1,409 652
108,224 61,396 112,384
1456 2,642
Likes Comments Shares Facebook Reach

28. FACEBOOK AD – P ROMOTING THE COMPETITION
WE CREATED A FACEBOOK
ADVERT THAT WOULD
APPEAR I N P EOPLE’S N EWS
FEEDS THROUGHOUT
THE DURATION OF TH E
CAMPAIGN.
THIS WAS TARGETED
TO MALES AND F EMALES
LIVING WITHIN 50KM OF
LIVERPOOL AGED 1 8 AND
ABOVE.

29. RESULTS
+96%
857,988
22,693
+121%
+23%
+94%
LIKES INCREASED
TOTAL REACH
TOTAL SHARES
FOLLOWERS INCREASED
FOLLOWERS INCREASED
INCREASE IN TOTAL
SOCIAL M EDIA FOLLOWERS
=

30. INCREASE IN YEAR-ON-YEAR D ECEMBER SALES
+35%
+4%
+94%
+2%
+10%
MQ
FLOWERS
+9%
+4%
+9% +29%

31. Strategic marketing • ‘Pulse’ with original content promoting tenant
Westfield, London
Building Authority
Recently launched:
• Downloadable recipe book
• Fashion blog
brands + links to related social media

32. Strategic brand positioning
Esentai Mall, Almaty, Kazakhstan
Keeping the brand fresh
Website plays key role in ongoing
promotion of image, information,
tenant brands, events etc

33. Delivering the promise
OZ - ‘Name power’
Kaleidoscope - ‘Local hub’
Smolenskiy Passage - ‘Reconception’
Festival - ‘Update’
Riviera - ‘Recycling’

34. Creating places where people want to be...
OZ - ‘Name Power’

35. OZ - ‘Name power’

36. July 2006 © SCG LONDON
“The brand that makes people smile”

37. OZ - ‘Name power’

38. OZ - ‘Name power’

39. OZ - ‘Name power’ - Unique, adaptable, memorable
MEET SANTA at OZ
MEET SANTA at OZ
EASTER at OZ
www.oz-centre.ru
14

40. 
MEET SANTA at OZ
MEET SANTA at OZ
www.oz-centre.ru
.

41. OZ.
CHILDRENS EVENT
www.oz-centre.ru
MEET SANTA at OZ
EASTER at OZ
www.oz-centre.ru
EASTER at OZ
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru
www.oz-centre.ru www.oz-centre.ru
FASHION • CINEMAS • RESTUARANTS • LIVE ENTERTAINMENT
www.oz-centre.ru

42. AIM PD !#$% '()*+,)) - )(-*).)/!)0 B
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43. Creating places where people want to be...
Kaleidoscope - ‘Local Hub’

44. Delivering the promise - The Kaleidoscope Experience

45. “Exceptional place brand experience”

46. A vision to turn a sterile site into a rst choice place to be...
Before we started...

47. The vision realised...

48. The nal logo and message “Always Dierent, Always Yours”

49. Creating a community destination hub

50. Site Overview
Kaleidoscope, December 2008 5

51. bus stops
stage
seating
raised viewing
levels
tenant totem
01
tenant totem
retail units
metro
SCG LONDON
8 Plato Place
72-74 St Dionis Road
London SW6 4TU
t +44 (0) 20 7371 7522
www.scglondon.com
NOTE: DRAWING PROVIDED
FOR INFORMATION ONLY
Client: Status: INFORMATION
AND
KALEIDESCOPE
SITE LAYOUT PLAN
Contract:
Drawing:
Drawn by: Authorised by: Project No:
01
01
For information only
Dimensions to be verified on site
All measurements are in millimeters
Notes:-
01
This drawing is the copyright of SCG London. Specification:-
Figured dimensions to be taken in preference to those scaled. All
dimensions to be checked on site before any work proceeds. The
contractor is to provide full size setting out drawings based on the
information contained in this drawing for the designers approval
prior to commencing manufacture. The drawing is issued on the
condition that it is not reproduced, retained or disclosed to any
unauthourised person either wholly or in part without the consent in
writing of
A3=1:500
RRH RRH
Date: Drawing No: Scale: Print size: A3 Issue: Revision Comment Date Auth. Revision Comment Date Auth.
17-02-09 548 A0-01
548
A5-03
A5-05
A5-02
01
A5-02
A5-01
INFO
A
EntranceTo the shops
Creating eective zoning
Pay StaEtnitorannce
Please Pay Here.
Car Park Tarif:
upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parking
at Pay Stations before
exiting the Centre
ELEVATED SECTION A-A
A
Plan Legend - Car Park Level 2 A
B B
Thank You.
Principles
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
C
ZONE
C
ZONE
C
-
-
Long Section
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A
B B
A
Plan Legend - Car Park Level 2 A
B B
Car Park Section, Plan and Entrance Principles
Kaleidoscope, December 2008 12

52. Distinctive architecture - local landmark

53. Marketing channels synergy

54. Website
Homepage
Website
Content pages
Kaleidoscope project overview Kaleidoscope project overview 42
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Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Opening Times
Monday 9.30am – 8.00pm
Tuesday 9.30am – 8.00pm
Wednesday 9.30am – 8.00pm
Thursday 9.30am – 8.00pm
Friday 9.30am – 8.00pm
Saturday 9.00am – 8.00pm
Sunday 11.00am – 5.00pm
Bank Holidays 10.00am – 6.00pm
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Menu Events
Cinema
Kaleidoscope Mall
Tenants
Gallery Brands
Services
Leisure and Entertainment
Photo Gallery
Videos
Write a letter
Getting Here
Contact
Leisure
Ice Skating
Bowling
Kids Club
Marketing channels synergy

55. Distinctive advertising image
Environmental promotion
Advertising kiosk
Kaleidoscope project overview 56
Kaleidoscope project overview 36
Promotional - seasonal campaigns
Autumn
Promotional - seasonal campaigns
Winter
Kaleidoscope project overview 53

56. € ‚
:
The family
S
Bowling club

­
Kaleidoscope project overview 69


Bowling club

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!

57. ?
«
».
Memorable characters

58. Memorable interiors

59. Dynamic easy circulation

60. Simple eective navigation

61. Creating places where people want to be...
Smolenskiy Passage - ‘Reconception’

62. Reconceiving a centre - making it relevant
Image and profile - marketing events and activities
Venue environment - Step by step phased investment
- Communication, signage, graphics
- Decor upgrades - lighting, materials, finishes
- Remodelling, extensions
Tenants and facilities mix
- appropriate brand profiles, zoning and adjacencies
Management culture
- the best people and services

63. Smolenskiy Passage Reconception
2009
2009
Challenge - Phased upgrading of a
known city centre venue. Re-planning
Challenge - Phased upgrading
of a well known city centre
venue. Replanning tenant space
to ‘open up’ complex vertical mall
tenant space to ‘open up’
complex vertical mall
Strategy - Creating a premium
destination for a two stage
development programme - phased
Strategy - Creating a
premium destination for
a two stage development
programme - phased identity,
communications, environments.
identity, communications,
environments

64. Smolenskiy Passage - Dull, Cluttered and Confused
The ‘Before’
June 2009

65. Smolenskiy Passage - Build on the name
Smolenskiy Passage reects and communicates the special history and traditions
represented in the name.

66. Smolenskiy Passage - Brand Message

67. Smolenskiy Passage - Media touchpoints

68. Smolenskiy Passage - First Impressions

69. Smolenskiy Passage - Entrance Piazza
‘A vibrant city space –
always something happening’

70. Smolenskiy Passage - New Planning
First oor plan option A
not to scale
Key
1 SCP banquette seating
2 Champagne bar with moveable screen
3 Champagne bar table seating with moveable screen
4 Info reception
5 Advertising
6 Graphic wall treatment
7 ATM
8 Parking ticket machine
9
10 Secondary promotion
11 Segis bench
12 Toilet wall graphic
13 Floor standing lamp
14 Big event / exhibition
SPW - 5001 Main totem directory
SPW - 5002 Freestanding - oor directory
SPW - 5003 Wall mounted - oor directory
SPW - 5004 Ceiling sign 1500x300 - directional
SPW - 5005 Wall/column 400x300 sign - directional
SPW - 5006 Wall / column 200x200 sign - directional
SPW - 5010 Info lectern
SPW - 5011 Business directory
Note
All furniture elements (including champagne bar) to be
moveable to allow for special events, i.e. fashion show
WC cube
Info lectern
SPW - 5010
SPW - 5004
8
SPW - 5004
SPW - 5004
SPW - 5011
SPW - 5001
SPW - 5001
13
SPW - 5005
door info stickers to
toilet doors
SPW - 5006
1
1
5
2
14
3
7
4
11
12
6
1
5 5 5
10
10
10
10
10
10

71. Smolenskiy Passage - Activity Zones
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
+16.800
+16.800
+12.600
+8.400
+16.950
+15.700
+12.600
+21.450
3
4
0.000 0.000 0.000 0.000
+2.100
+17.300
+14.200
+8.000
+4.900
+1.800
-2.100
-2.750
+11.100
+12.600
+4.200 +4.200 +4.200
+20.400
+12.600
+8.400 +8.400
-4.950
+21.150
1600
+4.200
Piazza
‘a vibrant city space – always something happening’
Mezzanine
‘fashionable place to take a break’
Terrace
‘a special place to eat, drink and socialise’
Fashion Studio
‘Moscow’s premier designer collection’
1
2
3
4
2
1
4
3

72. Smolenskiy Passage - Brand Touchpoints
.

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74. 404 EC
402 EC
Pantone CMYK
476 EC
C 30
M 72
Y 74
K 84
C 20
M 25
Y 29
K 61
C 13
M 17
Y 20
K 36
397 EC
C 14
M 2
Y 100
K 16
1100mm
30
720mm
700mm
1200mm
15
3
Basement Level 1 Level 2 Level 3 Level 4
1
2
4 3
5
6
7
14
1 2
4
5
7
11 10 9 8
12
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19 20
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1 2 3
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5
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Info lectern directories
Note : All dimensions and details should be crossed
referenced and checked with technical drawings supplied
to contractors. All details should be conrmed with the
client prior to installation..
Info Lectern SPW - 5010

75. Creating places where people want to be...
Festival - ‘Update’

76. Festival - Concept Reconception
2005 - Challenge
Creating a mass market city center
‘for the family’. - differentiating
from 70 other centres in Moscow.
Transforming a mediocre building
development in progress to an
international standart retail venue.
SCG London Page 37
2012 2011-2012
Refreshing
existing brand
concept
up-to-date.
2005 - Challenge
Creating a mass market city center ‘for the
family’. - dierentiating from 70 other centres
in Moscow. Transforming a mediocre building
development in progress to an international
standard retail venue.
2011-2012
Refreshing
existing brand
concept
up-to-date.
Festival - Concept Reconception

77. Festival, Moscow
Festival - Inspiring Name
The Identity
SCG London Page 38
- Inspiring Name

78. Festival - Day ADnda Nyi gahnt Idm pnaicgt ht impact
SCG London Page 39
- Day and Night Impact

79. Festival Refreshment 2012
Seasonal Freshness
SCG London Page 40
‘Update’
Refreshment 2012
Seasonal Freshness

80. Festival
Real Estate: Festival: Shopping centre Real Estate ± Festival
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
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81. Festival
Festival, Moscow 2005
Marketing Festival, Moscow 2005
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Festival, Moscow 2005
Marketing Festival, Moscow 2005
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Marketing

82. Festival - Graphic Impact
Stores Products
Seasonal
theme
Spring at
festival
Home Offers News Tickets Games Contact
SCG London Page 41
Spring
+read more
Store
Search
Home Offers News Tickets Contact
- Graphic Impact

83. Festival - Service Impact / Stylish Comfort
SCG London Page 42

84. Festival - New Food Experiences
SCG London Page 43

85. Creating places where people want to be...
Riviera - ‘Recycling’

86. Riviera New Moscow destination
1
-

87. : VI 2015
Shopping Entertainment Center
Opening: Q4 2015
Centre
Underground map
« »

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104. Beneficial location and excellent
transport accessibility

105. Riviera Transformation challenge
Concrete fortress... Regeneration catalyst

106. Riviera
Creating a special sense of place
Optimising the unique river front

107. Riviera
Creating a vision

108. Brand Guidelines
Riviera - Brand guidelines 1

109. 1. The brand
A unique venue
Riviera is special.
There’s nowhere else like
it in Moscow.
Riviera is for... shopping, fashion, food, ideas, experiences,
leisure, events, entertainment, culture, socialising…
A unique venue… for everyone and for all occasions
Riviera - Brand guidelines 5

110. 1. The brand
is... A unique venue
A place for everday shopping
Riviera - Brand guidelines 6

111. 1. The brand
is... A unique venue
A premier fashion destination
Riviera - Brand guidelines 7

112. 1. The brand
is... A unique venue
An inspiring place to be
Riviera - Brand guidelines 8

113. is...
A bustling destination
1. The brand
A unique venue
Riviera - Brand guidelines 9

114. A sense of freedom
1. The brand
is... A unique venue
Riviera - Brand guidelines 10

115. 1. The brand
is... A unique venue
A place for friends and family
Riviera - Brand guidelines 11

116. 1. The brand
is... A unique venue
A place for celebration
Riviera - Brand guidelines 12

117. Our values
We create
Looking at things differently; imagining ideas and possibilities
We achieve
Aiming high; planning for success
We engage
Opening up opportunities; building loyalty; working collaboratively
We stimulate
Exceeding expectations; creating surprise, delight and interaction
We deliver
Acting with integrity, reliability and accountability
1. The brand
Vision values
Riviera - Brand guidelines 14

118. Creating places where
people want to be
Creating Brand Synergy†
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com