Latest trends in shopping centre branding, marketing and design

“Desarrollo,
Innovacion
y

Arquitectura
en

Centros
Comerciales”

Clive
Woodger

July
2015

Latest
trends
in
shopping
centre

branding,
marke?ng
and
design

Developing
ﬁrst
choice
des;na;ons…

Clive
Woodger

July
2015

Creating Brand Synergy™
Interna;onal
Trends

Empowered
Consumers

Marke;ng
Strategies

Delivering
the
Promise…

Developing
ﬁrst
choice
des;na;ons…

Strategy – Branding – Retail Design – Graphic Design
Architecture - Visual Identity – Interiors
Digital Concepts - Point of Sale – Merchandising
Design Implementation
We create destination brands...

...across a wide range of sectors
Pharmacy
Footwear
Food
Banks Shopping Centres
Fashion/Accessories
DIY
Homing
Cash & Carry
Children
Electrical
Online Retail
Coffee Shops/Restaurants
Sports
Duty Free
Automotive

Shopping centres are destination brands
Brand Equity
The Challenge:
Shopping Centres are Destination Brands
Brand
Equity
=
Image
and
Reputa;on
=
Capital
Value

Your
brand
is
an
asset…to
be
nurtured
and
managed

ng centres are destination brands
ynergy of branding and marketing
ty = Image and Reputation = Capital Value
d is an asset... that needs to nurtured and managed
e:
To
achieve
a
synergy
of
branding,
marke;ng
&
architecture

Posi;ve
Diﬀeren;a;on...
Delivering
the
Promise...
Op;mising
Resources

Shopping
Centre
Challenge

Shopping Centres... Place brands
Destinations where people meet,
eat, relax, indulge, work, rest,
play... & shop...
A community venue to promote
wellbeing & lifestyle activities
A place where people want to be!
Zorlu Center, Istambul
Shopping
Centres
are
Place
Brands

Zorlu
Center,
İstanbul

•  Des;na;ons
where

people
meet,
eat,
relax,

indulge,
work,
rest,

play...
&
shop...

•  A
community
venue
to

promote
wellbeing
&

lifestyle
ac;vi;es

A
place
where
people
want

to
be…again
&
again!

- Create added value experiences for visitors & shoppers
- Optimise tenant sales performance
- Achieve highest rental yields & max commercial income
- Enhance capital value and‘sellability’potential’
Definitions
As a destination brand a shopping centre must...
Known for attributes…?
- Sustainability…
- Maintaining a WOW Factor - visit after visit...
https://www.youtube.com/watch?v=mxbkMDBKWMQ

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

Source: http://economist.redwiredesignlim.netdna-cdn.com/leanback/wp-content/uploads/2014/04/
‘Building a great
experience is everyone’s
responsibility and
nobody’s job’
“A brand is the sum of all
conversations happening around
‘
A
brand
is
the
sum
of

conversa;ons
happening

around
the
brand’

41
Delivering the promise - Centre management challenge
Page 43
A renewed management culture? - Less landlord facilities manager
More retailer partner
Centre Management Team
PA & Network
Administrator
Centre
Director
Fire Oﬃcer
Environmental
C0-ordinator
Retail LiaisonClerk of Works
Bldg. Ops
Commercialisation
Marketing
System &
Administration
System &
Administration
System &
Administration
System &
Administration
System &
Administration
System &
Administration
SecurityHousekeepingMaintenance
MarketingAsst Centre
Director
Operations
Bldge. Srvs
New shared visions... aspirations
Changing mindsets... “our people make the diﬀerence”
Creating the brand experience
“our people make
the difference”
Shared visions... aspirations
‘Building
a
great
experience
is
everyone’s

responsibility
and
nobody’s
job…’

Shared
visions...
aspira/ons
Centre
Management

Challenge

Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Creating a WOW factor for
Tenants
Investors
Owners
The C
Interest
Groups
The Media
Staff, Par
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
ng a WOW factor for centre target audiences
Shoppers
Visitors
nants
vestors
wners
The Community
Stakeholders
Politicians
erest
Groups
e Media
Staff, Partners
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Audiences
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Owners
The Community
Stakeho
Politicia
Interest
Groups
The Media
Staff, Partners
Suppliers
Creating a WOW factor for centre tar
Sh
Vis
Tenants
Investors
Owners
Stak
Poli
Interest
Groups
Staff, Partners
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
g a WOW factor for centre target audiences
Shoppers
Visitors
ants
estors
ners
The Community
Stakeholders
Politicians
est
roups
Media
Staff, Partners
Suppliers
Page 8
Creating a WOW factor for centre target audience
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Audiences
Page 8
Creating a WOW factor for centre target au
Shopper
Visitors
Tenants
Investors
Owners
The Community
Stakehold
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Investors
Owners
The
Interest
Groups
The Media
Staff, P
Supplie
Creating a WOW factor fo
Tenants
Investors
Owners
Interest
Groups
Staff, Pa
Supplier
Page 8
Creating a WOW factor for centre target
Shopp
Visitor
Tenants
Investors
Owners
The Community
Stakeho
Politicia
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Creating a WOW factor for centre
Tenants
Investors
Owners
The Comm
S
P
Interest
Groups
The Media
Staff, Partner
Suppliers
Audiences
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Creating a WOW factor for centre target audie
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholde
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Creating a WOW factor for centre targe
Shop
Visit
Tenants
Investors
Owners
StakehInterest
Staff, Partners
Suppliers
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
ge 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Audiences
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
VisitorsInvestors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
Creating a WOW factor for centre target au
Shoppe
Visitors
Tenants
Investors
Owners
Stakehol
Politician
Interest
Groups
The Media
Staff, Partners
Suppliers
Page 8
Creat
Te
In
O
Int
The
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
ng a WOW factor for centre target audiences
Shoppers
Visitors
nants
vestors
wners
The Community
Stakeholders
Politicians
rest
Groups
Media
Staff, Partners
Suppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
es
ctor for centre target audiences
Shoppers
Visitors
aff, Partners
uppliers
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
WOW factor for centre target audiences
Shoppers
Visitors
ts
ors
Creating a WOW facto
Tenants
Investors
Owners
T
Interest
Groups
The Media
Staff
Supp
factor for centre target audiences
Shoppers
Visitors
Staff, Partners
Suppliers
re target audiences
Shoppers
Visitors
rs
a WOW factor for centre target audiences
Shoppers
Visitors
ants
stors
ners
Stakeholders
Politicians
est
oups
Staff, Partners
Suppliers
udiences
ers
s
lders
ns
rget audiences
oppers
sitors
Page 8
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers
s

Changing the ways consumers
communicate and behave
Opening up new aspirations and
opportunities
Enabling shared sensations...
emotions....memories
Creating new experiences -
both real and virtual
Encouraging consumers to invent
different personalities for multiple
networks
The impact of digital technology:
Changing consumer
mindsets and behaviour

An age of constant connectivity and instant gratification.
Changingconsumermindsetsandbehaviour

The balance of power has shifted to consumers - they are
setting the agenda for retailers to follow”
Tech savvy - moves seamlessly &
interchangeably between devices
Well informed - shopping as a mission
Relies on online referrals, reviews, price
comparison and recommendations
Requires loyalty to be rewarded - otherwise
it will be short lived
Grasps new concepts quickly - gets bored
easily
Seeks stimulation and enjoys change
Highly conscious of time and value
The empowered consumer...

REPUTATION
Respect me: Listen to customers. Actively
participate in and respond to conversations and
feedback on your business and brand.
Focusonconsumers,notondevices-
create a personalised experience
KNOWLEDGE
Know me: Consumers are willing to share
information - but data needs to be used carefully
to maintain trust.
UNDERSTANDING
Recogniseme:Takeintoaccountdemographics,
preferences and context when building a profile
database.
ENGAGEMENT
Interest me: Cut through the crowded
marketplace - respond to customers’needs,
behaviours, intentions, desires and aspirations.
Appealing to the empowered consumer mindset

“In a world where screens are woven into our lives, there are
more consumer-initiated touch points.”
Google
Capturing the opportunity

Create a connected experience
that combines the best of the
physical and digital.
Build strategy around digital/
physical fusion as a competitive
edge.
Strengthen linkages in the
customer experience.
The aim should be to achieve a more immersive, more
personal and more seamless experience for the customer.
The Digital/Physical connection:
The challenge for retail brands
The
Digital/Physical
connec;on:

The
challenge
for
retail
brands
&
shopping
centres

Customers want choice to be in
control... speed... flexibility...
convenience
3 years
Shift from centralised to localised fulfilment – especially for high volume
selling goods
online orders.
Click & Collect

Dyson (UK)
Experiential pop-up store in a
shopping centre to showcase new
range. Visitors encouraged to share
their experience on social media
via an Instagram printer and iPad
station.

RENT A POP UP SPACE...@ STOREFRONT

Marketing strategies for Shopping Centres
...Creating Seamless Touchpoints
19
Photosharing
Social Networking
Video Campaigns
Forums
Blogging
Social Bookmarks
informed decisions
Consumers exerting positive
Website
“A brand is the sum of all conversations
happening around the brand “
Customer &
Market Insight
Advocacy
Viral Leverage
Conversation &
Community
Create Awareness
Leverage Feedback
Develop Loyalty
Achieve a ‘virtuous circle’Talking... Engaging... Responding
‘New’ media...

18
Media:
fully responsive websites... search engine optimisation... blogs... social networking...
forums... photo sharing... video campaigns... social bookmarks... banner ads...
pay-per-click advertising... email marketing...
‘New’ media - Interactive marketing
18
Media:
fully responsive websites... search engine optimisation... blogs... so
forums... photo sharing... video campaigns... social bookmarks... ba
pay-per-click advertising... email marketing...
‘New’ media - Interactive marketing
Media:
ully responsive websites... search engine optimisation... blogs... social networking...
orums... photo sharing... video campaigns... social bookmarks... banner ads...
ay-per-click advertising... email marketing...
New’ media - Interactive marketing

‘New’ media - interactive marketing
Problems:
Much more demanding on internal resources
Content input and customer response
Internally driven not just externally sourced

PR & Event marketing with a difference
Video: https://www.youtube.com/watch?v=_kBz-8m6jEY (to play in full)
Experience workshop by Harrys of London: custom colour ﬁnishes
‘Tattoo Your Shoe’ by Sweeney Shoes
Buy Tods and get a complimentary embossing of your initialsW
PR
&
Marke;ng
–
Crea;ng
Content

Targeted, Branded, Proﬁtable
Ladies’ Night’ Evening
homepage
Total Budget: £26,000 (ROI 9:1)
St Davids, Cardiff, Wales
Successful tactical campaign

Colgate at Southampton’s WestQuay & SM Mall of Asia
Commercialisation..Enhancement..Detraction?
“The consumer
experiences captured on
our road show were highly
engaging and motivating
for target consumers
who were exposed to
them. What better way
to convince of product
efficacy than seeing real
people's real reactions to
an outstandingly”good
product? The content was
used as the focus of highly
successful ATL, online and
social activations.”
Commercialisa;on...
Enhancement
or
Detrac;on?

Colgate
at
Southampton’s
WestQuay
&
SM
Mall
of
Asia

Building Authority
Westﬁeld, London
Strategic marketing
‘The Home of Shopping in London’
Strategic
marke/ng

Wesaield,
London

Customer Journey...Opportunities
http://uk.westﬁeld.com/uk/hwsn/

Strategic Marketing...Digital Engagement
http://uk.westﬁeld.com/uk/hwsn/

Delivering
the
Promise

Metquarter

Smolenskiy

Fes;val

Boulevard

Esentai
Mall

Riviera

Kaleidoscope

Delivering the promise - The Kaleidoscope Experience

Metquarter
Page 61
Page 53
Luxury Shopping Centre in
Liverpool, UK
site of the grand former Post Office and
retains original façade
competing against Liverpool ONE (the largest
open air shopping centre in the UK and the
10th largest overall)
Exchange, M.A.C, Timberland, Jack Wills,
Gieves & Hawkes, All Saints, Daniel, Diesel,
Fossil, Kurt Geiger, LK Bennett, Links,
Mococo, Urban Calm, TM Lewin, Tommy
Hilfiger. Patisserie Valerie, Costa, Carluccio’s,
Caffe Novecento
Our Role:
Brand name, strategy and positioning,
brand identity and communications,
signage, centre design (interior/exterior),
website, marketing.
Page 33
WELCOME
WELCOME
TOILETS
ESCALATOR
LIFT
CINEMA
MOTHER &
CHILD
RESTAURANT
Eli sent. Actamdit, notius.
Upecri pultorede occhuitra pordiendena, con vir
missa molutuius obse nica non senatus vis nonvo

Metquarter
#WINTERWONDERFUL
Turning Followers, Likers and Instagrammers into shoppers
INCREASE IN YEAR-ON-YEAR DECEMBER SALES
+35%
+4%
+94%
+2%
+10%
MQ
FLOWERS
+9%
+4%
+29%+9%
RESULTS
+96%
+94%
857,988
22,693
+121%
+23%
LIKES INCREASED
TOTAL REACH
TOTAL SHARES
FOLLOWERS INCREASED
FOLLOWERS INCREASED
INCREASE IN TOTAL
SOCIAL MEDIA FOLLOWERS =
Digital Marketing Campaign

Smolenskiy
Passage,
Moscow

Luxury Shopping Ce
In Russia
epicentre of Moscow metro
Our Role:
Luxury Shopping Centre
In Russia
epicentre of Moscow metropolitan life
Our Role:
Smolenskiy
Passage,
Moscow

Aeer

Smolensky Passage Magazine_July 2012 : 6
Каталог: Обложка
Интервью со знаменитостью: Визуализация
Smolenskiy
Passage,
Moscow

Каталог: Обложка
Интервью со знаменитостью: Визуализация

Shopping Mall, Russia
Our Role:
g Memorable Signatures
Shopping Mall, Ru
Our Role:
ival, Moscow 2005
Creating Memorable Signatures
Shopping Mall, Russia
Our Role:
stival, Moscow 2005
Festival Shopping Centre, Moscow
Marketing
Festival, Moscow 2005
Marketing
Marketing
Marketing
Marketing
Marketing
2012
2005
Before
ncept Reconception
enge
mass market city center
ly’. - diﬀerentiating
er centres in Moscow.
g a mediocre building
t in progress to an
l standart retail venue.
2012
2011-2012
Refreshing
existing brand
concept
up-to-date.

Festival: Shopping centre
– Festival
FESTIVAL BRAND REFRESHMENT 2010
Marketing
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centre
Real Estate – Festival
Marketing
SCG London Page 42
Marketing
Festival, Mos
on Page 42
out SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Estate: Festival: Shopping centre
al Estate – Festival
Marketing
SCG London Page 42
Retail | Financial Services | Real Estate | Corporate and Employer Branding
Festival: Shopping centre
– Festival
Marketing

Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Marketing
Festival, Mosc
Marketing
Marketing
Marketing
Marketing
Festival, Mos

Luxury fashion shopping
centre, located on stylish Kings
Road in Jeddah, Saudi Arabia
international fashion brands
wealthy, elite target market - both men
and women
elegant, create monogram and dynamic
brand textures
structures through adding key features and
design elements
features, screens, balustrades, seating,
canopies and terraces
Our Role:
Identity development, signage and wayfinding,
brand strategy and social media marketing
campaign, shopfront guidelines, lighting,
landscaping and design treatments throughout.
Before
After
Boulevard

Brand Concept & Digital Marketing
Boulevard Fashion Blog

Boulevard,
Jeddah,
June
2015

Riviera Transformation challenge
Concrete fortress... Regeneration catalyst

Riviera - Brand guidelines 1
Brand Guidelines

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

A place for everday shopping
is... A unique venue
1. The brand

A premier fashion destination
1. The brand

An inspiring place to be
1. The brand

is...
A bustling destination
A unique venue
1. The brand

A sense of freedom
1. The brand

A place for friends and family
1. The brand

A place for celebration
1. The brand

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
Vision & values
1. The brand
Our values

Kaleidoscope Shopping Centre
Before
After
Kaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.
in one place
Our Role:
Before we started...
A vision to turn a sterile site into a first choice place to be...
До начала работ ...Before we started...
A vision to turn a sterile site into a first choice place to be...
До начала работ ...
Kaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.
in one place
Our Role:
ope Shopping & Business Centre - Moscow Mixed Use Development.
in one place
Our Role:
The final logo and message “Always Different, Always Yours”

Gracias
Contact SCG International
W: http://www.scg.international
T: + 44 (0)20 7371 7522 London, UK
Email us at
info@scg.international
clive@scg.international
marcela.castro@scg.international

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