Meeting the challenges of the empowered consumer. Creating successful first choice destination brands. Expert presentation illustrates the most problematic issues of the field and their practical solutions. Clive Woodger at I Summit for Shopping and Entertainment Centers Owners and Managers: in a search of breakthrough idea, Ukrainian Real Estate Club. Kyiv, May 2015.

1. Clive Woodger
May 2015
Meeting the challenges of
the empowered consumer
Creating successful first choice
destination brands

2. SCG LONDON SERVICES AND EXPERIENCE | REAL ESTATE BRANDING | PAGE 6
Our Include
SCG LONDON SERVICES AND EXPERIENCE | REAL ESTATE BRANDING | PAGE 6
Example 1: The latin logotype in horizontal format reversed white-out of background colour

3. • The changing consumer
• The changing marketing landscape
• Innovation in centre marketing
• Strategic brand positioning
• Delivering the promise
The Empowered Consumer
Creating 1st Choice Destination Brands

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

5. Connecting with Millennial Shoppers
Millennials

6. 62% want brand engagement on social networks
42% want to co-create products with companies
87% using multiple tech devices 60% are brand loyal
75% expect brands to give back to society
Video: https://www.youtube.com/watch?v=esvs89XNUPg (47 Secs to play)
Ways to win the the millennials

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

9. Traditional Media Decline

10. Empowered Consumers

11. Photosharing
Social Networking
Video Campaigns
Forums
Blogging
Social Bookmarks
Interactive, continuous
process. Focused on
richness of content
Empowered consumers
making informed decisions
Consumers exerting positive
(and negative) influence on
others’ decisions
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...

12. “Empowered consumers will continue to
increase the influence they exert over a
brand’s messaging and communication,
and brands will respond by innovating on
ways to co-opt consumers / consumer
messaging.”
Innovative Centre Marketing

13. Source: Centerview Capital research
Seamless Omni-Channel
Touch Point Synergy?

14. PR & Event marketing with a difference
Video: https://www.youtube.com/watch?v=_kBz-8m6jEY (to play in full)
Shoe Carnival at Selfridges, London
“It’s shopping, but not as you know it.”
• 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

15. Interactive & Immersive mall experiences
Lifestyle. Health. Entertainment.

16. 2013 rebranded Group & centres
to ‘intu’
“There was a time when our
business was fairly straightforward.
We created buildings and filled
them with shops. We kept them
clean, comfortable and attractive.
We marketed spaces, collected
rents and encouraged people to visit
us. But things change. These days
people expect far more from their
shopping centres.”
Capital Shopping Centres Group
Developer brand positioning
Positive brand vision
Incongruous name/identity

17. 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.”

18. Building Authority
Recently launched:
• Downloadable recipe book
• Pulse new fashion blog
Westfield, London
Strategic marketing
• ‘Pulse’ with original content promoting tenant
brands + links to related social media; hashtag
‘The Home of Shopping in London’
• ‘The Village promotes luxury
shopping & experiences

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

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

21. Page 43SCG London Page 16
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”
Delivering the promise - Centre management
challenge
Creating the brand experience...Shared visions?
“our people make
the difference”
a retailer partnership

22. Delivering our Promise...
Boulevard, Saudi Arabia
Metquarter, UK
Esentai Mall, Kazakhstan

23. Luxury fashion shopping
centre, located on stylish Kings
Road in Jeddah, Saudi Arabia
• 10,000 m2 open-air mall tenanted by top
international fashion brands
• Premium, exclusive fashion destination for
wealthy, elite target market - both men
and women
• Graphic development to make identity more
elegant, create monogram and dynamic
brand textures
• Transformation of existing building shell
structures through adding key features and
design elements
• Rooftop ‘designer’ cafe/restaurants, water
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

24. Brand Concept & Digital Marketing
Boulevard Fashion Blog

25. Metquarter
Page 61
Option 2, View 2
Page 53
Exterior Visuals Whitechapel
Luxury Shopping Centre in
Liverpool, UK
• GLA 12,635 sqm
• Scheme occupies the centrally located 2 acre
site of the grand former Post Office and
retains original façade
• Opened in 2006 as a luxury mall, now
competing against Liverpool ONE (the largest
open air shopping centre in the UK and the
10th largest overall)
• Upmarket retail and leisure mix
• Tenants include Hugo Boss, Armani
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
Totem

26. 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

27. Esentai Mall Shopping Mall In
Almaty, Kazakhstan
• Part of Esentai Park, a new mixed-use
development which includes luxury
residential, commercial towers and
five-star hotel
• GBA – 52,000 sqm
• GLA – 45,000 sqm
• Opening 4Q 2012
Our Role:
Branding and communications design,
navigation, website.
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Visual Transformational

28. Esentai Mall
Digital Concept & Design

29. Creating Brand Synergy™
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scg.international www.scg.international