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While making changes in the concepts of SEC’s and SC’s developers should focus on tenant and customer’s requests as there main approach. The speakers made this conclusion in the course of the first summit for shopping and entertainment centers owners and managers. The event took place on May 21, 2015, in Kyiv. According to the experts the main attention should be focused on the centers of attraction, two-way communication and event marketing.
Talking about the important aspects of managing modern shopping centers, Clive Woodger, speaker of the summit, founder and director of SCG International, drew participant’s attention on challenges and needs of new generation – so called millenials (in other words “Generation Y”). Their influence on formation of public demand in a short term is going to grow. It means we have to respond to their requests even today.
“Today SEC’s marketing departments are facing a lot of questions such as - how to win their attention, how to share their values? They are going to define the demand in the near future and we should respect their interests. According to statistics, 62% of them want to see the brand in social networks, while 42% are willing to participate in brand’s development. With such interactivity we have to involve our customers into SEC’s life as much as possible and make sure to keep all the given promises, because from now you will get constant feedback”, - says Clive Woodger.
Experts notes, that modern shopping mall is getting more and more multifunctional – today it’s not just shopping, but also sport, entertainment, health, fashion etc. Besides, it is important for a shopping mall to “shift forces” from one “center of attraction” to another.
Daria Kukharenko, CMO in UDP commercial property, while working on MEGANOM (Simferopol SEC), noted that during 2012 - the beginning 2013 the main aim for incoming customers had been purchasing in the supermarket, while at the end of 2013 more than 53% of them came to entertain and doing shopping in the haberdashery. Till the end of 2014 the proportion of demand of unproductive group in general mainstream hit 74%.
We decided not to reduce marketing and advertising expenses and pay more attention to news and entertainment events, which are good for attraction of additional customer’s flow. Due to such strategy in 2014 the flow of customers increased by 38% and following the results of the first quarter 2015 the growth has made +20% to the indexes of 2014”, - says Daria Kukharenko.
Hence the entertainment component and cinema in particular turned into the center of attraction. Meanwhile, Roman Kucherov, project manager in Asia Cinema Ukraine, mentioned in his report, that at the beginning of 2014 there were just 464 digital cinemas and 59 of those, which showed the movies on film. Till the end of the year there were 384 digital cinemas left within Ukrainian cinema industry (exclusive of Crimea and part of Donetsk and Luhansk regions). Yet, the cutback of economic activity during previous year didn’t affect the amount of the sold tickets much (the decline in 2014 was only 3% and 20.1 million tickets were sold).
“Our decision for the owners of regional SECs is to create their own cinema, while the representatives of global film distribution market are not interested in their expansion in small cities”. As a result, the owner of the shopping center covers the property area with his own business, which leads to a vast and stable income. Moreover, the presence of the cinema on the floor results in the traffic growth and increases in rents”, - underlines Roman Kucherov.
In addition to the marketing issues, during the second session of the summit speakers discussed aspects of SEC’s managing such as efficient design, PR and legal support.
The first summit for shopping and entertainment centers owners and managers was held by professional organization URE Club (Ukrainian Real Estate Club) on May 21 at President Hotel. The participants of the summit were SECs and shopping malls such as: AEROMALL, GULLIVER, OCEAN PLAZA, PLAZMA, RETROVILLE, SILVER BREEZE, ALADDIN, BARABASHOVO (Kharkiv), DIAMANT, PIRAMIDA, AVE PLAZA (Kharkiv), chain of KARAVAN shopping malls, chain of AUCHAN and BILLA UKRAINE. Moreover, shopping malls development companies such as Arricano Real Estate, Immochan Ukraine, UDP and others participated in the event.
Related links:
It’s become easier to reach consensus with shopping malls on lease terms. But not on marketing | 05/27/2015
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