Gfk Perspectives on Shopping Centers Retailers Extended Version

Perspectives on Shopping Centers in Sofia How Visitors, Retailers and Landlords See the Performance of Modern Shopping Centers

Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Target groups profile Key takeaways The highlights

Methodology The aim of the survey is to provide analysis on the market differentiation of modern shopping centers in Sofia from the perspective of three different target groups – Visitors, Retailers and Landlords.

All target groups are covered by a quantitative market survey, conducted online.

The survey among Visitors is representative for population in Sofia aged 15-55 years old, in terms of age, gender and place of living.

The survey among experts – Landlords and Retailers, is conducted via non-probability sample.

Fieldwork period: 15.09 -30.09.2015

© Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Project specification

Projects in the scope

Respondent profile 17 Landlords

700 Visitors

Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

Sofia

85 Retailers

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Respondent’s profile Visitors

Retailers Average 35y.o

Gender

29% 21%

71%

Marital status Married/ living together

No income

Average income

Up to 1200 BGN 1201 - 1500 BGN. 1501 - 2000 BGN.

1958 BGN

2001 - 2500 BGN. 2500 + BGN. Refused

Yes

No

81% 19%

North-West

44%

31% Regular Frequent Rare

14%

6%

Base: n=17

8% 49%

6%

Landlords

Region

Type of visitors

9%

Fashion 18% Accessories and jewelry 13% Goods for home/…

11% Food / Supermarket 9% Entertainment 7% Shoes, bags and suitcase 7% Perfumes and cosmetics 6% Electronics 5% Services/ Banks 5% Optics 4% Specialty 4% Sportswear and… 4% Underwear 4% Bookstore/ Stationnery 2% Children fashion and toys 2% Pharmacy 1%

Car in HH

1% 15% 12% 14% 12% 24% 22%

5%

Above 3,001 euro

13%

2,001 3,000 euro

Monthly net income of the HH

15%

1,501 2,000 euro

1%

16%

1,001 1,500 euro

6%

2% under 1 y.o.

Widowed

60%

63%

60%

Divorced/ separated

Yearly sales per m2

Average size of HH: 2.9

Less than 1,000 euro

33%

79% 15% 6%

Children under 15y.o. in HH

No children

Single

Expansion manager

15-18 19-25 26-35 36-45 46-55

10 to 14 y.o.

50% 50%

5%

Categories

Manager/ CEO/ Owner/ GM Marketing / Brand/ Sales manager

High/ University

20%

5 to 9 y.o.

Female

24%

Position

Education

1 to 4 y.o.

Male

Base: n=85

Age

Refusal

Base: n=700

North-East

17% Center

South-West 8%

21%

South-East

Position

Yearly sales per m2

Manager/ Mall owner

65%

Less than…

1,001 - 1,500 euro

Leasing Manager Commercial Consultant/ Asset Manager

24%

1,501 - 2,000 euro 2,001 - 3,000 euro

12%

6%

Above 3,001 euro

29% 12% 6%

Refusal

47%

22%

© Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Key takeaways Which are the main requirements to modern shopping center performance ?

•

Focus on location and good property management

•

Maintain variety of brands, pleasant atmosphere and attractive discounts and promotions, exclusively required by Visitors

What do shopping centers need to improve in their performance?

•

Good tenant mix is an intersection point of crucial indicators in shopping center among Visitors, Retailers and Landlords

•

Moreover, unmet expectations among Retailers are observed in communication with Landlords, while Landlords evaluate as a crucial shopping center atmosphere

How could shopping centers differentiate from each other?

•

Organized marketing activities such as events, concerts, performances are accepted by all target groups as an opportunity for differentiation

•

Additionally, both Retailers and Landlords want to enhance advertising -TV and outdoor, while Visitors outline services, supermarket, food options, proximity of metro station as area for differentiation

© Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Visitors evaluate positively location, variety of brands, atmosphere and orientation but consider as crucial convenience and free parking, variety in product categories and positive attitude of the personnel

High

Don’t neglect

Keep up the good work

Convenient location / proximity

Close to bus/tram station

I can find everything I need at one place

SATISFACTION

Pleasant atmosphere and well arrangement

Variety of brands

Offers variety of attractions for children Offers different brands than other shopping centers

It is convenient for moving/ easy orientation Offers very good fashion brands

Cinema

Free parking

Available bank, places to pay the bills Supermarket Has a variety of restaurants and cafes

Attractive discount, promotions

It is appropriate place for a walk / to spend your spare time

Kind and nice personnel in stores

Ϻ Close to metro station

Entertainments

Variety of stores for different product categories

Convenient parking

Nice food court (interior and food variety)

Low

Offers variety of services – dry clinging, car washing

Interesting events

Differentiate from others

Low © Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

It’s crucial to ensure

IMPORTANCE

High 6

Location is the main driver for choosing a shopping center to visit Your visitors say the reasons to visit a shopping center are‌.

Convenient location/proximity

80%

Variety of brands

68%

Cinema

66%

Easy orientation

64%

Diversity in product categories within the mall

63%

Pleasant atmosphere

63%

I can find everything I need in one place

61%

Brands with different price levels

60%

Nice food court (interior & food variety) Supermarket

58% 53%

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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High

Retailers perceive positively location of shopping centers and their property management but outline communication with center management and good tenant mix as main area for improvement Keep up the good work

Don’t neglect To have cinema and other entertainment options (playground etc.)

To have good property management (hygiene, security, ventilation, air conditioning) Convenient location/ Accessibility with all type of transport

SATISFACTION

To be easy for orientation, convenient entrances/ exits, escalators, places for relax To provide pleasant atmosphere (music, light, decoration) To have variety of restaurants and cafes

To offer good mix of tenants in the shopping center

To have good communication between shopping center’s management and tenant

Low

To be advertised – TV or outdoor advertising of the shopping center in order to generate traffic

Differentiate from others

To organize marketing activities – events, concerts, performances, games, workshops in order to generate traffic in the shopping center

Low © Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

It’s crucial to ensure

IMPORTANCE

High 8

Landlords evaluate positively communication with tenants, property management and variety of F&B. Pleasant atmosphere and tenant mix are the main areas to be upgraded Keep up the good work

High

Don’t neglect

To have variety of restaurants and cafes To have good property management (hygiene, security, ventilation, air conditioning)

SATISFACTION

To have good communication between shopping center’s management and tenant To have cinema and other entertainment options (playground etc.)

To be advertised – TV or outdoor advertising of the shopping center in order to generate traffic To organize marketing activities – To be easy for orientation, convenient entrances/ exits, escalators, places for relax

To provide pleasant atmosphere (music, light, decoration)

events, concerts, performances, games, workshops in order to generate traffic in the shopping center To offer good mix of tenants in the shopping center

Low

Convenient location/ Accessibility with all type of transport

Differentiate from others

Low © Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

It’s crucial to ensure

IMPORTANCE

High 9

Enhancing tenant mix is the intersection point among Visitors, Retailers and Landlords Visitors

It’s crucial to ensure

Good tenant mix

Retailers

Retailers

Visitors

Kind personnel in the stores Convenient parking

Free parking

Landlords

Good communication between center management and tenants

Landlords Pleasant atmosphere Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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What does good tenant mix mean for Visitors?

Your visitors say they usually buy Gifts, Food and Fashion‌ 86%

Gifts Food

83%

Fashion

82%

Books

77%

Sportswear and accessories

76%

Shoes, bags and suitcases

75%

Services/ Banks

74%

Perfumes and cosmetics

73%

Underwear

72%

Electronics

71%

Children fashion and toys

65%

Accessories and jewelry

64%

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Sports and Casual wear meet best the expectations towards the offer in the category Your visitors say they are very satisfied with the variety of ‌ Sportswear

43%

Casual wear

43%

Shoes

41%

Formal wear

40%

Business clothes

40%

Underwear

39%

Sport accessories

39%

Fashion accessories and jewelry

38%

Children clothes and shoes

36%

Children toys and accessories

34%

Hobby products and accessories

34%

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Fashion has its followers among Visitors but the dominant attitude towards the style is practical Your visitors say‌ Rather follow convenience and practicality than fashion trends in clothing

73%

Strive to shape my own style without being interested in actual tendencies or people

62%

Strive to follow actual tendencies in clothing and beauty products Monitor and get ideas for clothing by celebrities - actors, singers, people from TV

31%

17%

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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H&M, Adidas and Zara are the top favorite brands for Visitors Your visitors say they like the following brands ‌ 57%

H&M

39%

Adidas

35%

Zara

26%

LC Waikiki Terranova

24%

Kenvelo

23%

New Yorker

20%

Tom Tailor

19%

Reserved

17%

Esprit

17%

Bershka

17%

United Colors of Benetton

16%

Peek & Cloppenburg

15%

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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From Retailers' and Landlords' perspective, H&M and Zara increase the attractiveness of a shopping center Retailers say they would open a store if the following brands are presented …

38%

H&M

32%

Zara

Landlords consider as a must the presence of …

H&M

100%

Zara

94%

Peek & Cloppenburg

19%

LC Waikiki

59%

Bershka

18%

New Yorker

59%

LC Waikiki

17%

Peek & Cloppenburg

Terranova

15%

Terranova

New Yorker

15%

Reserved

Reserved

13%

Bershka

18%

Pull & Bear

18%

Pull & Bear

11%

Base: Retailers, n=85 © Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

47% 41% 35%

Base: Landlords, n=17 15

Fashion is top priority to be enhanced in a shopping center tenant mix Landlords say they would like to further develop ‌

47%

Fashion

Food & beverages

29%

Services

29%

Entertainment

6%

Base: Landlords, n=17 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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What does it take to differentiate a shopping center …… ..... Organizing marketing activities such as events, concerts, performances Visitors

Differentiate from other shopping centers by Marketing activities

Visitors

Retailers

Advertising Pleasant to hang around

Retailers

Variety of services Banks/ places to pay bills

Ϻ

Nice food court Variety of restaurants/ cafes Supermarket

Landlords

Entertainment

Ϻ

Proximity to metro station Easy orientation inside

Landlords

Convenient location © Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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‌.and which events are considered as more attractive

by Visitors?

Food and drink degustation generates highest attractiveness 41%

Food and drink degustations Entertaining games and lottery

39%

Presenting and testing of products

39% 37%

Special bazaars and festivals

35%

Musical events (concerts , parties) Sport events and contests

19%

Puppet theater

17%

Educational presentations / conferences

16%

Painting and photo exhibitions

16%

Fashion events

11%

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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So, how do visitors spend their free time?

Your visitors‌

Go to a restaurant 4,2 times a month

Practice their hobby 5,4 times a month

Visit shopping malls 4,1 times a month

Browse the internet 9,3 times a month

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Both Landlord and Retailers consider media communication as a way to differentiate Your visitors ‌ Watch bTV

78%

NOVA TV

77%

BNT 1

48%

Visit internet sites 75%

abv.bg sinoptik.bg vbox7.com

42% 40%

Base: All visitors, n=700 Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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What else?

Our full version report will give you unique insights into:

Performance of shopping centers as seen by visitors, retailers and landlords

Purchasing power

Visitors’ experience in shopping centers

Socio-demographic profile of shopping center visitors

Attitudes toward brands as seen by visitors, retailers and landlords

Free time activities and media behaviour of shopping center visitors

Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Full version content

Performance of shopping centers as seen by visitors, retailers and landlords  Ranking by importance of criteria when choosing which shopping center to visit  Level of satisfaction with the above criteria

Visitors’ experience in shopping centers  Prompted and unprompted awareness of shopping centers  Experience ranking – ever visited, visited in the last 3m, visited in the last month, most often visited shopping center  Visitors’ intention for future visits  Satisfaction with offered variety and brands in each category  Top 5 reasons to visit a particular shopping center  Mode of transportation  Preferred categories for purchase  Top 3 type of events attracting visitor  Visitors’ profile of each shopping center © Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

Attitudes toward brands as seen by visitors, retailers and landlords Visitors’ perspective  Favourite brands in selected categories: Fashion Shoes Accessories Furniture and home decor Health & beauty  Attitudes toward fashion trends Retailers’ perspective  Top 5 “must have brands” to decide to open a store in a shopping center Landlords’ perspective  Top 5 “must have brands” to ensure attractiveness of a shopping center

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Full version content Purchasing power  Annual spending on selected categories: Fashion Lingerie Sportswear and accessories Shoes Health & beauty Accessories and jewelry Optics Books Children fashion and toys Electronics Home décor / Furniture/ DIY

Socio-demographic profile of shopping center visitors  Education  Employment status  Marital status  Members of household  Number of children under 14y.o  Net monthly income of respondent  Net monthly household income  Car possession  Type of the living place  Region and districts

Free time activities and media behaviour of shopping center visitors  Frequency of activities  Most often visited cinema  Watched TV channels (weekly)  Listened radio stations (weekly)  Read printed editions (weekly)  Read magazines (monthly)  Visited internet sites (weekly) © Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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Our proposal

Price of the full version report 1,200 euro (excl. VAT) Please, contact us to order the report.

Š Colliers & GfK November 30, 2015 | Perspectives on Shopping centers in Sofia

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