THE SECRET
Formula of Communication
THE RIGHT MEASURE OF COMMUNICATION The point is to create and maintain the reputation of a retail park as a place for unique shopping and good entertainment. The key thing is to find the right measure of communication that will satisfy all three sides n the case of retail parks, communication must be such as to satisfy three sides leases, consumers and the retail park as a brand. The focus is on all the brands that are sold in a retail park and their benefits, as well as on the interests, needs and wishes of shoppers, but in such a way that it actually shows the retail park as a unique brand.
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In which way does the marketing approach used by retail parks in Serbia differ to the one used abroad? — When we compare retail parks abroad to those in our country, the main difference is in the status that the park has which corresponds to how much they invest in marketing. In other countries, retail parks are organized in such a way that they are used solely for shopping. Oftentimes, they have one supermarket and several shops with famous brands, prices are more affordable, and the comfort level is higher in terms of parking and open spaces. Shoppers have only one goal, which is to shop quickly,
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A L E K SA N D RA KOŽ U L PR & Digital Director, Novaston Marketing Consultancy
FORMULA
CHANGING Our company is known for substantially changing the aforementioned concept of retail parks to suit the needs of the domestic market.
practically and at affordable prices and this is known abroad as "stop and shop". Accordingly, investments in marketing are very low or almost non-existent. In case they do use marketing services, this usually boils down to several big campaigns like the Christmas campaign or campaigns on promoting new shopping season. However, the “stop and shop” concept is still not developed in our country in the right way because shoppers here want also to have additional entertainment, indulge in interesting content, have frequent sales and enjoy in the performances by celebrities. Our company, Novaston Asset Management was founded as an independent real estate platform, with Novaston Marketing Consultancy being one of its subsidiaries. Our company is known for substantially changing the aforementioned concept of retail parks to suit the needs of the domestic market. Our guiding idea was that shoppers actually want a place where they can spend quality time while engaging in good, affordable shopping.
In order to achieve this, and in addition to standard campaigns, we have also introduced additional activities like celebrating the birthdays of retail parks and various holidays, the summer season and periodical shopping days and weekends. Today, retail parks in Serbia differ from shopping malls only in terms of the size of open spaces, because they have a roof. In many cities, retail parks are the only, serious shopping malls and the places where people gather.
How different is the approach that retail parks have to communication in relation to how certain brands in them communicate, and what are their target groups? — In the case of retail parks, communication must be such as to satisfy three sides - leases, consumers and the retail park as a brand. The focus is on all the brands that are sold in a retail park and their benefits, as well as on the interests, needs and wishes of shoppers, but in such a way that it actually shows the retail park