Shopping Mall Expert - June_August 2016

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Are shopping malls exposed to acts of

terrorism?

ISSN 2450-1433 | 14.99 euro

JUNE–AUGUST 2/2016 (4) | shoppingmallexpert.com

An ANSWER to all customers'

needs

Interview with Philippe Catteau, the owner of One Nation Paris

A memorable dining experience Interview with James Walker, President, Global Operations and Development

The future of retail leadership:

a mismatch of expectations and reality

inspired by nature Interview with Pablo de La PeĂąa, Sales Director, El Naturalista

Shopping Mall Expert E-COMMERCE 360 EUROPE 2016 7-8 September London, UK ACI’s eCommerce 360 Europe will be taking place in London, UK, on 7-8 September 2016. Over the two days, the event will give you in-depth look into the main drivers and challenges faced by brands & retailers when it comes to eCommerce, through case studies, interactive sessions & panel discussions, led by industry experts. The conference will bring together senior representatives from various sectors of online retail, technology & solution providers, as well as agencies.

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VERDICT FUTURE RETAIL STRATEGIES CONGRESS 2016 7-8 September London, UK The two-day congress will be focusing on the practicalities of implementing an omnichannel customer journey – everything from customer engagement, mobile advertising to in-store experience and the last mile.

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OMNISHOPPER 2016 10-13 July Chicago, USA For more than 15 years, OmniShopper has been the leading conference for retailers and manufacturers providing shopper and consumer focused industry players with the tools needed to overcome major transformation, convert insights into action, and drive business growth. The 2016 agenda is designed to elevate total store shopability – be that on-line, in-store or in-home – in order to stay relevant in today’s tech and shopper-driven retail landscape.

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Designed by Freepik

THE DYNAMIC DISTRIBUTION DISRUPTION (D3) RETAIL 2016 SUMMIT 13-14 July New York, USA The Dynamic Distribution Disruption (D3) Retail 2016 Summit is a two-day event that brings together 150 omnichannel supply chain retail executives to share best practices and to build their omnichannel supply chain roadmap. Speakers include C-level supply chain execs from The Home Depot, Walmart, Michael Kors, Google, Nike and Lacoste.

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ONLINE RETAIL AWARDS 2016 13 September London, UK The Online Retail Awards are international, impartial, independent business awards that can be won by online retailers of any size anywhere in the world. The aim of the Online Retail Awards is to seek out examples of retailers' web, mobile and tablet sites and advances in digital stores that offer great online shopping experiences for customers and reward them publicly.

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PARIS RETAIL WEEK 2016 12-14 September Paris, France PARIS RETAIL WEEK highlights French Expertise and is the only event in Europe to address the cross-channel issues facing retailers and e-retailers in a global market place. It brings together, under one roof, EQUIPMAG, France’s leading trade show dedicated to global solutions for retail and distribution; and E-COMMERCE PARIS, Europe’s major cross-channel event.

We are where retail thrives •

OMNISHOPPER INTERNATIONAL 2016 15-17 November London, UK Today’s retail arena is commonly characterized by relentless change and retail competition. In response to that challenge, OmniShopper has been uniquely designed to be 100% focused on deeply understanding shopper and consumer behaviour, and activating that research and intelligence into marketing and sales strategies at retail.

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RETAIL BUSINESS TECHNOLOGY EXPO 2017 8-9 May London, UK RBTE is a must visit event for European retail, hospitality, travel, entertainment and leisure operators and etailers who want to keep up to date with all the latest solutions as well as take advantage of the strategic and tactical advice that will be available to help them. It is relevant for all members of the team responsible for taking or influencing purchasing decisions, including IT, eCommerce, payments, marketing, loss prevention, finance, supply chain, profit protection, operations, HR and security.

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RETAIL DESIGN EXPO 2017 8-9 May London, UK Retail Design Expo brings over 220 exhibitors from all branches of retail design, marketing and visual merchandising. There are lighting designers and manufacturers, design consultancies, surfaces and materials suppliers, flooring companies, POP designers and manufacturers, visual merchandising companies, display and fixtures manufacturers, furniture suppliers, signage companies, shopfitters, trends consultancies – everything you could possibly want under one roof.

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SMART STORES EXPO 2017 23-25 January Abu Dhabi, UAE The retail market in the Middle East is ever expanding and evolving. And the modern consumer expects nothing less than a store that provides a hassle-free shopping experience. And to help the retail sector transform them and take the ‘smarter’ route, VIS Exhibitions and Conferences has launched a new trade show - The Smart Stores Expo 2017, the region’s first event of its kind. The show is designed to provide the latest solutions, services, design, equipment and innovations to existing and new investors in the market.

CONTENTS COVER

An answer to all customers' needs Interview with Philippe Catteau, the owner of One Nation Paris

14 FEUILLETON

Are shopping malls exposed to acts of terrorism?

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12 retail design trends

20

The ethical option makes good business sense

EXPERT

48 40

How to unite brick-and-mortar and online retail?

Are shopping malls exposed to acts of terrorism?

10 12 retail design trends

20 The future of retail leadership: a mismatch of expectations and reality

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Mix LIFE&STYLE

Gadgets

58 Dubai: the land of splendour and lavish life

60 Q&A

Inspired by nature

Interview with Pablo de La Peña, El Naturalista

&Match

What are the modern consumers? Cosmopolitan, open-minded, uncompromising, courageous. It's a totally new group of customers, which cannot be compared with any previous one. In the era of modern technology they are in constant contact with the rest of the world and the territorial boundaries don’t constitute any barriers for them. More important than the price is a good opinion of the product, however in regard to the quality they don’t go to any compromises. There is no denying that they represent unusual challenge for the retail industry. How to deal with it? The French One Nation Paris adheres to the philosophy “Mix & Match”. You can read more about that on page 15.

Although the modern lifestyle and technology bring with them many benefits, we can’t forget about their dark side.

As we already have known shopping centers are attracting a lot of people. Are shopping centers exposing to terrorist attacks? Or is it just an unnecessary panic fueled by the media? I encourage you to read the article prepared

by Chris McGoey, an international expert in the field of security.

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Enjoy your reading.

Agnieszka Nejman Editor in Chief

A memorable dining experience

Interview with James Walker, President, Global Operations and Development for Johnny Rockets PUBLISHER: CentraNet s.c., Dominik Rybarczyk, Paweł Tracichleb ul. Wronczyńska 10, 60-102 Poznań, PL 7792294126 centranet@centranet.pl, www.centranet.pl ISSN 2450-1433

34 Visiting special destination Interview with James Hepburn, Development Manager at Hammerson

44 An attractive lifestyle destination

Interview with Chang Yeng Cheong, General Manager, SMRT Alpha Pte Ltd

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EDITORIAL OFFICE: Shopping Mall Expert ul. 28 Czerwca 1956 r. 314 c, 61-469 Poznań, Poland tel. + 48 (61) 282-17-24, contact@shoppingmallexpert.com www.shoppingmallexpert.com EDITOR IN CHIEF: Agnieszka Nejman tel. + 48 (61) 415-51-24, contact@shoppingmallexpert.com

EDITORIAL BOARD Karolina Stankowska, Marta Mrowińska, Terna Jibo, AND COLLABORATORS: Linda Cahan, Steve Baggi, Chris E. McGoey, Per Bogstad ADVERTISE: contact@shoppingmallexpert.com

DTP AND PHOTO EDITION: Piotr Przepiórkowski

PRINT: Print Studio in Kobyłka

The Editorial Board of the Shopping Mall Expert has a right to select the received material as well as to proofread and shorten the received texts. Unsolicited material will not be returned.

All material published in the Shopping Mall Expert is protected by copyright. The Editorial Board is not liable for the content of advertisements and press releases. Non-contractual dissemination of publications is not allowed.

Cover photo: Philippe Catteau, courtesy of One Nation Paris

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PLASTIC BAG ART AT WESTFIELD HORTON PLAZA

GUM CENTER TURNS BACK TIME

Westfield Horton Plaza became home to a unique work of art made out of plastic bags.

The bags have been repurposed as a material for the art installation — made even more exceptional by the fact that it is crocheted. Customers could bring plastic bags they no longer needed, and then try their own hand at crocheting with plastic. The purpose of the project was to show that the more we contribute, the more we can create. On top of that, the initiative offered participants an opportunity to experience the importance of pro-environmental behavior. The „environmentally-friendly“ piece, entirely made out of plastic bags, was more than 15 feet wide. It was created with participation from the famous artist, Cat Chiu Philips.

A Moscow mall, GUM, has hosted a watch exhibition. The oldest model on display dated back to the year 1900. The exhibition, mainly featuring women's watches, could previously be seen in Milan, with Nicole Kidman attending the opening ceremony. Moscow is the second European city hosting the event.

“We are the only brand in possession of such exceptional pieces and we are glad we can now show them to the public,“ said Stephen Urquhart, president of Omega. The exhibition also included iconic watches from the 1920s, 1960s, and 1970s, as well as the famous Lepine pendants. ru

BIKINI BERLIN FLOWER INSTALLATION

m. gu to: Pho

Shoppers coming to the Bikini Berlin mall in Germany could see a breathtaking flower art installation by Rebecca Louise Law. The artist used nearly 30, 000 flowers to bring nature inside the mall.

As days passed, the live flowers changed colors, showing their full spectrum of hues to the visitors.

Rebecca Louise Law is a London-based artist renowned for her unorthodox artistic creations.

NEW BROADWAY SYDNEY APP Delve into a 3D virtual world with the new Broadway Sydney app. You can discover the entire offering of the mall by downloading the app and going to level 2 of Broadway Sydney. There you will find hoardings designed to guide you through this new experience – just point your phone to the graphics to see 3D images on your device. The app mostly focuses on the food court offer, Photo: facebook.com/BroadwayShoppingCentre

Photo: facebook.com/BikiniBerlin

UNDERGROUND EXHIBITION AT K11 The basement of the Chinese K11 mall has been filled with contemporary artworks by the most eminent Chinese artists, including Lu Yang, Cheng Ran, Zhang Enli, and Zhang Peili. The exhibition also featured a multi-media guide. Using QR codes, visitors could discover the story behind each piece and get a look into the life of its author.

Film material displayed at the venue introduced the visitors to the major themes in contemporary art. All present agreed that the exhibition was one of the best they have seen, second only to the Dali retrospectives.

Photo: k11artfoundation.org

Photo: westfield.com

NEWS

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as this area is now undergoing redevelopment and thus is closed to customers. “This is something entirely new. We wanted to give our customers a look into level 2 of our mall, which is currently being remodeled to enhance their experience. Thanks to modern technology, they can preview the outcomes of our redevelopment,” said Justine Saltmarsh, the manager of Broadway Sydney.

NEWS

CELEBRATE THE START OF SUMMER AT COSTA’S SUMMER STORES

Photo: Costa.co.uk

London, Leeds and Glasgow have been chosen as 3 locations to be refurbished with a new tropical décor. Windows, floors, walls and tables have been adorned with tropical prints and flamingos. Patterned cushions and plants provide the finishing touches. The stores will also have special selfie zones, where customers can pose in a Miami themed setting, complete with sun loungers, grass and flamingos. Customers have a chance of winning summer-themed awards if they tag their selfie with #seriouslysummerselfie on social media. For the duration of the campaign, baristas will wear t-shirts specially designed by Refinery 29. Now everyone can enjoy summer at Costa coffee shops, regardless of the weather. The campaign ends June 27th.

Photo: Facebook.com/MOSCHINO.officialpage

PERFUME IN A WINDOW CLEANER BOTTLE?

JOHN LEWIS UNVEILS THE UK'S SMARTEST HOME EXPERIENCE

The world of fashion has shown us time and again that it knows no bounds and draws its inspirations from all areas of life. New evidence of that has come from the Italian fashion house, Moschino. The main motif of the summer collection by Jeremy Scott is a cleaner bottle. This is the vessel containing the brand's latest fragrance, Moschino Fresh. The face of the fragrance is Linda Evangelista. Surprising inspirations are a trademark of the American designer, whose earlier projects incorporated symbols related to cartoons or fast food.

Pho to: joh n

MACY’S SUMMER VIBES

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For the first time, Macy’s was hosting a digital music festival on YouTube to celebrate American Icons and kick off the summer on a high note. Created and produced by Macy’s and Portal A, the 60-minute music experience and summertime hangout featured intimate performances with an upbeat lineup of fresh talent. Headlining the concert was Broadway actor, YouTube sensation and TV personality, Todrick Hall. Hall was joined with performances by emerging artists including: pop rock singer-songwriter, AJ Rafael; family musical group, the Gardiner Sisters; and teen singer-songwriter, Macy Kate. Viewers had access to behind-the-scenes footage, backstage interviews and other special segments. All artists were sporting the latest fashions from Macy’s for the season.

Best of all, viewers could hit play and give back at the same time. For every view of the festival through June 19, Macy’s donated $1, up to $100,000, to Got Your 6, the national veteran nonprofit campaign that empowers veterans to become leaders, team builders and problem solvers in their local communities.

John Lewis has set its sights on the future by opening the UK's largest smart home technology experience at its flagship Oxford Street store. The 1,000 sq ft. space, opened its doors to customers on the 7 of April and boast futuristic gadgets for every part of the home.

From an oven that enables you to put dinner on before you leave the office, to a bedside device that monitors the quality of your sleep and a smart fridge which does your internet shopping for you, a wide range of the latest cutting edge technology are on display in an interactive, real-life home setting. The move comes in response to an 81% increase in sales of smart home products in the past year at John Lewis.

Four interactive zones: 'Kitchen', 'Entertainment', 'Sleep' and 'Home monitoring' demonstrate how customers can save time, effort and enhance their busy lifestyles by controlling their home through the touch of an app on their smart device.

STRADIVARIUS LAUNCHES THE FIRST DIGITAL POP-UP STORE ON BOARD A PLANE

Photo: Facebook.com/Macys

Stradivarius has organised the first digital pop up store on board a plane. Flight attendants on a flight from Barcelona to Split gave passengers mobile phones that came with an app, designed specifically for the event, for purchasing clothes from Stradivarius' latest collection. The passengers included leading international fashion bloggers, invited by the brand, whose final destination was the island of Hvar (Croatia) as a part of The Summer Expedition 2016, where they will enjoy different looks of the brand and some leisure activities. All the passengers were given a corporate gift after landing and a gratittude letter for attending this initiative, another success after the fashion show Stradivarius organised on a plane in 2015.

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EXPERT

HOW TO UNITE

BRICK-AND-MORTAR AND ONLINE RETAIL?

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EXPERT

Through widespread access to the Internet and use of electronic devices, consumers today are more connected to one another, and to the world around them, than ever before. Recent advances in technology, mobile and social media have spawned a new breed of smarter, agile and better-informed, omni-channel and omnipotent consumer. A combination of changing shopper attitudes and the mobile digital revolution has created a new retailing paradigm based on consumer-driven innovation

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number of social, cultural, economic and technological factors are combining to reshape the retail landscape and traditional bricks-and-mortar stores. The scale, magnitude and transformation are forcing brick-and-mortar retailers to adapt to the accelerated convergence of the physical and digital in a hyper-connected world. Equally, we are also starting to witness a new trend: online retailers investing in bricks and mortar stores after they started life online.

Today consumers own multiple devices and move seamlessly between them to search, shop and connect with people or businesses. The growth in mobile devices – not to mention their ever-increasing number of functions – means that typical ‘desktop activities’ and ‘TV activities’ are being performed by smartphones and tablets instead.

The time spent with media has also changed radically – (mobile and tablet) has surpassed the time spent on desktops and laptops. 90% of media consumption today is screen based. As mobile devices are becoming critical to engaging consumers, retailers increasingly need to tailor the experience to each channel and optimise the experience across all devices.

The exponential growth and penetration of smart connected devices have given rise to new shopping behaviours such as ‘showrooming', ‘click and collect' and mobile vouchering. Shoppers constantly flit between stores, mobiles, tablets and desktop to research, get customer reviews and buy products all within the same shopping journey. Deal sites, social media, aggregators and word-of-mouth recommendations by friends and family now influence shopping and purchasing decisions.

Consumers' expectations for retailers to meet their needs as they occur is being met by rapid growth in real-time technologies. But many retailers are failing to keep pace with the rapidly evolving landscape, and customer demands for a seamless, multi-channel retail shopping experiences.

Unsurprisingly, the agile, hyper-connected consumer of the future will expect and demand exemplary customer service, personalised propositions and tailored products in the age of ‘everywhere-commerce.’

The behaviour of Millennial consumer We have recently conducted some research looking at the behaviour of Millennial consumer and the future of shopping and the implications for traditional brick-andmortar retailers and shopping centres were quite profound.

Our research showed how savvy Millennial consumers are when it comes to shopping online, being able to filter through masses of information and quickly dismissing content that doesn’t capture their attention.

Regardless of this, though, their highly developed online sense still needs the physical experience of frequenting brick-and-mortar retail stores – but they favour those retailers and stores that can integrate the two realms in a tech-friendly manner.

Millennials believe the best way for retailers to improve the shopping experience is to integrate better in store, online and mobile shopping channels – it's about creating SHOPPING MALL EXPERT |

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EXPERT

customised, online-to-offline shopping experiences. For Millennial consumers, their online and offline worlds aren’t separate and they think that retailers shouldn’t separate them either.

Unlike older generations, we learned that Millennial shoppers are happy to share their personal data – but only in return for offers and discounts. When trading their data, they expect better services and more individualised offers in exchange for their openness.

Brands and retailers need to understand that online shopping and offline are not competitors to one another, that they can coexist in a harmonious space, compliment one another by understanding their fundamental values and can sit side by side to support each other when attracting consumers.

For the Millennial generation, shopping is no longer enough of a reason to go to shopping centres. Malls must become more like full-service urban community centres, including open spaces where they can spend leisure time.

Millennial shoppers are seeking variety, engagement, convenience and ‘retailtainment’ from hybrid shopping centres, with a collection of unique stores, dining, entertainment and health and spa precincts under one roof.

They require services that can’t be replicated on the Web to persuade them to stay longer and offer promotions to reward frequent or loyal shoppers who can be tracked via their smartphones.

Brands, shopping centres, and retailers have sometimes been so future-focused in their quest to tap into many new technologies and platforms that the basic requirements for an enjoyable shopping experience have gone amiss.

Key elements of the shopping experience such as customer service, facilities and changing rooms, have not progressed or improved as much as they should have. This still poses problems, consequently deterring customers from the physical shopping experience.

The digital consumer is used to an organised and perfect visual display – deriving out of Instagram and online shopping platforms such as Zalando. Retailers need to create an optically strong and inspiring physical space to satisfy the millennial audience.

Ryan BeMiller

eCommerce Marketer, Shopping Signals When people decide they want or need something new, they first go to their phone or computer to begin the search. So if you want a chance to be in front of the customer first, selling online is a natural extension of your business. Fortunately, creating an ecommerce website is far easier today than it used to be. There are many ready-made shopping carts, website plugins, and fully hosted platforms (like Shopify) to help you get set up quickly.

As a brick and mortar business, you have a couple of unique advantages over online-only businesses, and you should capitalize on those. One advantage is that you can generate traffic to your online store by word of mouth with in-store customers. Another is that you have a built-in trust associated with your business because people can, if they want to, physically experience your store and interact with you on a personal level. Trust directly correlates to increased online sales.

I recommend starting small, only offering your best selling, most popular products online. Also, it's critical that you consider product weight, fragility, and size. These factors influence shipping and return costs.

Outstanding product photography is also hugely important. The larger and better your product photos are, the more sales you will make online.

There is a proven link between better product photos and online sales.

Nina Oswald

Managing Director Interbrand Germany / Central & Eastern Europe Today consumers no longer depend on stores only – they can do just about all of their shopping at the touch of a button. Online and mobile shopping allow us to gather information, choose products, pay for merchandise and organize delivery beyond time and space, fundamentally changing the economics of retail space. On the other hand, online and mobile services enable retailers to embed content in a browsing routine and place targeted incentives to draw customers to retail locations, resulting in planned purchase behavior in a highly competitive retail environment.

Hence, the physical experience and tangibility of the merchandise and its presentation may still be highly sought after and consumers will consciously go out of their ways for it. Once they are drawn into a store, the physical retail space will need to take on a new role in the customer journey: an integrated experience that offers a unique and memorable moment within the shopper’s journey which is not available online.

It will be important to connect and stay connected with customers before and beyond the store walk through. Retail brands need to understand that a holistic service experience and specific mobile-based service offers are key differentiators in their overall brand experience, and very effective marketing and selling tools to drive revenues.

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A radical rethink Today, mobile devices are being used by just 32% of retailers to communicate with customers, but by 2020, it is set to become the most common channel of communication, with 43% suggesting that it will overtake stores, call centres and direct mail.

In the future, omni-channel retailing will deliver a seamless, consistent experience, whether it's in-store, online or through a mobile device. There will be a radical rethink about the purpose of the store in the consumer shopping journey. Stores will evolve into experiential brand temples and interactive product showrooms to argument the brand experience.

Advanced mobile applications and Bluetooth becons will enable retailers to deliver relevant information, discounts, and products that meet a consumer’s individual preferences when they are shopping. In an age of turbulence, uncertainty and disruption, retailers and brands will have to implement structural changes to enable better agility and flexibility to survive and thrive in a consumer-centric landscape.

Retailers will need to transform themselves and adapt to an increasingly polarised world of greater channel fragmentation, nonstore retail growth, smaller formats, and non-traditional store formats. The rise of robot sourcing and automation will transform business and manufacturing. Rapid 3D prototyping will inspire

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EXPERT

David Johnston

Group Chief Operating Officer, Aimia As the retail experience becomes increasingly focused on personalisation, we should take inspiration from the past in determining the future success of bricks and mortar and online retailers to gain a clearer understanding of the way customers shop.

Knowing your customer by name and their likes and dislikes went with the territory of any good retailer in the past. These simple principles still apply today. In today’s world online retailers often have a head start in recognising their regular customers via personal information collected as part of the online shopping transaction. These details can be used to build a more detailed understanding of their customers which in turn is used to provide more tailored and personalised services and offers. Bricks and mortar retailers that can successfully marry their online customer information with their in-store visits should be able to mirror, or even better, this online service.

The smart phone in your customer’s pocket allows retailers to deliver this personalised experience.

With the customer’s consent, retailers can gain insight into customer preferences. And the rise of beacon technology to determine a shopper’s location, allows shop managers to enhance the overall shopping experience. For example, this might mean sending customers personalised and relevant offers in real time on their smartphone, or informing the shop manager that one of their most loyal shoppers is in-store, so they can go and say hello and thank them for their loyalty.

The ultimate aim of any retailer is to build long-term and real relationships with their customers.

Using sophisticated technology and smart use of data will enable today’s online and bricks and mortar retailers to bring back the personal touch.

the speedier development of new products by increasing productivity and lowering production costs.

In the 2020s, the multi-device, hyper-connected consumer will be even more empowered than ever before. Brand and retailers will need to tailor products and marketing to the needs of each customer.

Mobile, digital, social and local will combine to deliver increased personalisation and pre-emption in the pre-and-post customer journey. In the future, the interaction between services and people will be carried out using not just digital devices or machines, but also through the greater connection of the physical and digital worlds in the consumer's environment.

A new range of social network services will converge local online searches with social network reviews to become more relevant and tailored to consumers' new shopping behaviours.

As predictive technologies become ubiquitous, retailers and brands will be able to offer personalised, more relevant services and products to consumers.

Anticipation will lead to being able to reward customers based on their individual requirements through personalised, contextually aware, intelligent mobile shopping apps. Retailers will provide a tailored approach that will focus on predicting what you might buy like Amazon’s ‘anticipatory package shipping’ concept.

According to Scott Galloway, professor of marketing at New York University believes that successful retailers are now merging their online and high street presence

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to provide a seamless customer experience across the web and in store, which purely online businesses cannot easily match.

It seems that the future of retail will be a combination of the best of both worlds of bricks-and-clicks: merchants will aim to provide customers with a seamless experience whether shopping online via desktop or mobile device or at a traditional retail store. 

Terna JIBO Head of Strategic Insights at Portland He is a highly experienced research, cultural insight and trends specialist, with over ten years’ experience of directing domestic and international work for blue-chip clients. His vast research experience helps to put insight at the heart of the consumer experiences and commercial strategies created

by Portland. Terna’s Strategic Insight Unit produces original, imaginative and usable research that solves problems, accelerates great ideas and drives innovative design solutions for brands, businesses and organisations worldwide.

Q&A

Photo: One Nation Paris

Q&A

FRANCE

AN ANSWER TO ALL customers’ needs One Nation Paris is a French shopping centre dedicated to the one nation of fashion lovers. Regardless of their age, nationality or religion, they value originality and good fun in fashion. That is why One Nation Paris goes by the rule of mix and match, where luxury products are combined with high-street fashion Interview with Philippe Catteau, the owner of One Nation Paris

One Nation Paris is the largest outlet shopping centre in France. How can you describe the tenant mix of your shopping mall? What luxury and fashion brands can be found among the tenants?

One Nation Paris is a premium and luxury outlet which offers 400 brands of French and international companies. The idea of One Nation Paris tenant mix was to cater to all customers’ needs.

On the ground floor, customers will find trendy brands, such as The Kooples Sport, Levi’s, Samsonite, American Vintage, Alessi, The North Face, Rossignol, Columbia, Petit Bateau, Desigual, Kusmi Tea… and the Galeries Lafayette who opened their first outlet store in One Nation Paris and propose more than 150 French and international brands, such as Ralph Lauren, Burberry, Celine, Balenciaga, Michael Kors.

On the first floor of One Nation Paris, we offer premium brands, such as Zadig & Voltaire, Agnès B, BCBG Maxazria, Diesel, Brooks Brothers, Cacharel, Liu Jo, Faconnable, Courrèges, but also luxury brands as Armani, Etro, Trussardi, Hervé Léger, Guess and Scotch & Soda.

Can you tell us what your recipe for well-selected tenant-mix is? What guarantees success in this matter?

The goal of One Nation Paris tenant mix is to cater to all the consumers’ needs. The customers of One Nation Paris are people living in Paris and its western area, and the million of tourists coming to visit Paris and the Château de Versailles, located 10 minutes from our outlet.

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Q&A

Could you please explain the origin of the name “One Nation Paris”?

To satisfy these two kinds of customers, who both have a great purchasing power but may have different demands, we decided not to neglect any of their needs.

Nowadays, customers are doing what we call “mix & match”: they can buy a standard tee shirt in a brand like Mango, but wear it with a luxury bag from Armani. While being the largest outlet shopping centre in France, One Nation Paris is able to welcome both fashion and luxury brands, and is not obliged to focus only on one category.

We also intended to match special needs with a complete selective offer. For example, due to their high revenue, that is twice higher than the national average one, a lot of our French customers go

The name “One Nation Paris” comes from the idea that we wanted to dedicate our outlet to fashion lovers, who are indeed only one big nation, above borders and countries.

I also read that “One Nation Paris was created out of desire to celebrate the French touch”. How does it refer to the architecture of this project?

In the European market, outlets are often built on the same village concept. The villages are the same in Berlin, London or in Rome.

We wanted to dedicate our outlet to fashion lovers who are indeed only one big nation, above borders and countries skiing for their winter holidays. Therefore, One Nation Paris is offering to them the best brand mix in outdoor sport ever presented in an outlet, with brands like Columbia, The North Face, Rossignol and Pyrenex, but also with some more specialised brands as Odlo, X Bionic and Pearl Izumi.

We did the same with the home textiles offer by welcoming brands like Yves Delorme (Hugo Boss Home, Kenzo Home, Ralph Lauren Home), Garnier Thiebaut, Madura and Blanc des Vosges, and the Jeanswear offer with Levi’s, Diesel, Pepe Jeans, Seven For All Mankind and Guess.

We ended with the pastiches of villages to which was preferred a modern and design refined architecture with strong identity.

The idea for One Nation Paris was to anchor the outlet in its country, culture and environment, so customers would benefit from the outlet shopping in a “French way”. To achieve that, we worked with a French architect and a French designer. The centre is organised around 3 spectacular patios made from glass and concrete. In each patio, the designer re-interpreted symbols from Paris and Versailles with the pavement of « la cour de marbre » of the Château de Versailles, the French style gardens of Le Nôtre and the famous « Place de l’Etoile » of Paris.

Photo: One Nation Paris

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Q&A

Photo: One Nation Paris

One can also find the French touch in the brands we chose to propose to our customers, with the iconic Galeries Lafayette and other trendy French brands, such as Courrèges, Agnès B, Cacharel, American Vintage, Eleven Paris, Les Petites, Majestic Filatures, Zadig & Voltaire.

This unique architecture is praised by tourists who really appreciate the possibility to do their shopping in an environment that reminds them of the country they are in, and therefore prolongs their holiday experience.

Opening

December 2013

400

French and international brands

Speaking of tourists – how many guests visit One Nation Paris yearly?

One Nation Paris opened in December 2013.

In its first year, we welcomed 1, 7 million visitors and we reached 2 million visitors in 2015, the second year of opening. These are the best European figures for the first two years of an outlet.

At the same time, in 2015, tourism visitors increased by more than 141% compared to 2014.

One Nation Paris is located 30 min from Paris and 10 min from Versailles. Does the location play an important role in the case of this project?

Definitely, location is one of the major keys of success for an outlet.

When we decided to open One Nation Paris the idea was to be close to Paris, in order to benefit from the Parisian inhabitants, but not too close to avoid for the One Nation brands to be in competition.

We chose to open in the West Parisian area because it is the wealthiest area of Paris surroundings, and that assures us the strongest catchment area of France.

Proximity of the Château de Versailles was also a decisive factor. The Château de Versailles welcomes more than 10 million visitors per

Photo: One Nation Paris

1,7

million visitors during the first year

year and One Nation Paris location enables us to approach tour operators and offers a lot of packages where their foreign clients can visit the Château de Versailles and do outlet shopping on the same day.

Finally, the choice of Plaisir Commercial area was also strategic. This commercial area welcomes more than 22 million visitors per year and benefits from the Sunday opening (The Sunday opening represents around 25% of the weekly turn over for the center).

Whereas new outlets usually open in remote areas, opening in an already existing strong commercial area makes it possible to easily attract customers who are used to doing their shopping in this strong commercial area, and to avoid spending crucial time on creating the habit for them to come.

How do you communicate with the clients?

2

million visitors during the second year

11

million inhabitants (within one-hour drive) – catchment area

Top 5

countries among tourism customers: China, the United Arab Emirates, Algeria, Korea and Russia

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One Nation Paris outlet has the best catchment area in Europe. Within one-hour drive, we benefit from 11 million inhabitants whose revenue is twice higher than the national average one. But as the catchment area is large and dense, it needs time to fully catch it.

Communicating directly on the whole catchment area posed a risk of not being so visible and missing some of the inhabitants.

Therefore, we decided to work step by step. It seemed to us more effective to start working with the primary catchment area of people living within 20 minutes drive from the outlet to make them definitely loyal. That is what we did during the first year of opening. On the second year, we enlarged this communication zone by touching people living within 30 minutes drive.

With this strategy, we are gradually “securing” the catchment area and we benefit from a growth of the traffic every year.

We use all communication channels, such as display advertising, press, radio and the

Q&A

these two offers didn’t really fulfil the customers’ needs. Nowadays, customers are doing what we call “mix & match”: they can buy LEVI’S jeans, but wear them with a trench from BURBERRY. Therefore, there really was a place for an outlet like One Nation Paris that, with its size, is able to welcome both fashion and luxury brands.

In 2015, tourism visitors increased by more than 141% compared to 2014

Today One Nation Paris is already a well-known and popular outlet centre. What is your recipe for success?

The success of an outlet depends on three main factors: location, brand mix and communication. By choosing the best possible catchment area in France, a coherent and efficient tenant mix with both French and international notoriety brands and a strong communication strategy, we put all the chances on our side. The fact that we are a family company also plays an important role because of the constant dedication that we have in this project and the chance to benefit from a very professional and involved team to support us.

The very good results of these first two years of One Nation Paris proved that we made good choices. But we also know that we have in our hands all the keys to make it an even bigger success in the coming years and to achieve our ambition for our center: to make it the third best outlet in Europe.

Photo: One Nation Paris

One Nation Paris is the property of Catinvest – a family based company, with more than 1100 leases under their management. What are the future plans for your company?

Internet, but we arbitrate them depending on marketing events and consumer profiles targeted.

The website of One Nation Paris is available not only in French, but also in English, Spanish and other languages. This also proves that communication with tourists is very important to you.

We definitely want to become a significant player in the outlet industry. One Nation Paris is our outlet history start and we are already looking for new developments. 

It’s true. At One Nation Paris, we have a team especially dedicated to the promotion of our outlet among tourism professionals, such as tour operators and travel agencies. Therefore, we are pleased to welcome a growing number of customers from abroad. For some international brands present in One Nation Paris, tourism already represents (only two years after the opening) more than 20% of their turnover.

What nationalities are among clients of One Nation Paris?

The Top 5 countries represented among our tourism customers are: China, the United Arab Emirates, Algeria, Korea and Russia. The number of foreign clients is constantly increasing, as well as their average basket. For example, the number of Chinese visitors in 2015 increased more than 4 times compared to 2014 and their average basket now exceeds € 600.

To sustain this growth and even accelerate it in the coming months, a specialist of the Chinese market joined One Nation Paris team some months ago.

Philippe CATTEAU The owner of One Nation Paris Philippe Catteau was born on the 11th of September 1960, he is a lawyer and he also studied in the prestigious and famously renowned Paris Institute of Political Studies, also known as Science po Paris (class of 1986).

Professional career: 1986/1991: IBM France, Commercial engineer, then Head of Sales Department • 1991/1994: General Director of the CEDICO hypermarket and supermarket chain (110 stores, North and East of France) • 1995/1997: CEO of the French subsidiary of Tesco • 1998/2016: CEO of the Catinvets group (private company focused of commercial real-estate, present in France, Poland, the Czech Republic, Hungary and Romania) owner and shopping mall operator in five countries • In 2014 Philippe Catteau was selected amongst the best 50 French entrepreneurs (book published by the editor Presse Universitaire de France, containing the 50 best French business success stories).

How would you describe the outlet market in France? What are the most important challenges and problems?

The outlet market in France is not as developed as it is in some other European countries, such as Italy, for example. In the past years, you only had the choice between basic outlets and one luxury outlet, with two completely different types of brand mix. But

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RETAIL DESIGN TRENDS

Remember seeing a new car style and thinking it was either fabulous or just awful? Then, about a half-year later it became accepted as the new normal. Styles change and flow over the years for everything from automobiles to fashion to store design. Whether you are renovating an existing store, opening a new one or working with your retailers, it pays to know what design trends are impacting the market so you can choose which trends best reflect your image and brand

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EXPERT

At

Global Shop I attended an excellent presentation on Global Trends in Retail Design given by members of the Retail Design Institute. They described nine trends and I’m adding two more that I’m witnessing. Each trend can be translated into any type of store. In many cases, it makes sense to combine several of the trends to create a unique and memorable experience for customers both old and new.

Trend #1: COLOR While bright, saturated colors have long been connected to young children’s toys and clothing, they are now being used artfully in many types of stores.

Kameleon jewelry by COEN!, Eindhoven is a perfect example of using strong color on the walls and floors. Their cases are all in white, for contrast as well as for peaceful places to rest the eyes on after being stimulated by all the colors. The merchandise in the cases then becomes the star of the store.

Color on the floors in the form of tiles or carpet is an easy way to bring this trend into your store. A simple and affordable way is to paint focal walls in a color palette that makes sense for your image.

Trend #2: MONOCHROMATIC COLORS Monochromatic colors are varying shades of one color. Tiffany’s new stores are using different shades of their signature blue combined with white wood case lines and lots of tone-on-tone patterns. A monochromatic theme could be soft shades of greens mixed with a neutral taupe to create a warm, easy to browse in experience. People tend to lose track of time when surrounded by green. Corals make people friendlier and more open to conversation – always good for creating customer relationships.

Trend #3: HERITAGE This trend is all about conveying a distinct time and place through your design, architecture and displays. This is essentially storytelling made relevant for today. Think Ralph Lauren with all their nostalgic photos, props and presentations. This can translate into your store by finding what’s most unique in the history either of your store, town or city. Look into the history of your product/s and find a way to introduce that history to your customers.

Trend #4: IMMERSIVE When you feel transported into another world, you are experiencing an immersive brand experience. If you’ve ever been in a newer Bass Pro Shop or Cabelas in the United States, you understand immersive. Anthropologie creates a unique atmosphere with their one-of-a-kind focal elements and fixtures plus their use of textures and details. You feel like you’re in another world when you enter their stores.

Photo: Fotolia

Think of the shape of a lily or sand dunes and imagine that as inspiring your store design

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EXPERT

To create an immersive atmosphere, you need to focus on every element as part of the whole experience. Nothing can be from a different reality. This total experience relies on the details making sense with the whole image. For example, if you create an outdoor experience with painted or photo murals around the store combined with Gobo lights shooting dappled sunlight onto the floor, plus some fake tall trees and bushes just to complete the outdoor feel – you may want to forgo using chrome sign holders and stick to wood ones to complete the look.

Trend #5: BIO-MIMICRY Inspired by all things found in nature, bio-mimicry is a huge trend in retail design. 90-degree angles are rarely found in a store inspired by nature. There are more curves and people flow through the store rather than moving quickly down straight aisles or dealing with sharp edges.

Organic shapes, textures inspired by nature, plants and especially vertical plant walls are all fresh and new. Think of the shape of a lily or sand dunes and imagine that as inspiring your store design.

Trend #6: LOCAL Each Trader Joes in the USA hires local artists to create custom murals and signs that reflect the essence of the particular community

where the store is located. Imagine how you can translate this to your spa store. Retail that creates an experience that reflects the essence of the community where your store is located helps develop stronger relationships with your customer bases. You can develop a memorable brand identity by engaging local artists and artisans, as well as referring to local landmarks, events, cultural happenings and holidays.

Trend #7: TEXTURE Tactile finishes and materials including reclaimed or recycled materials are becoming very important in store design. Textures, even in places that can’t be touched, engage the eye and the sense of touch. When these textures are lit properly, they are appealing and interesting. No light equals no visual pop and you’ve wasted your money. For stores on limited budgets there are many manufacturers of faux textured panels that read “real” to customers. Unlike wood patterned plastic laminate that always feels fake, these foam backed textured woods, bricks and stones seem very authentic. Plus, they are far easier to take down when it’s time to move.

Trend #8: IMPACT This trend is all about WOW focal areas (or just one area) that define the store and brand. These can be hyper-scaled pieces, heroic walls

EXPERT

of color or texture, oversized graphics, “in your face” displays, oversized patterns, exaggerated repetition of elements and the use of unique finishes for each separate category.

You have to be brave to okay an impact element. Bravery almost always pays off big in this case. You will have people talking about you and good buzz creates new curious customers.

Trend #9: REPURPOSE “All Saints Spitalfields” is a chain of stores out of England, found all around the world, that uses tons of old sewing machines in their windows. The repetitive image of these machines is interesting and appealing plus, it says “clothing.”

Repurposing old items to create a fresh new brand is a huge trend as it is both environmentally responsible and authentic at the same time.

Trend #10: ROMANCE Feminine and frilly, this trend can look like a romance novel come to life. The lighting is atmospheric and flowers and florals are in abundance. This trend is most often seen with independent retailers who are gearing their selection to women shopping together. Immersive experiences are created for “oooh and ahhh” reactions.

Trend #12: DIGITALIZATION

second attention span. If their phones are more interesting than your images, you’ve lost them. If touch screens are used in a store to provide information about products, make sure each clip says how long it is. Try not to go over 1 minute. When people are shopping, you don’t want them to go into another screen and forget to look around at the actual stores’ merchandise.

The ideal store may make successful use of a combination of several of these trends at once.

Trend information exists to inspire you to refresh your store or give you ideas to help your merchants. When you renovate, it can make a huge difference to your customers. The energy in the store updates and feels alive. Freshness and creativity will inspire your customers as well as you and your staff. 

Anything digital adds a contemporary feel to a store – or a mall. Huge, oversized monitors can look amazing in a window or to make an empty store front into something interesting and experiential. But, content is everything! Know that customers today have about a 1 -3 Photo: Fotolia

Linda CAHAN Internationally recognized expert in visual merchandising with over 35 years of marketplace experience Linda's breadth of experience is in all segments of retail working with hundreds of independent retailers and retail corporations as a visual merchandising and store design consultant. She has been featured on MSNBC’s show “Your Business” in a show about the importance of window displays.

Linda gives seminars on a wide variety of retail topics nationally and internationally, is a member of the National Speakers Association and writes for several B-to-B retail magazines. She has been a columnist for Gifts and Decorative Accessories magazine for 16 years. Linda is the author of: "100 Displays Under $100", "Feng Shui for Retailers", "A Practical Guide to Visual Merchandising" as well as eight custom corporate visual standards manuals for major corporations in the USA and South America: including American Express, Singer, Saks Fifth Avenue, United Rentals, Taubman malls and Lancôme Cosmetics. She taught at Parsons School of Design in NYC for 12 years and now teaches very part time in Portland, Oregon.

Q&A SPAIN

Photo: El Naturalista

A

s the saying goes, we do not inherit the earth from our ancestors — we borrow it from our children. It is this kind of concern for the future generations that drives companies to sustainable and environmentally friendly practices. Consumer awareness is also increasing, as evidenced by the success of such brands as El Naturalista – inspired by nature and respectful of it

INSPIRED

by NATURE Interview with Pablo de La Peña, El Naturalista

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Q&A

El Naturalista was established in 2001. How can you describe the beginnings of your company?

world and decide to which project they want to give the amount of money, through the platform “We Believe In People”.

Our roots come from a region in Spain with Why is protection of the environment so important to you? a high tradition of shoes craftsmanship, so We are inspired by nature so we do obviously care about our muse. We think that giving birth to our own brand was almost respecting the environment is not an option, but an obligation and we always try a must. Let´s say that it was pretty hard at the to maintain this sentence in every action we participate in or while implementing any beginning, as we were born as a sustainable development in the company, although we can´t be considered a totally ecological brand and this concept was not so well company, as this is almost impossible to achieve nowadays. We just try to be understood in 2001. Not in Spain at least. This as sustainable as possible, this is the reason why our brand has so many is why we started being International and followers and fans, because they see us as an honest company. selling our product abroad. A sustainable Photo: El Naturalista shoe inspired by nature for committed people was something much better understood in Germany, the Scandinavian countries or the of shoes Netherlands. We were not planning manufactured in to export our products from our very own factories first beginnings, but it was our first step to survive.

100%

What has been the most important moment in the company development so far?

This was in 2006 when the documentary “An Inconvenient Truth” strongly addressed the issue of sustainability and the climate change.

The company’s vision of the world was easily understood from then on, so we grew pretty much. It was when we reached the 45 countries we are present in nowadays. From this moment our aim of being more than a company and being an agent of social transformation has started being appreciated. We have always been something more than shoes: we started giving the 2,14% of the price of every single shoe sold to social projects when we were little, and we went on doing it when we were bigger.

As you mentioned a mission of El Naturalista is to create shoes inspired by nature for committed people. Could you please explain what it exactly means and how you put it into practice?

Our shoes have a nature motive, which is always represented on the outsole. We have lines called Octopus, Colibri, Formentera or Ibiza, for example. The Design Department starts working on a design after a trip to a certain place that has impressed them.

They start building the shoe from the outsole and there is always a real and natural motive represented on it.

And they are for committed people, because as I said the 2,14% of the price of every shoe goes to social projects. The people buying our products are committed to build a better

Q&A

Many companies use “sustainability” only as a marketing tool. How can we find truly environmentally-friendly brands?

we sponsor an academic and adventure program in Spain (España Rumbo al Sur) and we make regular donations of shoes to organizations that work for the most vulnerable people in Europe, Japan and South America.

It is gradually becoming clearer that companies cannot omit the sustainability from their strategies and use the resource of the Planet as if they were their own ones. Nowadays, there is plenty of information about sustainability in the fashion sector on the Internet. Every person can find the details to know if a company is sustainable or not, and make their choice having this in count.

How can you describe clients of El Naturalista?

Most of them are women (85%) between 26 and 50 years of age, with a casual look and causal lifestyle. They like traveling, are passionate about nature and love the arts.

The important part of your activity are also charitable actions. In what kind of charities are you involved?

Today, El Naturalista is present in more than 45 countries. Which of these markets are the most profitable for you and which are the most demanding?

We work on Children Assistance and Education: since the earthquake we have been supporting a school in Haiti, and also a house for young mothers with no resources in Peru. Furthermore,

Germany, the UK, Spain, France, and Italy are the biggest in terms of business. The American market, after we settled our subsidiary

Photo: El Naturalista

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Q&A

company in the US 2 years ago, has become a real challenge for us. Our biggest goal this season is to be able to maintain our growth in China where we have had great results till today.

You have over 3, 000 sales points around the world. What are the main distribution channels for your brand?

Most of them are multi brand retails. We also distribute on the biggest online platforms in the world, such as Amazon, Zalando, Sarenza and Zappos in the US, and we also sell online through our own e-shop.

We truly believe that these 3 channels, off (multibrand shops and own shops) and on line (online companies and our own Photo: El online e-shop) have enough space on the market to live together Naturalis ta without damaging each other. Companies like us just need to have a clear and honest strategy in all these channels, in order to help all of them as much as possible and turn their disadvantages into advantages.

In any business the product is as important as the process

Regarding the Internet, El Naturalista is also very active in social media.

It’s true. The social media are a powerful tool of customer services: we receive many questions through Facebook, Twitter and Instagram, and these are the fastest channels to pay a lot of attention to our customers.

How do you evaluate competition in the footwear industry?

Photo: El Naturalista

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Q&A

There have been new competitors growing during the last years. So it has happened with the biggest fashion companies that nowadays offer shoes, too. Furthermore, the sport companies, that used to be focused on sport products, are getting into the fashion pretty hard. It is difficult to deal with them, as they are very powerful brands and invest big money in marketing.

We believe that the specialization, the handcraft work and the quality products are still very attractive to the public. This is why we can survive making our shoes is Spain and spreading a long lasting message in a world where everything is global and fast.

Running such a large brand requires making many, sometimes difficult decisions.

I agree, but even if we have become bigger we are still a little family brand and this way of acting still determines our decisions.

It is not easy taking decisions, setting our challenges and changing the strategy if we realize that we´ve been wrong. But we have always preferred to be a nimble mouse rather than a slow elephant.

Moreover, our professional team makes everything easier. As Warren Buffet said: “Hire

85%

of clients are women

90%

The people buying our products are committed to build a better world

exportation rate from Spain Presence in

45

countries More than

27,500

followers on Facebook More than

1700

followers on Twitter (data collected on 13.05.2016)

Photo: El Naturalista

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the most talented and let them make what they do best, or hire the cheapest people and tell them what to do”.

What advice would you give to young people who want to succeed as you have?

I´d tell them to go after their dreams and to work hard to make them come true. Never give up and keep in mind that they can come true with hard work, dedication and effort. It is important to remember that in any business the product is as important as the process.

You can failby having a bad product and an amazing management or vice versa.

What is your greatest achievement so far? And what can we wish you for the coming years?

Having an amazing family, watching my children growing up day by day and being healthy. 

EXPERT

FUTURE

THE OF RETAIL LEADERSHIP: A MISMATCH OF EXPECTATIONS AND REALITY

Just over one year ago, it became evident to me, from my conversations with privateequity companies, retail chairmen and retail CEOs, that there was a distinct lack of clarity around the future of retail-leadership. Trends were emerging and consensuses were developing around the future priorities for retailers: omnichannel, changing customer behaviour, the harnessing of data, to name just a few. However, what was absent from the narrative was a collated view of the industry around leadership; in other words, what personal traits and technical skills are required of future retail CEOs

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EXPERT

T

he challenges of the future are broadly known. However, the profile of the individual who is best-placed to lead a company through these challenges was not yet known. I felt that it was time that this changed and that we survey the global retail market to find out the priorities for the future retail CEO – the retail CEO for the year 2020 (a year that admittedly, was arbitrarily picked out as one in the medium-term future). As a result, the idea behind our research paper, The DNA of the Future Retail CEO, was born.

It is often part-and-parcel of the day-to-day to collaborate with a client over a job description or candidate specification for a job which commences in anywhere between a week or a year’s time.

However, collaborating with the industry around an agreed consensus for the shape of leadership, specifically the CEO role, for five years’ time was a far broader and more complex project.

Conducting this project required a systematic process of the area in which knowledge is not currently possessed by the industry. Inherently, everyone has knowledge of their own company. Dave Lewis knows what Dave Lewis’ profile is, similarly the Executive Board of Marks & Spencer know their own viewpoint as to the future of the industry. The knowledge gap lies in individuals or individual companies understanding the compiled views of the industry – at which points are there agreements across companies and how does a given viewpoint benchmark against the amalgamated viewpoint of the industry.

To examine the profile of future CEOs, we first understood the profile of current CEOs. As a sample, we examined 32 CEOs from the UK’s largest retailers (ones with over £1bn revenue).

Our examination was segmented across aspects including, but not limited to: educational background, sector background and functional background and found little diversity across them (nor, incidentally was there much diversity across gender or ethnicity). The current retail CEO was a white male with a store operations background, was less likely than the average CEO of comparable size to have considerable further education and had worked the majority of their career within retail. One cannot be critical of this background, it has steered the industry well over the past several decades. The question is whether the industry agrees that it will steer the industry well over the next several decades; the finding from our global panel of over 100 retail Chairs, CEOs, executive directors and other industry influencers is a resounding ‘no’.

Our global panel was fairly unanimous that store-operations experience was no longer a priority. The priorities across personal traits and technical skills is succinctly summarised

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EXPERT

by our 8 DNA Building Blocks for the future retail CEO: Change Agent, Customer Driven, Collaborative Leadership, Emotional Intelligence, Digital Ownership, Data Driven, International Perspective and Specific Product Knowledge.

Fleshing these priorities out from the content of our extensive interviews with the global retail industry, we came developed a Green Park Retail Leadership Framework (figure 1).

There was a fundamental mismatch between the current state of the industry and the requirements for future retail CEOs. No matter, I hear you say, perhaps the future retail CEO is not the CEOs of today but rather the CEOs of tomorrow – the individuals who are currently sitting on Operating Boards or managing the largest divisions of the most prominent retailers. Yet still, these individual’s profiles did not approach the desires of the industry. The actual retail CEO and actual future retail CEO profile is going through an evolution – the industry is going through a revolution.

The project provides two important takeaways for retail boards. It provides a benchmark against which to measure their own requirements of future retail CEOs (and succession planning) but it also provides a call for action that inertia will cause a large skills gap between reality and requirements.

I wish to therefore close with a comment from the Chairman of the paper, Sir Ian Cheshire: “The onus is now on retail boards and aspiring CEOs themselves to urgently address this issue.

Time is short – and there is much that needs to be done”.  *Article prepared on the basis of Green Park research paper “The DNA of the Future Retail CEO”, available on www.futureretailceo.com

Green Park Retail Leadership Framework™ Change Agent

• Has led and managed culture change from traditional retail to omni-channel • Has managed investment into the modernisation of infrastructure (e.g. digital commerce, IT, supply chain) • Has transformed the organization into one strategically focused around clearly defined customers

Customer Champion

• Shows a hard-wired understanding of modern customer behaviour and mindset • Has a thorough understating of modern customer behaviour across all channels • Can link customer insight clearly and directly to strategic decision making

Emotional Intelligence

• Demonstrates an ability to hold individuals to account, in terms of values/ behaviours as well as financial targets • Absorbs pressure without converting it into external stress/panic which is visible externally and or internally • Shows capacity to deal with high levels of ambiguity whilst operating within a data-rich environment • Is able to lead and inspire the younger members of the workforce (e.g. the unique challenges presented by “millennials” and other groups)

Collaborative Approach to Leadership

• Engages and communicates across all levels of the organization, with a highly visible leadership approach • Draws together and reconciles disparate viewpoints to make strategic decision • Has experience of building stable, high performing, collaborative and crossfunctional leadership teams • Enables culture shift, particularly around “new skills” (e.g. introducing data-science or behavioural-science to top teams)

Exposure to Digital Ownership

• Has owned and managed P&L for digital channels, with evidence of sustainable increases in sales and profits • Shows an in-depth understanding of the benefits of customers loyalty programmes/ the personalization agenda and resultant improvements in profitability • Experience of ownership in multi-channel customer acquisition and the profitable use of digital marketing

Data-Driven Strategic Decision Making

Steve BAGGI Co-Founder, Green Park Interim & Executive Search Steve co-founded Green Park in 2006 and leads the Retail and Private Equity Practices spanning Executive Search, Executive Interim and Board Advisory services.

Recognised as one of the leading executive headhunters in the sector, he has over 15 years’ experience of delivering Board and other leadership roles within global retailers with particular focus on Chairs, Chief Executives and Chief Financial Officers.

• Understands and can apply “big data” into strategic decision making • Understands the impact of modern customer behaviour on strategic technology decisions • Holds a dynamic view of the customer, which varies across demographics, products, time and channels

Specific Product Knowledge

• Has had direct exposure to the retailing of key product and services • Understands and appreciates the relevant customer context of products and services

International Expertise

• Has worked and lived overseas • Has managed multiple national markets simultaneously • Has been exposed to different cultures and their impact on customer propositions

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USA

Q&A

A memorable Photo: Johnny Rockets

DINING EXPERIENCE Interview with James Walker, President, Global Operations and Development for Johnny Rockets

first Johnny Rockets was launched in 1986. was the idea for this concept? And how TdoesheWhatJohnny Rockets distinguish itself from the

Photo: Johnny Rockets

other restaurants?

When Johnny Rockets first opened in 1986, our founder wanted to create an all American restaurant with a fun, upbeat environment, where guests could have a memorable dining experience. Today we continue to provide a fun, casual environment with best in class Burgers, Shakes, and Fries, with memorable, sincere service. That’s what sets Johnny Rockets apart. Many of our competitors do one thing well. We focus on ensuring we’re best in class on all three elements of the classic American meal, burgers, shakes, and fries, and our team members provide true, warm, welcoming service. All these elements come together to make us unique and memorable in the minds of our guests.

Photo: Johnny Rockets

Today Johnny Rockets is present in 28 countries around the world. What do you think is the reason for your international success?

Simple, it’s quality and service. In every market, around the globe, you’ll always find that our food quality and service are the best available in that marketplace.

Do you observe differences in consumer preferences depending on the region?

We are sensitive to cultural and religious needs, and always accommodate those. However, our core menu, focus on quality and service, remain the same around the world.

Q&A

Over 350 restaurants in 28 countries – these are impressive numbers. Johnny Rockets is a concept that may undoubtedly be called a global success. Celebrating its 30th anniversary, the brand does not lose its pace – 70 new openings are planned in 2016 alone

Which markets are in your interests today?

Earlier this year we opened our first locations in China, and we are excited to see restaurants opening in Europe, specifically, Poland, Italy and Norway.

Johnny Rockets restaurants are located not only in shopping malls and on commercial streets, but also at airports, in casinos and amusement parks. How do you choose new locations for your restaurants?

Our global popularity means that we are focused on providing locations that are accessible to our guests. We look for locations that are easy to find, and can accommodate the crowds we typically see.

Who is the client of Johnny Rockets?

We appeal to a wide range of guests. Typically our guests tend to be those people who seek out quality in both product and service.

Yes. Today consumers are more educated, and their access to social media allows them to convey their experiences with their friends almost immediately. This means that every single meal we serve is a moment of truth for the brand. We strive to ensure every single guest leaves happy, and already thinking about when the can come back and visit us again.

Photo: Johnny Rockets

In your opinion, have consumer behaviours changed in the last few years?

Q&A

Photo: Johnny Rockets

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Q&A Photo: Johnny Rockets

Veganism and vegetarianism have become very popular recently. Do you have a special offer also for this type of clients?

Absolutely, our chef focuses on providing exciting and healthy options for these guests.

You mentioned the increasing importance of social media.

Is it an important part of your communication strategy?

Definitely. Social media is a huge focus of ours globally, it’s how today’s guest wants to learn about new products, events and locations.

Which of the dishes from Johnny Rockets menu is your favourite?

What should we absolutely try?

Always my favourite question! (laugh) For me, our Oreo Shake, Chilli Cheese Fries and Route 66 burger make up my favourite meal!

I must admit that you have extensive professional experience.

What do you think has been the most important moment in your career so far?

I think my decision to join the Johnny Rockets team in 2013 has probably been the most important career move for me.

It allowed me to work with a global brand and with a world-class team.

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of Johnny Rockets diners eat anywhere from 1-10 Hamburgers a month

85%

83%

All-time favorite Hamburger toppings:

of Johnny Rockets guests prefer Cheeseburgers to Hamburgers

49%

of Johnny Rockets guests prefer American Fries with Hamburgers Locations in countries

33%

Bacon

Ketchup

Pickles

28

friday

21%

15%

is the favourite day of the week to dine at Johnny Rockets

How did your adventure in the restaurant business begin?

I started as a chef, and have always remained very focused and passionate about food quality.

What would you advise young people who would like to achieve such success?

Work hard, be honest and strive for quality in everything you do. The restaurant industry offers great career possibilities and potential, I highly recommend it, and am happy every day that it’s my career.

What do you like the most about your current job?

It’s the people, our support team, franchisees and our guests. I enjoy interacting with them, learning from them and continuing to grow our business through them.

In your opinion, what are the biggest challenges for restaurants today?

Globally, labor is probably the biggest concern.

Access to enough quality team members is always a concern.

Finally, what are Johnny Rockets development plans?

This year we launched a new design and it is already a winner with our guests and partners.

We plan to make 2016 a record year, with more than 70 openings worldwide, and many more in the years to come! 

James WALKER President, Operations and Development James Walker comes to Johnny Rockets with over 25 years of broad based, senior management experience in the hospitality and retail industry, and has conducted business in over 60 international markets, including such emerging markets as Saudi Arabia, Tunisia, Pakistan and Mongolia. He oversees Global Operations, Development and Support functions for over 350 restaurants in 28 countries. Walker’s specific skill sets include Mergers & Acquisitions, Development (Domestic & International), Operations, Licensing, and Research & Development. Prior to joining Johnny Rockets, Walker held the CDO position at Beef 'O' Brady’s and The Brass Tap. Prior to that, Walker was the Chief Development

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Officer of Fresh Brands, where he oversaw Franchise Operations as well as Development for a number of brands including Baja Fresh, La Salsa, and Canyons Burger Company.

Walker has also held the President’s position with Baja Fresh, where he was instrumental in the acquisition of the brand from Wendy’s.

Walker was also the President of CinnaWorkS / Sweet Factory based in Anaheim CA. The role encompassed CinnaWorkS, the largest Franchisee of Cinnabon, as well as the Franchisor of Sweet Factory®, the Nation’s largest bulk candy retailer. Walker holds a Masters of Business Administration (MBA) from Duke’s Fuqua School of Business, and has attended and received certificates and diplomas from a number of Culinary Institutions. He also serves on the Board of Directors for Estetique, and acts as an advisor to Chowtabs.

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FEUILLETON

ARE SHOPPING MALLS EXPOSED TO ACTS OF

Anyone who works with large regional shopping centers around the world will tell you that the nature of these malls has merged into a familiar visual experience. Aside from differences in signage, spoken language, and how people dress, more and more regional malls look like they were modelled after a single retail design concept for access, visibility, and traffic flow

FEUILLETON

A

n enclosed regional shopping center open to the public is designed for leisurely browsing and shopping for everyone. Like most public places, it is a hub of activities where people are strangers mingling together and sharing a common experience.

In this setting shoppers will let down their guard against the outside world and freely share common space with others.

Millions of people pass through shopping malls on an annual basis and the vast majority do so without causing a disturbance or acts of terrorism. Industrywide, the statistical risk of a terrorist attack occurring at a shopping center on any given day is low.

However, we know that an act of terrorism at a shopping mall is possible because it’s happened before. The question asked of me by the media is “How can we reduce the terrorism risk in shopping malls?”

My initial response is always the same. The assumed “terrorism risk” is largely an impression driven by the media to get headlines.

The media encourage the myth that shopping malls are targets for terrorism by repeating stories about isolated violence from around the world on the 24-hour satellite news channels. By replaying a violent story and video over and over, they give the public the perception that terrorists frequently target malls worldwide.

My response to this media question is the reality. As a security consultant to malls I cannot develop a security plan to lower an alleged risk based on the “possibility” of an attack. I cannot lower or measure risk based on mere possibilities because the list is endless and not quantifiable. Any security plan must be based on reason and actual probability of a terrorist act, so resources can be properly applied in proportion to the foreseeable risk.

I suppose it’s possible for the government to reduce the risk of terrorism at large public shopping centers by requiring private entities to change the nature of mall access to that of an international airport.

Terrorist groups will always seek the soft target Without a mandate, no retailer is going to volunteer to undertake such a radical step. Of course, this is an extreme example to illustrate my point. If governments could require their citizens to submit to search and inspection before entering any retail store, it would lower the risk of weapons and bombs inside a facility, but at a terrible cost to our way of life.

The flaw in this logic is that terrorist groups will always seek the soft target. Any unfortified property will have the potential for attack.

The government would have to adopt this over-protective philosophy to every transportation hub, office building, school, place of worship, sporting event, theatre, restaurant, public park and entertainment venue. The list of potential soft targets is much larger than protected properties with stringent anti-terrorism controls in place. This is obviously not a reasonable solution for an open law-abiding society.

Any reasonable attempt at risk reduction must focus on high-risk malls, where an act of terrorism is a business reality. Before undertaking risk reduction, there first must be an evaluation of a particular regional shopping center to establish the nature of the mall, any violent

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FEUILLETON

crime history, and any impact based on its location. After performing this analysis, an opinion about the relative violent crime risk can be stated. Risk reduction planning comes after the assessment, otherwise it’s just speculation about what security plan might be effective, under the circumstances. Most shopping malls have limited resources and need to focus their budget on identifiable weaknesses in the current security plan that are likely to achieve the desired result.

The prospect of preventing or responding to a terrorist attack is currently outside the scope of retail business and training of mall owners and managers. So that seems like a good first step to increase the level of awareness and dialogue within the industry. Along with all their other duties, mall managers need more training in disaster planning and emergency response in preparation for this new business reality. A new paragraph needs to be inserted into job descriptions that clearly defines and articulates the need to develop and coordinate a security plan with emergency first-responders, based on the finding of the crime risk assessment for the facility, and then it must be fully executed asagreed upon.

Any mall security plan needs to be comprehensive and include four broad categories of solutions to support both crime risk reduction and emergency response: 1. Physical changes affecting access control and life safety risks; 2. Use of hardware and equipment to support common area risk reduction; 3. Use of personnel to interface with physical security and people using the mall; 4. Use of policies, procedures, and training to pull everything together.

Of course, any change to a mall security plan requires a commitment and budget for hiring, training, and supervising the staff necessary to implement and maintain a higher level of vigilance and awareness.

The best regional malls develop a security plan following a comprehensive risk assessment and then build it in layers. These large

projects are overwhelming to managers, so I always break out smaller sections of a property based on designated use. In this way it is easy to assign specific protective treatment to small segments and assign protective tasks associated with reducing potential risks in that area.

Once clearly defined and documented, the security plan for a defined zone is no longer vague and now it has defined tasks subject to compliance audits and supervision. It is far easier to teach security officers how to inspect and record the status of doors, alarms, fire equipment, video surveillance coverage, back hallways, stairs, and the conduct of people using a defined space.

In my experience, a regional mall that consistently executes a comprehensive security plan will enjoy reduced exposure to crime, violence, and the risk of terrorism. ď Ż

The statistical risk of a terrorist attack occurring at a shopping center on any given day is low

Chris E. MCGOEY, CPP He is an internationally known security consultant based in Los Angeles, California. He has 46 years of education, training, and experience in the retail industry. He is known in the industry as an author, trainer, and speaker. He is the webmaster for CrimeDoctor.com and CrimeSchool.com.

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Q&A

UNITED KINGDOM

Interview with James Hepburn, Development Manager at Hammerson

Photo: Victoria Gate

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Victoria Gate is described as an exciting addition to the vibrant shopping scene in Leeds. What was your inspiration to create this place?

Victoria Gate takes inspiration from Leeds’ rich architectural heritage and especially from Victoria Quarter, our neighbouring 19th century shopping arcade. We wanted to capture the heritage of Victoria Quarter, while creating a modern space in the city centre. The concept behind Victoria Gate is bridging the old with the new, to create an exciting and new retail, leisure and dining hub in Leeds. The arcade will deliver John Lewis’s first store in the city, as well as host other designer names, some of which haven’t had a presence outside of London before.

In the era of modern, advanced technology, customers yearn for what refers to the tradition and history. Victoria Gate seems to perfectly fit into these tastes. Drawing from the rich architectural heritage of Leeds, developer has created a very attractive place, with an intimate and pleasant atmosphere

VISITING A SPECIAL DESTINATION

The project is very modern, but also elegant. I have a feeling that it is addressed mainly to fashion lovers and open-minded people.

Victoria Gate will definitely appeal to fashion lovers, however the dining and leisure offer of the scheme will appeal to a much larger audience than just fashion lovers, including destination shoppers and families.

What makes Victoria Gate different from the traditional shopping centres?

Victoria Gate is different from traditional shopping centres in that it draws inspiration from historic shopping arcades and differs from the large shopping malls of today. The brief was to create a 21st century elegant retail arcade, which is sympathetic to the 19th century architecture in Leeds. The arcade has been developed to offer an intimate shopping experience, with small designer boutiques.

It will stand out as a point of difference in the Hammerson portfolio and represent the changing retail world and consumer demand for visiting a special destination. The city of Leeds has led the way for retail investment and delivery of outstanding assets over the last few years, which will secure it as the number one retail destination in the north of England.

Photo: Victoria Gate

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How is the process of commercialization processed?

The arcade has been developed to offer an intimate shopping experience

Leeds already has a thriving retail centre, which we’re very mindful and proud of. At Victoria Gate we are building on Leeds’ retail offer by attracting brands that have historically been Londonbased, creating a presence for them in the North.

Could you tell us more about the architecture?

Victoria Gate is a twin arcade with retail for luxury and aspirational brands, at the ground level connecting the existing retail within the Victoria Quarter, Vicar Lane and Harewood Street to the John Lewis store. At the upper level there are restaurants and space for additional leisure usage. There’s an ornamental roof with feature pendant lighting throughout each arcade. The shop fronts are made up of curved glass and black ceramic, consistent with the classic design of Victoria Quarter. There’s decorative flooring throughout the arcade. The designs use a mixture of light terracotta and red bricks emulating the architecture of Leeds’ historic buildings.

White terracotta is used for the plinths that frame the shop fronts on Eastgate and George Street. Red clay bricks at the upper levels produce a three-dimensional façade through angled brick panels.

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How will this new project interact with the existing local architecture?

One of Leeds’ outstanding features is the spectacular group of shopping arcades built at the end of the 19th Century and the beginning of the 20th Century. We wanted to recreate this with Victoria Gate and visually connect it to Victoria Quarter. The existing shopping arcades are truly iconic, thanks to the incredible attention and special features which we have incorporated into Victoria Gate, that include the pilasters, signage, flooring, lighting, window displays and roofing. The way finding and signage will

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Q&A

clearly identify the area and pedestrian routes redefining this area in the city as Victoria.

As you said, the important part of Victoria Gate will be restaurants and cafes. What can foodies expect?

Restaurant group D&D has confirmed that it will be creating a luxurious rooftop restaurant, which promises to bring something different to Leeds with its Asian Fusion inspired menu.

Other eateries will be confirmed shortly – but there will be something to cater to all tastes.

What are the biggest challenges that you have encountered so far in the development process?

It’s a highly complex scheme comprising three buildings housing some 40 tenants, this brings many

Photo: Victoria Gate

variations to design which must be managed whilst aspiring to safeguard the architectural quality of the scheme and meeting the programme for opening.

Hammerson is known as an innovator in sustainability.

What ecological solutions will be implemented in this project?

The scheme is targeting a BREAAM rating of Excellent for the vision that we will hope to attain through initiatives including a naturally ventilated scheme (removing the need for air-conditioning), integration of solar panels, introduction of Hammerson’s Green Lease and Tenant Sustainability Guide (this enables us to work with retailers to ensure greater energy and water efficiency during the fit out stage and once the scheme is open) and working with tenants to deliver best practice fit outs.

At what stage is the realization of this project? When will Victoria Gate be opened?

Many tenants, including John Lewis, have commenced fit outs and Victoria Gate will open in autumn 2016. 

Photo: Victoria Gate

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42,000 sq m in total

40

tenants

1,000

retail and hospitality jobs

800

parking places

Opening: Autumn 2016

FEUILLETON

ETHICAL OPTION The

The Earth’s resources are being rapidly depleted.

It is projected that the world will need 50% more food to feed 9 billion people by 2050. Climate change threatens to cut crop yields by more than 25%. In simple terms, there will not be enough food to go round

MAKES GOOD BUSINESS SENSE

FEUILLETON

M

any farmers around the world are already experiencing the effects of climate change: increased frequency of extreme weather events, droughts, altered growing seasons and pest outbreaks. These changes are destabilising many farming communities and compromising their ability to provide decent agriculture-based livelihoods for themselves and their families.

Agricultural expansion is responsible for 70% of global deforestation, and is the single greatest threat to tropical forests. In these biodiversity-rich regions, farms are often responsible for soil erosion, water pollution and wildlife habitat destruction.

And, whilst the Earth’s resources are decreasing, consumers are increasingly demanding to know where and how their food is sourced.

This is where retailers have a key role to play. By taking steps to source ethically produced food, shops and restaurants can support farmers faced

with the challenges of climate change and to provide a sustainable future for the environment and farming communities, whilst at the same time meeting customer demands. As such, dialogue between consumers, businesses and producers has never been more important.

According to Ethical Consumer Markets Report 2015, which acts as a barometer of ethical spending in the UK, sales of ethical products have continued to grow. The value of ethical sales grew by 8%, during a period when inflation barely rose above 0.5%. And the overall value of the ethical market grew from ÂŁ35bn to ÂŁ38bn, showing a continued commitment from consumers across all sectors to support more ethical products and services.

Consumer demand for the ethical option is there, but by telling a story that details the difference ethical choices can make to the environment and to farmers we can dramatically change the consumer experience of a product. This way retailers and restaurateurs can enable consumers to feel they are contributing to something bigger.

So, how do retailers find the right ethical option to offer to their customers? Certification schemes, such as the Rainforest Alliance, are based on standards, which comprise of a range of criteria, each focused on enabling producers to make positive changes to the way they farm. The SAN Standard, on which Rainforest Alliance Certification is based, contains over 100 criteria covering the environmental, social and economic sustainability. As such it is possible to engage consumers around a range of topics, perhaps those that businesses know will engage and resonate best with their consumers.

Rainforest Alliance already engages world-wide with businesses ranging from large multinational corporations to small, community-based cooperatives and their consumers.

FEUILLETON

Photo: Rainforest Alliance

A reliable supply chain is the foundation for a successful business. Retailers can act as an industry leader by joining the growing movement for a more sustainable business world. Consumers from Generations X, Y, and Z are increasingly making the choice to support companies who have aligned themselves with environmental and social responsibility. The ability to share credible, fact-based claims about a product’s quality, production methods and origin should be a crucial part of many businesses’ external communications.

Farmers want to ensure that their children have a future livelihood, whilst consumers are thinking much more about the food they consume. Businesses have the important role of bringing the two together; they have the power to make a difference to the environment, the farmer and the consumer; and the power to increase the bottom line. 

The Rainforest Alliance Certified™ seal assures consumers that the product they are purchasing includes materials that have been grown and harvested on a farm or forest that promotes environmentally and socially responsible practices, helping to a global marketplace for responsibly produced goods.

Almost three decades ago, the founders of the Rainforest Alliance decided to find a new way to encourage producers and manufacturers to avoid deforestation and operate more sustainably – in ways that benefited people and the planet. They wanted to move away from the boycotts and campaigning that characterised the conservation movement of the

In the UK in 2015 the value of ethical sales grew by 8%, during a period when inflation barely rose above 0.5% Eighties, and move to a new model: certifying production practices and labeling the end product, so it was clear that it came from a farm or forest that was responsibly managed.

This way consumers were empowered to easily choose sustainably produced options.

Today, 101 crop varieties are grown on 1.2 million Rainforest Alliance Certified™ farms around the world. And production from Rainforest Alliance Certified™ farms accounts for 15.1% of the total world production of tea, 13.6% for cocoa, 5.6% for bananas, and 5.4% for coffee.

Ultimately we are on a sustainable journey – right across the supply chain – from farmer to consumer. Each component has a role to play in ensuring that we create a more sustainable global economy. From educating the farmer to farm smarter, to engaging with businesses to build their green credentials, to influencing consumers to make the right choices.

Sustainability is becoming more mainstream; and if retailers can engage more customers in choosing sustainable options and explain the benefits, demand will continue to grow.

In turn the environment and the farmers and their families, who depend on it for their livelihoods, will benefit. 

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Per BOGSTAD Manager, Sustainable Value Chains (UK and Ireland) Is responsible for market development and the management of corporate and key stakeholder relationships in the UK and Ireland. He has responsibility to further grow demand for Rainforest Alliance Certified farm products in this vibrant and rapidly expanding market. Per works closely with colleagues in the Sustainable Landscapes Team to ensure farmers in developing countries reach the rigorous standards required to achieve certification.

He has worked for over ten years in the field of biodiversity conservation, on the development and management of multi-stakeholder, business/ NGO partnerships.

Q&A

AN ATTRACTIVE

LIFESTYLE destination

Interview with Chang Yeng Cheong, General Manager, SMRT Alpha Pte Ltd

K

allang Wave Mall is promoted as a place of high street fashion, high adrenaline, best flavours and heart-pumping adventures. What kind of stores are waiting for clients in your shopping mall?

the mall include Singapore’s tallest indoor climbing wall located from the basement to the 3rd floor, and a rooftop water park, Splash-N-Surf.

What is it that makes Kallang Wave Mall stand out in comparison to other shopping malls in the region?

Housing some of Singapore’s favourite homegrown and international brands, Kallang Wave Mall, Singapore Indoor Stadium and Water Sports Centre reflect the diverse lifestyle preferences of Singaporeans. Strong anchor tenants include Singapore’s first sports-themed hypermart and foodcourt, FairPrice Xtra and Foodfare, fashion icons, such as H&M, Forever 21 and Cotton On, Japanese casual wear designer and retailer UNIQLO, Australian-based retailer of electronics and household goods

by Harvey Norman.

Making their debut in Singapore at Kallang Wave are F&B brands Basil by ThaiExpress, Issho Izakaya and The Cheese Steak Shop, and retail brands, such as EyeFit, Power Up Express, Runner’s Edge, Sport On Eyewear. Soon, Kallang Wave Mall will also house Singapore’s first Japanese onsen and spa, Yunomori Onsen & Spa. Combining Thai and Japanese traditional therapeutic treatments, Yunomori Onsen & Spa is the first large scale and authentic Japanese Onsen in Singapore that provides a holistic retreat for busy city dwellers.

For the sports enthusiasts, we have a wide range of sports retail stores, such as Weston Corp – Singapore's premier soccer store with the largest collection of soccer boots and jerseys, as well as a 24-hour gym – Anytime Fitness. Other unique features in WWW.SHOPPINGMALLEXPERT.COM |

Kallang Wave Mall, Singapore Indoor Stadium and Water Sports Centre are the newest retail, sports & entertainment playground in the East, and at the heart of the iconic Singapore Sports Hub and National Stadium. We are a unique retail destination in Asia integrated with sports, lifestyle and entertainment facilities and designed for Singaporeans from all walks of life to enjoy an active and healthy lifestyle – to eat, shop and play.

Kallang Wave Mall houses Singapore’s first sports-themed hypermart and foodcourt, FairPrice Xtra and Foodfare. Shoppers can look out for the sports elements uniquely infused into the interior design – for example running tracks along the aisle of FairPrice Xtra and bicycle racks in Foodfare.

The complex has a great location and is easily accessible.

It’s true. Kallang Wave Mall, Singapore Indoor Stadium and Water Sports Centre are just steps away from the Stadium Circle Line Station and minutes away from other Circle Line stations, such as Mountbatten and Dakota, as well as the East West Line Kallang Station. There is also direct access from Nicoll Highway and

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SINGAPORE

A combination of shopping, sport and entertainment is a perfect mix for many customers today.

At one location, they can not only run everyday errands but also entertain and spend free time. Such attractions are provided by the Singapore Indoor Stadium and Water Sports Centre combined with the Kallang Wave Mall shopping centre. Children and adults, women and men, locals and tourists – everyone will find something to do

Stadium Boulevard. With residences in the Tanjong Rhu, Dakota, Mountbatten and Kallang area, we see a good catchment group for Kallang Wave Mall, Singapore Indoor Stadium and Water Sports Centre.

Are you satisfied with the number of visitors?

Definitely. Since our soft opening in June 2014, we have welcomed a broad spectrum of the community including families, youth and seniors to our doors. Whether you are a foodie, an adrenaline junkie or into high street fashion, Kallang Wave Mall has something for you.

Photo: K al

Foodies can look to a wide variety of F&B options, including: Singapore local delights from A-One Claypot House, Curry Times.

Old Chang Kee, Encik Tan, Fun Toast, Old

lang Wav e Mall

One of the important assets of this project is a food court, rich offer of dine and cafe. What kind of cuisines can clients try in your shopping mall?

Q&A

Street Ba Kut Teh; international cuisines from eat at taipei, Poulet, Shokudo and SUKI-YA; quick bites from Burger King, Popeyes Louisiana Kitchen, PEZZO; coffee and dessert from Starbucks, Coffee Bean & Tea Leaf, Chocolate Origin, Marble Slab Creamery; and healthy treats from Smoothie King and Sogurt.

enthusiasts and concert-goers, to shop, dine and play. With consumers becoming well-travelled, we recognise it is important to bring in unique shopping experience and first-time retailers into the market, to offer consumers the same excitement they get when they shop overseas.

As you mentioned, among the tenants of Kallang Wave Mall are fashion icons: H&M, Forever 21, UNIQLO and New Balance, to name but a few. How do you build your tenant mix?

How do you care about good relationships with tenants?

We have an equal trade mix of local and global retail and F&B brands, offering different price points for our customers from different target groups, including families, youths, seniors, sports

Tenants are an integral part of our business and we work closely with them to drive spend and bring in footfall to Kallang Wave Mall, Singapore Indoor Stadium and Water Sports Centre. In addition to running monthly regular seasonal promotions through the year, to drive spend to our retail areas, we also market our

Q&A Pho to: Kal lan g

tenants extensively in ATL, OOH and digital advertising, and direct mail and social media platforms, to promote their brands and offerings. Our teams regularly meet with tenants to review and plan marketing promotions, improve wayfinding and activate new initiatives.

What are the important amenities and services for clients?

Kallang Wave fulfills the banking, beauty and pharmaceutical needs of shoppers with services from DBS Bank, OCBC Personal & Premier Banking Centre, Avone Beauty Secrets, Guardian, Unity and Traditional Chinese Medicine

Over

12 million visitors welcomed Kallang Wave Mall in 2015

Photo :

Kallan

g Wav e Mall

Wa ve M

all

Q&A

practitioner, Kin Teck Tong. For parents with children, 5 nursing rooms are available for use in the mall.

And what about the communication strategy?

In addition to traditional print and broadcast media, we are also active on Facebook and Instagram, as we recognise social media is the medium of choice for millennials, and is today an important marketing channel for all retailers.

Do you organize events and seasonal attractions for clients?

To generate awareness and sustained interest to visit and spend in Kallang Wave Mall, Singapore Indoor Stadium and Water Sports Centre, we have annual calendars of marketing and promotions programmes covering the following promotions where we give away atractive prizes, such as concert tickets and exclusive movie premiums. Seasonal Campaigns include: Lunar New Year, Great Singapore Sale and Christmas; tactical Campaigns: key sporting and entertainment events in Singapore Sports Hub and school holidays; and signature Campaigns, such as Singapore’s National Day. We work closely with our partners to curate activation events complementing sporting and entertainment events in the Singapore Sports Hub, such as the 28th SEA Games, Women’s Tennis Association Championships, and a swimmers-meet-andgreet for FINA Swimming World Cup and FINA World Junior Swimming Championships.

Concert-goers also had an opportunity to come up-close with their favourite stars through our partnership with Madame Tussauds Singapore, where we exhibited wax figures of celebrities in the mall.

with new entrants to the market and expansion of retail spaces in the landscape.

What are the challenges that the shopping centres in Singapore will have to meet in the near future?

As retail spending is also happening online, retailers will have to engage shoppers both online and offline with exciting and relevant experiences, contents and merchandise. Shopping centres in Singapore continue to be good social venues where families and friends gather to shop, dine and play in their leisure and at the weekends. Shopping centres that are attractive lifestyle destinations and that offer vibrant and innovative concepts and activations all year round will continue to stay relevant. ď Ż

How would you characterise the Singapore shopping center market?

With high spending power and a sophisticated shopping centre market in Singapore, the retail scene will continue to see growth

Chang YENG CHEONG General Manager of SMRT Alpha Pte Ltd Chang Yeng Cheong oversees the retail management of Kallang Wave Mall, Singapore Indoor Stadium and Water Sports Centre. This includes developing business and partnership initiatives to drive leasing, marketing and operational excellence.

Yeng Cheong has spent 35 years in the real estate, retail and services industry, and has diverse experience in leading marketing and leasing initiatives to drive business growth.

His career spans UOL, Somerset Holdings, Raffles City, Pontiac Marina and Mapletree Commercial Property Management, including General Manager of Vivocity.

Photo: Ka

llang Wav e Mall

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Photo: Facebook.com/h2oninjamask

NATURAL AND ELEGANT MACBOOK WRAPS

Tech geeks who use MacBooks, but appreciate classical accessories made out of natural materials, must check out the Natural Series MacBook 12” Wrap series by SlickWraps. Unlike imitation products, these are made with real wood. Customers can choose from a range of materials, including maple, walnut, cork, and bamboo.

The wraps are handmade and lasercut to fit the laptop perfectly.

SEE THE UNDERWATER WORLD WITH THE H2O NINJA MASK

BEL&BEL SCOOTER CHAIR

MINI SEVEN – A TOUCH OF LUXURY

Bel&bel Scooter Chair is made from original parts of the legendary Italian scooter from the 80's. Re-usign the chassis the artists and designers Carles Bel and Jesus Bel have created an original and unique model of swivel chair. Bel&bel Scooter Chair is manufactured, customized and handmade in full by bel&bel. It is a numbered series what makes each piece unique. All come with a bel&bel certificate of authenticity.

The Mini range will soon include a brand new model designed for people who appreciate classical style. One of the colors the new Mini Seven will come in is “Lapisluxury Blue”, with the roof and mirrors in “Melting Silver”. This new set of wheels will feature 17-inch “Mini Seven Spoke” rims, leather and fabric interiors in “Diamond Malt Brown” and details with a black piano lacquer finish.

Options include an electrically-powered glass roof, automatic dual-zone air conditioning, and the Mini Visual Boost radio. The model will come in 4 engine variants.

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HELMET, ANOTHER SET OF EYES TO WATCH OVER YOUR HOME What we value the most today is security, and now you can secure your home with an additional set of eyes and ears. Helmet is a smart video monitor from iFamCare. It is quick and easy to install, it connects to your Wi-Fi, and gives you a sense of calm and security. With Helmet, you can watch a live video stream from your house, and you'll receive an alert whenever sound, motion, or air quality sensors find anything alarming. The integrated 2-way audio system allows you to communicate with your family. Helmet also has a built-in interactive laser pointer that will keep your pets entertained.

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Photo: Amazon.com

Photo: Belybel.com

Photo: Slickwraps.com

This summer, your trip to the seaside can be much more thrilling – if you dare to dive in.

H2O Ninja Mask is a revolutionary full-face snorkeling mask designed to make snorkeling much more effortless, and more fun. Its unique design lets you breathe normally underwater, just the same as you would on land. No more breathing through your mouth or checking if your snorkel is in the right position. Exploring the underwater world has never been this easy!

NORA – THE FIRST SMART AND NON-INVASIVE SNORING SOLUTION

ICE-COLD SUMMER DRINKS FROMTHE ICED COFFEE MAKER

Nora is a sleek pebble-shaped device that sits on the bedside table. Equipped with a smart sensor, once Nora detects the earliest sounds of snoring, it gently and slowly moves your pillow to restore natural breathing without disturbing the sleep of either partner. Paired with a mobile application, Nora keeps track of your sleep and snoring patterns. The whole system comes in a stylish portable case for travel.

As gets hotter outside, we tend to switch from hot to iced coffee and tea. The Iced Coffee Maker allows you to do exactly that in a matter of minutes, without diluting your beverage with ice. The mug has a specially designed inner core that chills any liquid in as little as 5 minutes. Its spillresistant lid with a sipping straw makes it perfect for frequent travelers.

Photo: cdn.shopify.com

Photo: Zokuhom e.com

LIFE&STYLE

VUZE CAMERA Vuze camera is the world’s first high quality, high resolution 3D 360 virtual reality camera with an integrated Studio featuring super-simple automatic VR movie production. Now everyone without a Hollywood budget or technical expertise can create unforgettable experiences to relive and share from every angle, over and over. Capturing virtual reality footage with Vuze camera is as simple as any camera. Producing and editing is as simple as file-transfer and sharing is like familiar social media practice. Inside Vuze camera is a bundle of world-leading technologies, extensive know-how and tightly integrated hardware with software. On the outside, Vuze camera is simple, making it easy for anyone to create amazing virtual reality experiences.

NEW RABBIT JUMBO CHILLING STONES

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Chill your favorite drink with the Rabbit® Jumbo Chilling Stones. The Rabbit® Jumbo Chilling Stones keep your beverages cold without diluting them. They come as a set of two; however, only one stone is needed to chill each drink. The included storage container keeps your stones clean and secure in the freezer. Works great not only in whiskey but also other liquors, wine and soda.

ROCCAT KIRO – MODULAR AMBIDEXTROUS GAMING MOUSE In the heat of battle the last thing you want is loss of mouse control. With the Kiro, that’s never a problem. Not only is the Kiro ideal for both left and righthanded gamers, it features out-of-the-box ergonomic customization, with modular components to match your ideal mouse feel. Four durable side-parts are available to further extend your customization options.

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Gadgets SHOPPING MALL EXPERT |

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LIFE&STYLE

THE LAND OF SPLENDOUR AND LAVISH LIFE

DUBAI

LIFE&STYLE

Dubai is often called the capital city of luxury and splendour. The city is known for its glamorous events and bold architecture, for example the Palm Islands, the three biggest artificial islands in the world called Jumeirah, Jabal Ali and Deira. In Dubai, you will never be bored. You can visit its many shopping centres or more original places like the Gold Souk or the Deira Spice Souk – gold and spice markets, respectively Photo: flickr.com/photos/kullez

T

he United Arab Emirates are located in the Middle East and are the richest country in Western Asia. The country's economy relies primarily on oil, with large investments in tourism and the rapidly developing construction industry. There are no taxes or duties. The country consists of seven emirates.

One of them is Dubai, with the capital city of the same name. With 2,459,068 inhabitants (as of 29 January 2016), it is one of the most densely populated cities of the United Arab Emirates. What is interesting, the city is largely populated by foreigners – as much as 85% of its dwellers come from abroad. Today, Dubai owns its character to the discovery of rich oil resources.

Dubai holds many records in the Guinness Book of Records. Dubai excels in everything, from the highest residential building and hotel to the biggest indoor ski resort. There is more. Right in Dubai lives the biggest group of people with the same name, Mohammed. It was also in this city where the highest chocolate sculpture was presented. Soon, Dubai will also have the world's biggest amusement park, the Dubailand, while the locals can already eat dinner in the world's highest restaurant. What are the other things that make Dubai so special? For example, crime rate is next to zero and the police use cars of such luxurious brands as Ferrari or Lamborghini.

Shopping spree Dubai is also associated with shopping. It is sometimes even called the Mecca of consumerism. No wonder: the list of shopping malls in Dubai is really long. Many people treat these malls as much more than just shopping destinations. For them, they constitute part of their daily life, a place where they spend many hours everyday. Many tourists see a visit to a Dubai shopping centre as a great attraction. Shopping centres around the world usually do not have an indoor ski slope or an underwater zoo with

LIFE&STYLE

10 tonnes

the presumed weight of gold at the Gold Souk market Around

300 sellers present their offer at the Gold Souk Approx.

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Photo: flickr.com/photos/cazzjj

over 70 species of sea animals. What is more, only in Dubai you can take part in a month-long shopping festival. The Dubai Shopping Festival has been organised since 1996 and its main purpose is to attract the tourists. It worked – today, the festival is attended by roughly 3 m people every year. The event usually takes place in the first quarter of the year. One of the important places on the Dubai shopping map is the Deira Spice Souk, a spice market that always attracts a lot of visitors. The stalls are overbrimming with countless amounts of incredible spices, herbs, dried fruits and nuts. Multicolour stalls fight for the attention of the passers-by with their baskets and sacks full of delicious and aromatic products.

The air in that place is so full of aromas it can give you a vertigo. However, this way you can easily imagine what the territory on which Dubai is located today, looked like in the past. If you want to go shopping in places like the Deira Spice Souk, you have to remember to take cash with you as it is still the main form of payment there.

Don't forget to bargain over the prices – it is part of the experience.

Gilded Dubai In Dubai, often called the City of Gold, this shiny, sought-after precious metal is visible at almost every corner. Even if you are not a big fan of colourful trinkets and baubles, you should definitely visit the Gold Souk market. Of course, as with many things in Dubai, it is deemed to be the biggest gold market in the world. Its history dates back to 1940s. It is located near the Deira Spice Souk. There, you can buy 18- and 24-carat gold jewellery, as well as precious stones, silver, pearls or platinum. The products come from

costs a night at the JW Marriott Marquis Dubai, the tallest hotel in the world

Photo: flickr.com/photos/mckaysavage

many different parts of the world, e.g. India. Bracelets, necklaces, earrings, rings, chains, pendants... Everyone will find something to buy. The Gold Souk holds around 300 stalls that is why patience is the key to successful shopping there. Someone once calculated that there are roughly ten tonnes of gold at the market at any given moment. At the Gold Souk market, bargaining is also part of the shopping experience. The sellers will even encourage you to do so. That is why you will be able to buy jewellery at even better prices. It is worth mentioning that the Dubai gold is one of the cheapest in the world. Moreover, the country's government tries to control the quality of the products at the market and guarantees their authenticity which makes shopping at the Gold Souk market even more attractive for tourists. No wonder gold-shopping is for many one of the main reasons to visit the United Arab Emirates. 

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KAROLINA STANKOWSKA

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Get to know the best monthly magazine dedicated to the business activity of shopping centres and retail networks in Poland w w w . m a g a z y n g a l e r i e . p l

MORE RETAIL WITH SMART RESOURCES

The retail market in the Middle East is ever expanding and evolving. And the modern consumer expects nothing less than a store that provides a hassle-free shopping experience. VIS Exhibitions and Conferences has launched a new trade show The Smart Stores Expo 2017, the region’s first event of its kind. The show is designed to provide the latest solutions, services, design, equipment and innovations to existing and new investors in the market.

If you are involved in the retail industry, refurbishment, architecture and commercial design or even virtual stores, get in touch with us to exhibit at the show to showcase your products or services.

Register online at www.smartstoresexpo.com Get Connected

FOR EXHIBITION AND SPONSORSHIP OPPORTUNITIES, CONTACT Vivian James, E: vivian@vis.ae, T: +971 5 65745078

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Taher Patrawala, E: taher@vis.ae, T: +971 5 51091443

FOR EUROPE & UK: Glen Miller, E: expromglen@gmail.com, T: +44(0) 7576215539

Organiser