Retail People Magazine – Issue 14

MARAKEZ The Expansion at Mall of Arabia Cairo Page 16

MARINA MALL Abu Dhabi Extension Project Page 18

SHOPPING MALLS Why Customer Experience?

Page 34

ISSUE 14 FEB-MAR 2018

Circulated in 45 countries

CREATING EXCEPTIONAL EXPERIENCES Mohammed J. Al Marzouq Chairman, Tamdeen Group

Building Great Places Creating Exceptional Experiences Delivering Outstanding Sales

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CONTENTS

CONTENTS Middle East Council of Shopping Centres Unit 507, 5th Floor Arenco Tower, Sheikh Zayed Road PO Box 43972, Dubai, UAE Tel: +971 4 359 7909 Fax: +971 4 355 8818 www.mecsc.org David Macadam Chief Executive Officer david@mecsc.org Lea Venezuela Director lea@mecsc.org Khaye Comanda Associate Director khaye@mecsc.org Mariz Matocdo Marketing Officer customercare@mecsc.org Christian Baldonanza Registration / Digital Content Executive connect@mecsc.org Justin Espiritu Publishing & Database Management Coordinator publishing@mecsc.org JC Gayoma Membership Manager membership@mecsc.org

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Welcome Note

News Brief…

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Contributors

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The Tamdeen Group: Creating Exceptional Experiences

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Global Retail Academy – Retailers Need to Embrace Digital Learning

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Tomorrows Palate: How our Stomachs are Shaping our Space

Ingrid Valles

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EGYPT The Expansion at Mall of Arabia

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UAE Marina Mall Abu Dhabi to undergo Dhs3 billion extension

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Highlights of RECon MENA Conference, Exhibition, Gala Dinner Awards

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NEXTGEN Networking Oman

Production Manager Printed by Emirates Printing Press, Dubai

Dubai Design District sketches to be a 24-hour hotspot How retail will look in 2030 Omniyat raises DH500m for new mixed-used project Minor Hotels to Manage New Property in Oman Mega-malls boost GCC retail market to $300bn

In Focus…

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SMAG – Unique Services for an Exciting Industry

MECSC Members’ Segment

Why Malls Need to Focus on Customer Experience – Suresh Thayil

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Engagement + Measurability = Cloud Abdullateef Abu Hussein

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Keeping Malls and Shopping Centres Secure – Charles Mallice

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Future of Marketing – Leanne Hamilton

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Regenerative Development: Saving Earth – Engr. Wail Balkhair

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Future of Customer Service Experience in Shopping Malls – Sanjay Mehta

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Passion Drive – Samar Akkou

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Evolution of OOH in Jordan – Sarah Dasouki

Featured Member…

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Arabian Centres Company Ltd Links Technology and Growth – an Interview with Rashed AlOthman

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Is Digital a hurricane Irma Leaving No Place for an Experiential shopping? – an Interview with Roman Skorokhodov

Sunil Kumar Murali Krishnan

Ajman Holding launches the Mirkaaz Mall

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Senior Designer General Manager - Production

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Events Gallery…

Projects Manager

Rouf Majid

The Gate Avenue at DIFC remains on track

Shopping Centre Update…

Chris Capstick Publisher

AMC Teams with Saudi Foreign Investment Fund to Bring Movies to the Kingdom

Insights…

Features…

Media One Tower, Dubai Media City PO Box 2331, Dubai, UAE T: +971 4 427 3000 F: +971 4 428 2261 motivatepublishing.com connect@motivate.ae

Cityland Mall’s leasing programme gets major boost

Cover Story…

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Giordano Spearheads Growth Across the Region

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Special Feature from Nishath Abbas How to Prepare for your Certified Leasing Specialist (CLS) Exam?

Regional Representative’s Corner…

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Nisrine Haj Ali, MECSC’s First Female Featured Member

Disclaimer: The viewpoints, articles and opinions contained in the Retail People Magazine are not necessarily those of the MECSC or ICSC.

FEB-MAR 2018 . RETAIL PEOPLE .03

WELCOME

MARAKEZ The Expansion at Mall of Arabia Cairo Page 16

MARINA MALL Abu Dhabi Extension Project Page 18

SHOPPING MALLS Why Customer Experience?

Page 34

ISSUE 14 FEB-MAR 2018

WELCOME We have learned that people don’t buy what you do, they buy why you do it. Our ‘why’ is always manifested in our strong sense of vision for our members and our organisation.

We have had the discipline to never veer from our vision in the process. Everything we did worked to demonstrate our vision which was created in 2013.

Circulated in 45 countries

CREATING EXCEPTIONAL EXPERIENCES Mohammed J. Al Marzouq Chairman, Tamdeen Group

Building Great Places Creating Exceptional Experiences Delivering Outstanding Sales

Our role at the MECSC is to help you all to facilitate your business and to raise the personal profile of everyone locally, regionally and globally.

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ON THE COVER: Mohammed J. Al Marzouq Chairman Tamdeen Group

We have held each other accountable for the vision’s realisation, and utilized it every day to guide our decisions.

Our success has helped us to understand that creating an organisation and lasting product with a clear vision is the only way to connect with our audience who are our customers, partners or employees.

A clear vision gives our audience a way to tell the outside world who they are and what they believe. It inspires trust and loyalty.

The MECSC was founded on these values. Knowing your vision is essential for lasting success and the ability to raise above the others.

The Retail People Magazine is one avenue which our team at the MECSC uses to promote our vision for our members and readership.

This quarter's issue themed ‘Creating Exceptional Experiences’ has generated great articles penned by Ahmad Ibrahimi, Mark Johnson, Suresh Thayil, Leanne Hamilton, Abdullateef Abu Hussein, Sanjay Mehta, Samar Akkou, Wail Balkhair, Charles Mallice, Sarah Dasouki, Rony Aoun and interview with Roman Skorokhodov and Rashed Alothman.

Nishath Abbas contribute a very informative tip on how to pass the CLS exam and of course our cover story from Mohammed J. Marzouq, Chairman of Tamdeen Group, who shares his vision and inputs in Building Great Places, Creating Exceptional Experiences and Delivering Outstanding Sales.

Thank you to Marwan Eskandarani

The team at the MECSC thanks you all to deliver these timely articles which has taken your time, focus and interest to pen these compositions.

Andrew Williamson

Stated many times before, we all have a stake in the future of the retail industry regionally and globally in the many forms which retail will morph into. The MECSC is committed to work with all stakeholders to ensure everyone is brought up to date on the latest news through our many channels of communication.

Avijit Yadav, CMD, CSM, CLS, CDP, CRX

Thank you to our members, advertisers, authors and supporters who make each Retail People Magazine issue better and better with every quarter we publish.

MECSC Board President Group Business Development Director – GCC Kamal Osman Jamjoom Group LLC National Director – Head of Retail MENA, JLL Chief Operating Officer GLA Property Management Co. LLC

Khalid Suleiman Aljasser

Chief Executive Officer Arabian Centres Real Estate Co.

Luca Cappuccitti

Head of Global Business Development & Strategy Design International

Maimunah Shebani Managing Director The Retail Agency

Marcello Larizza, CSM, CRX

General Manager Line Investments & Property LLC

Mohammad Alawi

Chairman Shopping Malls Committee Jeddah Chamber

04. RETAIL PEOPLE . FEB-MAR 2018

DAVID MACADAM Chief Executive Officer MECSC

MARWAN ESKANDARANI MECSC Board President Group Business Development Director – GCC Kamal Osman Jamjoom Group LLC

CONTRIBUTORS

C NTRIBUTORS Mohammed Jassim Marzouq Chairman Tamdeen Group

Mark Johnson Chief Executive Officer Global Retail Academy

Ahmad Ibrahimi Head Of Leasing and Development Abu Dhabi Cooperative Society

Abdullateef Abu Hussein Leasing & Marketing Director University Graduates Union

Suresh Thayil Head Of Business Development One Geography

Leanne Hamilton Managing Director LH7

Charles Mallice General Manager Stirling (Middle East) Training & Security Consultancy

Sarah Dasouki Sales Director Pikasso Jordan Llc

Sanjay Mehta Senior Marketing and Management Professional

Rashed Alothman Chief Information Officer Arabian Centres

Roman Skorokhodov President & Founder Watcom

Nishath Abbas DGM – Operations Oasis Mall

Rony Aoun Executive Manager SMAG

Samar Akkou Leasing Manager Citymall

Engr. Wail M. Balkhair Deputy CEO Al Mahmal Development Co. (Ltd.)

FEB-MAR 2018 . RETAIL PEOPLE .05

COVER STORY

The Tamdeen Group: Creating Exceptional Experiences and infrastructure falling short of international standards.

Further there is very limited opportunity for private sector large scale projects within the limited urban area available for development. While the government invests in massive infrastructure projects, such as highways, cities and airports, it leaves other projects such as shopping malls and leisure developments to the private sector, which must meet the expectations of the sophisticated, well-travelled, experienced and discerning Kuwaiti customer. A customer whose expectations are no less than any other in the most developed of countries in the world.

Mohammed J. Al Marzouq, Chairman, Tamdeen Group

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he Tamdeen Group builds and operates regional, mixed use, community and neighborhood shopping centres in Kuwait and is known for delivering “Exceptional Customer Experiences”. In fact, it is a key strategy in building its shopping centre brands, resulting in strong customer loyalty and a sales productivity of over US$ 1,000 per square foot at its marquee award winning malls such as 360 MALL and Al Kout.

Consistently creating “Exceptional Experiences” is not easy and even more so in Kuwait. Tamdeen realized this early when it got into the retail real estate business two decades ago. Kuwait follows a democratic system resulting in projects taking more time than required with country master planning

A strategy to raise standards in the country, serve the community and delight customers When Tamdeen entered the retail real estate business it was aware of these challenges and realized an opportunity existed to innovate and create destinations that would raise standards in the country, serve the community and delight customers. This was the cornerstone of its thinking; whatever it did should create experiences that enriched the community it served.

360 MALL Expansion in Progress

360 MALL – The Regions First Mixed Use Sports, Retail, Office and Leisure Destination

06. RETAIL PEOPLE . FEB-MAR 2018

COVER STORY

360 MALL Main Atrium

360 MALL Vertical Gardens

A three-pronged approach achieved this strategy: (a) Using the best minds to design exceptional experiences into its projects at the design stage itself; building great places. (b) Getting the best retail brands into the projects; even if it meant Tamdeen making investments. (c) Adding experiences through day to day operations onto the already experiential building; delighting customers.

Designing exceptional experiences at the project design stage Hiring the best design architects and then following their advice to achieve its strategy has paid off for all Tamdeen Group projects. All team members including development, projects, mall management and local consultants are encouraged to contribute with ideas through the design process, which refines ideas, improves design and results in Tamdeen designing great places.

360 MALL Chihuly Chandilier

For example, at 360 MALL which was launched in 2009, the mall interiors were designed to the level of a 5-star hotel creating a luxurious and refined environment with a vast central atrium mimicking a hotel lobby.

With marble and wooden floors, carpeted mall ways, signature painted columns and Chihuly chandeliers, the environment is enriching.

Despite limited space the mall has 40% space devoted to the common area against a norm of 25%. Triple height ceilings, grand entrances and mall ways with skylights all create a relaxed and unhurried feeling.

The surrounding areas of the mall, which is municipal land was taken on by the mall gratis and lush landscaping has been created with 6,495m2 of waterbodies and fountains making the mall appear to be within a garden.

In addition, a unique feature; “The vertical gardens” has been built inside the mall keeping in mind the harsh climate of Kuwait; The gardens, designed by the renowned French botanist Patrick Blanc, is a precinct in the mall which has approx. 24,000 plants from 1,300 species growing vertically on the mall walls as well as free standing walls creating a huge vertical garden. The garden is interspersed with pools of water and ponds with Koi fish and has a high-end F&B offering. It has the maximum dwell time in the mall, is very popular with customers and is something that was a first and is unique not only in Kuwait but in the region when it was launched. This idea has now been extended to the mall food lounge which was recently re-developed to create a new garden on the 1st Level of the mall and is also being extended to the new mall expansion.

The 360 MALL is once again raising the bar on experiences as it transforms into Kuwait’s first mixed use retail, office, leisure and sports destination. It will include 130,000m2 of retail, the 300 room Grand Hyatt Hotel, Shaikh Jaber Al Abdullah Al Jaber Al Sabah International Tennis Complex, including a 5,000 capacity multipurpose arena and a world class tennis academy with 17 indoor and outdoor tennis courts.

By bringing tennis into the equation, a luxury sport, Tamdeen is driving excellence in this sport as well as re-enforcing the luxury positioning of the mall in a new and creative manner. Some of the best tennis players in the region are from Kuwait. By adding world class tennis facilities and a world class tennis academy, Tamdeen will raise the standards in the country, serve the community and offer experiences which were not available in Kuwait earlier. Further, the connection between sport (tennis and the tennis academy), leisure (the Grand Hyatt) and retail (360 MALL) will create synergies that will benefit all segments. By early 2019 Tamdeen will offer customers a unique and exciting mix of exceptional experiences.

FEB-MAR 2018 . RETAIL PEOPLE .07

Al Kout – Kuwaits Largest Waterfront Retail & Leisure Destination

Another example is the Al Kout project, which was launched in 2005 as a community mall and was a breakthrough in design and creation of civic spaces. Today it is being transformed into Kuwait’s largest waterfront retail and leisure destination set to launch in Q1 2018. Its 6 great experiences include a regional mall, 5-star hotel, lifestyle mall, fresh food market, marina, beach front and a fisherman’s wharf offering world-class retail, lifestyle, dining, entertainment and leisure.

Over the years, modifications and additions to the 300,000m2 project has literally made it the downtown of Fahaheel in Kuwait with over 100,000m2 of retail, 360 stores, 3,600 parking spaces and a 200 key 5-star hotel. A performing fountain overlooking the Arabian Gulf, waterfront dining, beaches and a visit marina allows one to come to the mall in one’s personal boat. These are some experiences that are not found in regular malls.

Ensuring the best brands are part of the Tamdeen Group projects Through its quality projects, Tamdeen attracts the best brands in the world. It also facilitates their business in Kuwait where required. In 2009, it set up 360 Style, a retail company that has over the years enabled luxury brands Gucci, Gucci Kids, Bottega Veneta and St. Laurent to support and find appropriate locations in Tamdeen

Al Kout – Performing Fountains

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Al Kout Mall

Group as well as other malls.

The brands have done well and sales have been outstanding.

Tamdeen also had the foresight to realize entertainment Al Kout Mall – Nearing Completion and cinema would play a key role in the success of its projects in the future. Accordingly, it purchased the Kuwait National Cinema Company (KNCC) established in 1954, and reinvented and refreshed it to create modern state of the art cinema experiences offered under the brand name; Cinescape. Today Cinescape accounts for more than 90% of the cinema business in Kuwait and operates in Tamdeen Group malls as well as other malls in Kuwait. KNCC will soon be launching two new cinema experience brands offering new and unique experiences in Kuwait.

Unable to find strong entertainment concepts for its malls in Kuwait, Tamdeen launched Tamdeen Entertainment in 2006 which conceptualized and launched several high-quality entertainment concepts such as Infunity an FEC, The Bowl Room, a luxury bowling venue, The Freeze Club aimed at teens and a Boeing 737 flight simulator ensuring world class entertainment was available in Kuwait to engage the family and the youth. The concepts which were launched in 360 MALL are now being rolled out to other projects.

As customer expectations turn to consuming experiences rather than products, as millennials and Gen Z take center stage and online shopping takes business away, Tamdeen has created a new focus through a recently launched F&B retail company whose mandate is to bring highly experiential F&B concepts to Kuwait and to its malls. Several new to market concepts have already been signed on and will debut in Q1 2018.

Tamdeen will continue to respond to market shifts and trends and will not hesitate to invest to get experiential retail brands to Kuwait and to its malls.

Al Khiran

Adding experiences through day to day operations The best designed shopping centres will underperform if not managed well.

Till 2009 Tamdeen Shopping Centers, which was the Groups development company, developed, built and managed its projects. Realizing the need for specialized management, Tamdeen launched GLA Property Management Co. W.L.L to professionally manage its malls. Starting off with 30-40 people the company today employs 251 experienced professionals from 26 nationalities who are gearing up to welcome over 40 million customers annually at current and new projects over the next 2 years.

The management team remains close to mall tenants and customers, understanding their needs and wants to try and meet and exceed their expectations. Despite lack of professional and competitive vendors in Kuwait, the team has managed to offer customers the very best in service.

Focusing on small details such as picking up customers from car parks in golf carts, offering face masks at exits during sand storms, welcoming customers in the hot summer months with cold water bottles and offering them mobile phone chargers to carry on their person so they are not separated from their phones, has made customers warm up to the mall.

Tamdeen malls include some unique leisure facilities such as a 1.5-mile beach, a marina, visit marina, performing fountains, water beds, Koi fish ponds and so on. All these require specialized attention and skills which have over the years been internalized in the management team.

The management team has also innovated and launched the first mother and baby lounge in the region in 2015 at one of its malls in response to a call by expecting and young mothers. This has been very successful with over 4,500 mothers using the facility per year. The service is now being extended to other group malls as an integral part of the design.

These efforts have not been in vain. In mystery surveys the mall and its tenants have achieved satisfaction scores of 90% plus and the mall customer service efforts were recognized at the ICSC Global Awards in 2016 with 1 Gold award and 2 Silver awards.

and a state of the art food hall. In addition, other unique features will be a dedicated car parking for luxury cars, which the residents of Kuwait can use to park their expensive collections.

The Al Khiran project for which the first package has already been tendered, will be one of the largest outlet mall in the world. However, Tamdeen has innovated and adopted a hybrid format; an outlet mall with a formidable F&B offering, a leisure centre with large format entertainment including cinemas, FEC, and a drive-in movie theater and food truck experience. All this fronting on to a 1.25 km landscaped promenade and a 900-berth marina, the largest in Kuwait.

The Mall of Kuwait, a 150,000m2 GLA development is currently at a design stage and will likely be a power and lifestyle hybrid.

The Tamdeen Group has gained acclaim in its pursuit for the exceptional Over the years the Industry has recognized the Tamdeen Group for its efforts. Both Al Kout and 360 MALL have been awarded the Gold Award for Shopping Centre Design at the ICSC Global Awards. The Centre’s have also been awarded 10 Gold and Silver awards for operational and marketing excellence at the ICSC Global Awards.

The search for ideas and experiences continues at the Tamdeen Group which remains secure in its belief that if one builds great places that offer exceptional experiences, outstanding sales can’t be far behind. And this is a win-winwin for the county, the community and the customer.

The process of creating Exceptional Experiences continues at Tamdeen At the current moment Tamdeen is constructing two new projects and designing a third, which will be launched over the next few years.

Tamdeen Square, with its 5 residential towers under construction is a planned community comprising of residences, hotel, community spaces and a mall. Three of its towers will be the tallest residential towers in Kuwait.

The lifestyle mall, under design, will feature a strong wellness component

Tamdeen Square under construction

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300,000 m2

100,000 m2

3,600

360

200

17

12

20

project area

of retail opportunities

easy access parking spaces

retail stores

luxurious suites

anchor opportunities

state-of-the-art cinema theatres

million visitors annually

Al Kout, Kuwait’s largest waterfront retail and leisure destination will offer world-class retail, lifestyle, dining, entertainment and leisure experiences in one truly great destination. It will include 6 great experiences; Al Kout Mall, Souq Al Kout, Al Kout Rotana Hotel, Al Kout Marina, Al Kout Fisherman’s Wharf and the Al Kout Seaside Promenade. An eclectic mix of international brands, restaurant precinct with panoramic sea views, roof top entertainment facility, performing fountains, indoor-outdoor experiences, dedicated parking and more will make Al Kout a key retail and leisure destination for Kuwait and its neighbouring countries.

Post the successful leasing of Al Kout Mall, which is slated to open by Q1 2018, Souq Al Kout has commenced re-development to transform into a high-end retail destination featuring premium and bridge brands by Q4 of 2018.

INSIGHTS

GLOBAL RETAIL ACADEMY Retailers Need to Embrace Digital Learning

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etailers of today are faced with one of the most competitive, transforming and most exciting retail landscapes in decades.

The pace of change touches all aspects of retail, while this offers an abundance of opportunity, some areas in the industry are slow to adapt. One such area that has been lagging behind is retail education; a company’s biggest asset is its people and the most important investment that a company can make is the investment in people.

Training is still low on the priority list, but with 87% of Millennials citing professional development as a

An investment in knowledge pays the best interest.

–Benjamin Franklin

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key value-add who also have different expectations of how they get trained, it is easy to understand why retailers need to take the responsibility to focus much more on the approach to training.

The approach to L&D in the retail industry hasn’t changed much in decades. There has to be a shift in the way retailers approach, structure and deliver training. With digital learning, companies can now bring relevant content to the right professionals at the right time, with the advantage of being able to access the world’s best retail practitioners, coaches and trainers at a fraction of the cost of traditional training. Retailers no longer need to the make the extra time commitments associated with traditional learning; a study conducted by Brandon-Hall concluded that digital learning requires 40% – 60% less employee time than learning the same material in a traditional classroom. Add in the elimination of costly travel, refreshments and room hire and you start to see the benefits of online learning.

INSIGHTS

REVENUE GENERATED PER EMPLOYEE IS 26% HIGHER FOR COMPANIES THAT OFFER TRAINING USING TECHNOLOGY Digital learning, however, isn’t just about online learning; it requires a holistic approach to how technology interconnects with social, cultural and commercial nuances, elements understood by the Global Retail Academy, an online Centre of Retail Excellence set up to provide retail education.

Designed and delivered by experienced global retail practitioners, the Global Retail Academy will be home to a compendium of knowledge and digital learning covering all aspects of retail.

Courses are designed with the needs of retailers in mind, such as learning speed and style along with micro learning in small bite-sized chunks for on the job learning viewed on mobile devices, a concept hugely beneficial to retailers who can be time poor.

Watching short animated micro videos is also an engaging way to learn and has proven to make learning 17% more efficient. The benefits of digital learning are numerous, learning when and where you want as well as having the ability to learn faster while retaining up to 40% more of the information

learned. Other ways helping employees engage in learning include Gamification and social learning.

Gamification makes learning fun. When we are happy our brains are 68% more active, allowing us to absorb 86% more information. With social learning, there is the benefit of sharing learning experiences among employees and organizations incorporating social media groups and online discussions, again making learning more engaging.

Learning is no longer defined by a time and place; it’s about flexibility and choice with new ways to learn. For retail, the Global Retail Academy is the go-to site for retail education. Every day is a chance to learn and as the world around us evolves, we should sharpen our saw to ensure that we keep on top of our chosen field. Part of being successful is understanding that you never stop learning........

MARK JOHNSON Chief Operating Officer Global Retail Academy With an international retail career of 30 years starting from the shop floor to senior leadership roles and with multi-sector experience, Mark is a sought-after retail expert, a pioneer of a number of UK retail concepts and a highly acclaimed expert in the field of virtual leadership. As co-founder of the Global Retail Academy, an online blended learning retail education site that has been set up to help retail students, professionals and businesses learn and develop retail skills, he passionately believes in the opportunity to enable retail professionals to have access to better retail education.

FEB-MAR 2018 . RETAIL PEOPLE .13

INSIGHTS

Tomorrows Palate:

How our Stomachs are Shaping our Space

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esteryears ago, malls were defined by the department stores they hosted. In today's market with ever-changing consumer trends, department stores are quickly losing their appeal and status as crowd pullers. Intelligent mall developers are quick to pick up on this shift, heading back to their drawing boards to remodel their assets for the new consumer. One of the winners of this evolution (the new favourite child) has been food.

On a global scale, F&B and entertainment are forecast to take up to a whopping 25% of the total retail space in new upcoming malls. In my home city of Perth, Australia, all three Westfield centres are currently undergoing expansion works focused towards introducing a dedicated F&B precinct into their new DNA. Once completed, these regional centres will host multiple cuisines surrounded by open-air spaces, green landscaping and family-friendly seating.

14. RETAIL PEOPLE . FEB-MAR 2018

This new focus on redesigning the mall offering around food cannot succeed by itself. It is vital for the restaurant operators to approach their investments with a 360-degree view, assessing all elements of the offer to ensure its ultimate success. Attention must be paid to ensure the concept is fresh, relevant and ideal for the precinct. Below are a few trends that I believe need to be considered.

Street food inspired dishes Whether you live in Suburban Sydney, bustling Dubai or downtown Bangkok, you are sure to have your gastronomical senses enticed when street foods are presented on your TV screen. You are not alone! Street Foods have become one of the most soughtafter activities for tourists around the globe. Dumplings in Asia, Shawarma in Morocco or Jambon Beurre Baguette in Paris all attract our love for cheap, tasty and convenient food on the go. It also provides opportunities for chefs who seek to create a unique menu designed around easy to prepare, quick and tasty snacks for people on the go. Trinity Kitchen in Leeds, UK is an ideal example of how street food has been brought into a food court appealing to a wide audience excited to try out new ideas.

Presentation

servings of locally grown organic produce and are willing to pay a premium for it. Chefs and Entrepreneurs alike must dedicate a portion of their menu to serving this emerging market.

Mall developers need to work hand-in-hand with their F&B tenants to ensure the best recipes are making it to the table.

Today, you cannot simply browse through the profile of the interested tenant and proceed to send them a leasing offer.

One must study their concept and match their menu with brand objectives. A clear knowledge of the audience and their palates need to be well researched during the development stage of this exciting new precinct. A distinctive approach towards tenant vetting should be applied attracting only the best concepts and menus reflecting the modern globalized lifestyle-driven consumer.

In today's trend-driven world, presentation of food is considered the most important aspect of the offer. Whilst our parents had a special diner they visited for all occasions, the younger generation is a lot more fluid in their selection, relying on social media and a selection of influencers who bombard their homepage with picturesque images of their latest outing. Restaurant entrepreneurs must ensure their food not only tastes good but also looks perfect for that picture. When done right, it is possibly the most costeffective marketing tool for today's social media-driven audience.

Fusion Whilst Fusion concepts have been around for a while, with today's globalized consumer new possibilities are countless. Landlords and restaurant operators must come together creating menus and experiences that meet today's global palates. Concepts such as PF Changs are great examples of bringing the best of two cultures together in a harmonious menu. Another globally recognized fusion concept which also happens to be my favourite involves adding Japanese ingredients to Italian dishes creating items such as Clarita Da Marittima; a fusion of Italian pasta topped with Whitebait sourced from Enoshima Island off the coast of Japan.

Organic With more people becoming conscious of what they put into their bodies, organic menus have taken centre stage, lending their name to salad items, bread, meat, chicken and even juices. The organic industry today is valued at over US $100 billion and continues to grow on the back of strong demand from Europe, North America and Asia. Lifestyle-driven health-conscious consumers appreciate

AHMAD IBRAHIMI Head of Leasing and Development Abu Dhabi Cooperative Society Ahmad is an international retail expert with over a decade of valuable experience between the Middle East and Australia. Having started in leasing and marketing, Ahmad’s career development quickly excelled to include a wide range of retail services including adding value thru good design and development practice, leasing strategy formation, strategic lease negotiations, brand development and marketing. He is currently the Head of Retail for Emirates Investment Group headquartered in Abu Dhabi with a mandate to develop lifestyle driven malls, secure international brands for the Middle East market and render retail consulting services to developers across the region. Ahmad also manages Retail Emporium, a retail consultancy firm based in Perth, Australia.

The food and beverage industry is very demanding and Ahmad enjoys consulting operators and landlords alike on trends, concept development and growth strategies for their business.

FEB-MAR 2018 . RETAIL PEOPLE .15

SHOPPING CENTRE UPDATE

The Expansion at Mall of Arabia

S

ince the inauguration of Mall of Arabia Cairo in December 2010, Fawaz Al Hokair Group has made sizable investments in retail development and fashion retail in Egypt. In September 2015, the Group rallied a stellar team of young, experienced, and innovative Egyptian professionals to create a new local subsidiary, MARAKEZ. Through this collaboration, the team began to build one of the largest mixed-use development and management company in the country. With special emphasis on redeveloping and elevating Mall of Arabia, Marakez focuses on building new malls, residential developments, food and beverage, and entertainment chains.

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With a vision to build and manage mixeduse developments that exceed regional and international standards and is customized to cater to the local communities’ needs and desires, Marakez is taking a fresh look at the role and function retail real estate in Egypt and is set to introduce its Expansion at the Mall of Arabia in West Cairo.

The Expansion is aimed to alter the overall perception of the mall experience and reposition the mall as the heart and soul of the community.

Developed as a complementary addition to the existing mall, The Expansion provides a variety of elements, services, and amenities in order to better integrate into the daily lives of our guests, creating a more holistic and comprehensive experience.

In doing so, the mall intends to increase the frequency of daily visits and duration of stay for a wider section of the community.

The Expansion includes additional local and international retail brands, family-friendly entertainment, unique culinary experiences, and a variety of services and amenities. It also introduces Egypt‘s first in its kind in-mall park.

The Park Nestled in the heart of Mall of Arabia’s Expansion, the Park provides an expansive green refuge to the bustling city. Within this beautiful setting, guests will find a variety of activities including but not limited to; restaurants and café’s, outdoor fitness, kid’s entertainment, and events.

The park is a wonderful setting where everyone will find something that captures their interest.

Food Hall A unique and intricately designed culinary destination where guests can indulge in diverse food experiences sampling a variety of cuisines from both well-established operators as well as young up-and-coming brands.

Figures GLA

Stores

The Park

Food Hall

40,000 SQM

130

34,000 SQM

2,000 SQM

The Expansion is the first of several new retail endeavors that Marakez is currently working on and will shortly be providing more details on three new locations that have been acquired in Egypt, including the New Administrative Capital and the city of Tanta.

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SHOPPING CENTRE UPDATE

Marina Mall Abu Dhabi

to undergo Dhs3 billion extension

L

ocation, location, location. This is the very important reason why Marina Mall Abu Dhabi stands out from the crowd.

While the UAE’s capital does not have the same surplus of malls as the neighbouring emirate of Dubai, shoppers in the city still have a lot of choice when it comes to indulging in some retail therapy.

With its prime location on the capital’s famous corniche – combined with views over the glistening waters of the Arabian Gulf and the towering skyline of Abu Dhabi city – Marina Mall Abu Dhabi has become one of the most distinctive and popular shopping and leisure destinations in the UAE. Spread over five levels, the spacious and airy mall that opened to the public in 2001 features 400 stores, including designer and high-street fashion brands, department stores, home furnishings, electronics and a large variety of restaurants and cafes that helps to attract both local shoppers, visitors from other emirates and tourists.

Now in 2018, Marina Mall Abu Dhabi is all set to undergo an ambitious expansion project later in the year, with AED3 billion set to be spent on boosting its size to an additional 160,000sqm.

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The redevelopment will be carried out by the National Investment Corporation (NIC), the breakwater developer and owner of Marina Mall Abu Dhabi, which will not only oversee the large extension, but will also upgrade the indoor shopping space and create a brand-new waterfront promenade on Marina Island, Marina Walk.

The new Marina Walk promenade will offer 546 meters of prime waterfront views and 123,000 sqm of exciting leisure and entertainment experiences, including Abu Dhabi’s first skate park.

Marina Walk will also be home to a new dining precinct with a focus on outdoor experiences, including 15,000 sqm of open park areas for community events, multiple water features, three helicopter pads and 900 additional parking spaces.

In addition to the impressive expansion plans, existing features within Marina Mall Abu Dhabi will also be upgraded and improved. Plans include the introduction of LED screens, the renovation of current store front fixtures to open space within the mall, as well as enhancing the luxury area and the main entrance.

Aside from a wide selection of shopping and dining options, the mall regularly plays host to community events with entertainers from across the world staging shows and performances throughout the year for visiting families and regular shoppers alike.

Already a hugely popular destination in the emirate, the latest expansion project will see Marina Mall Abu Dhabi continue to play a leading role in Abu Dhabi government’s drive towards further strengthening the city’s key economic sectors, including tourism, hospitality and retail.

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We are a network of international experts that foster and manage customer engagement and experiences.

Our aim is to create valuable social experiences through a set of well designed products and services, that correlates as a consultancy firm and as a project manager or producer.

DECORATIONS

RAMADAN FESTIVE TRADITIONAL

ALESSANDRO GAFFURI Founder & CEO of CELS Group Shopping centers as the “heart of a community”: this is what we believe in.

We foster strong relationships based on emotions, for venues where culture, art, food, music, and entertainment provide experiences that truly engage customers.

Our aim is to help manage retail hubs, where social bounds prove to be just as relevant as shopping-related interests.

We support our clients in creating Preferred Meeting Places centers for a community — their most valuable asset.

Get in touch

www.cels.ae | info@cels.ae Turin / Dubai / Doha / Kuwait City / London Customer Engagement Loyalty Solutions PO Box 340505 - Dubai -UAE

ORIGINAL ACTIVATIONS UNIQUE CONCEPTS LEADING EVENTS

EVENTS

EVENTS GALLERY

RECon MENA 2017 Showcases the Retail Industry’s Trailblazers The MECSC in association with the ICSC and Dubai Association Centre (DAC) organized the RECon MENA 2017 on 29th to 31st of October at the Ritz Carlton Hotel – DIFC in Dubai, UAE. RECon MENA 2017 is aptly themed “Reinvention” in line with the shopping centre and retail industry which are continuously changing and evolving, driven by a new, dynamic, global transformation providing service, connectivity and convenience for customers.

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One of the reasons that RECon has been running successfully for twenty three years is due to the line-up of speakers that we hand pick from all over the world, we methodically select influencers, change makers and thinkers who are reinventing the shopping mall & retail business on a global level. This year is no different and we are proud to introduce speakers like Kate Sweetman, Ali Al Saloom, Herculano Rodrigues and Darren Katz to name a few of our speakers this year.”

David Macadam CEO, MECSC

EVENTS GALLERY

FEB-MAR 2018 . RETAIL PEOPLE .23

EVENTS GALLERY

2 0 17 M E N A rd ECon a R w e A h T inner & Gala D ony held on Cerem ctober at fO 3 1st o DIFC arlton C z it R

RECon MENA 2017 Honours its Finest at the Awards Gala The Ballroom of the Ritz Carlton – DIFC glittered with the Awards and the Winners taking home the prestigious trophies; the Awards Ceremony & Gala Dinner was held on the 31st of October ending the 3 day RECon Conference on a high note. The spectacular Awards & Gala Dinner honoured the most outstanding achievers in Marketing, Retail & Design from the MENA region.

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Every year at RECon, the Awards Gala is the most anticipated event of the conference and we are truly proud to celebrate excellence and offer recognition to our finest brands & individuals in the Retail & Shopping Mall industry in MENA.�

David Macadam CEO, MECSC

EVENTS GALLERY

FEB-MAR 2018 . RETAIL PEOPLE .25

EVENTS GALLERY

WINNERS

2017 Middle East and North Africa Shopping Centre & Retailer Awards

RETAIL PROFESSIONAL OF THE YEAR

Kamel Shaban – Brands International

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EVENTS GALLERY

BEST MENA RETAIL BRAND

Centrepoint

Majid Al Futtaim Cinemas VOX Cinemas

RETAIL EXCELLENCE

Level Kids Part of Chalhoub Group

Al Othaim Leisure & Tourism

Al Hokair Group Meraas

RETAIL STORE DESIGN

Wanzl Middle East FZE

Centrepoint, Landmark Group Majid Al Futtaim Cinemas Al Othaim Leisure & Tourism Nahdi Medical Company

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EVENTS GALLERY

DESIGN & DEVELOPMENT - Renovation & Expansion Classification

GLA Property Managment Company LLC

Alandalus Property Company

DESIGN & DEVELOPMENT – New Development Classification

Assets Properties Management – Mall of Qatar

Meraas

UAPM – Unified Asset Property Management

NOI ENHANCEMENT - Marketing/Sponsorship Classification

Dalma Mall

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Line Investments & Property LLC

EVENTS GALLERY

NOI ENHANCEMENT - Operations/Overall Team Classification

Dalma Mall

NEW/EMERGING TECHNOLOGY

Dubai Festival City Mall

BurJuman Centre LLC

ADVERTISING

Gulf Related

Majid Al Futtaim Properties Gulf Related

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EVENTS GALLERY

CAUSE RELATED MARKETING

Lulu Group International

Centrepoint Mall of the Emirates

CUSTOMER SERVICE/ENGAGEMENT

Mall of the Emirates

Aswaq Management and Services Mall of the Emirates

DIGITAL CAMPAIGNS & SOCIAL MEDIA

Centrepoint

Dalma Mall

Majid Al Futtaim Properties Mall of the Emirates

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EVENTS GALLERY

GRAND OPENING, EXPANSION & RENOVATION

BurJuman Centre LLC Al Othaim Real Estate and Investment Company Assets Properties Management - Mall of Qatar

PUBLIC RELATIONS

Gulf Related

Dalma Mall Dubai Festival City Mall

SALES PROMOTIONS AND EVENTS

Dubai Festival City Mall

Yas Mall

BurJuman Centre LLC Mall of the Emirates Meraas

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Next MEC SC’s vents – E n o ti ra G ene retail g n connecti across ls a n io ss profe st a E le Midd

Middle East Council of Shopping Centres’ Next Generation Networking Reception in Oman The Middle East Council of Shopping Centres and the International Council of Shopping Centres hosted the Next Generation Networking reception in Oman, on Wednesday, 6th December at 6:30pm at Sundus Rotana in Muscat, Oman.

The Middle East Council of Shopping Centres emphasizes on educating and offering a successful Networking platform to its members and therefore MECSC has progressively organized several Next Generation Networking events throughout the Middle East region. These events aim to bring together specialists from the Retail industry to share knowledge, ideas and promote business growth.

Next Gen events are focused on offering more value-added business growth, career development, and education opportunities for our members in the region. We thank everyone who attended this event and thank you to Al Araimi Boulevard & DI Mall Management as the main sponsor for this event.

David Macadam, CEO, MECSC

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FEATURE

Why Malls Need to Focus on Customer Experience

O

ne of many challenges malls face nowadays is offering differentiated customer experiences. The feeling of ‘sameness’ across malls causes shoppers to change buying behaviours and seek alternatives that can offer better retail and entertainment experiences.

How do malls become ‘preferred destinations for shopping’ and drive loyalty amongst consumers? The conventional thinking of mall owners that they are landlords alone will not work anymore. Mall owners need to analyse footfall and shopping data and use the insights to create differentiated customer experiences.

First, malls need to build their own base of shoppers through a ‘mall customer engagement’ program. They can build tools and platforms that make shoppers register themselves for regular updates, exclusive privileges and rewards for shopping experiences. In our experience, this acts as a great asset for building partnership programs with mall tenants and brand owners.

We can debate about what the program could be, but it must engage shoppers consistently and on a personal level to inform them about exciting events and urge them to give feedback about their shopping experiences in different stores.

A loyalty or an engagement program that runs across stores within the mall is the next step in customer engagement. A mall-wide loyalty or engagement program becomes a big differentiator that can influence shoppers to revisit the mall frequently. Imagine the kind of partnerships that can be built between mall owners and tenant brands. Such programs can help create a different theme in the mall every week or every month, making the mall a marketing hub for brand owners, boosting its footfall and customer engagement.

Building shopping experience insights through data Malls, therefore, must become ‘platforms’ of shopping experiences in the future. They must start to reimagine themselves as not just ‘owners of leased spaces’ but ‘owners of leased shopping experiences’.

The 5 key tenets of building a differentiated customer experience are: 1.

2.

3.

4.

Build and own a shopper database Create a loyalty or engagement program with the shoppers directly Build partnerships with shopping experiences that are valuable to shoppers Create a common mall currency that is accepted and redeemed across mall stores for unique experiences 5. Use analytics and insights of shopping behaviour to build repeat visits and frequency to improve ROI for brands.

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SURESH THAYIL Head of Business Development One Geography Suresh has over 25 years of experience in sales and marketing of b2b publishing, retail industry communication and express distribution. He has a deep understanding of the retail industry, its need for constant engagement with the customers and effective channels of communication. In his current role at One Geography, he is involved in the marketing of unique, real-time customer experience platform and data-driven marketing intelligence through big data analytics. You can reach him at suresh@onegeography.com .

CO FE NAT TE U NRT E S

Engagement + Measurability = Cloud

I

n 2008 during a meeting with a “Leasing Director” in Riyadh, suddenly a nonsatisfied tenant (success partner) came to our office from Khobar to share with us his complaint. There was a bad smell in their shop from the AC system and shoppers had not come into their shop for the past 3 days. They shared the problem with Mall Management but received no response from their side!

The strange thing was that the reaction from the Leasing Director was not fair at all. He did not take immediate action to resolve the problem or even to say please have a seat for the tenant (success partner).”

As an innovative entrepreneur, the above incident surprised me and pushed me to ask myself the following questions: 1.

How can mall owners properly measure their team’s performance?

2.

How to push team response?

3.

Why mall owners invest millions in lands and buildings but don’t invest thousands in a tool which empower them to maximize their business efficiency?

4.

Why shouldn't we have software which allows us to be engaged with our tenant and enhance internal communications?

5.

Why shouldn’t we have one source which allows all departments to get an answers for all their questions rather than keep walking from office to office or/ and keep calling other offices to have an answer for payments, commercial spaces status, leasing rate, tenant behavior…etc?

I concentrate to find an answer for Question # 3 and discovered that the reason simply because, high percentage from people don’t like to change the way they used to manage their properties, especially if there is a complicated system which requires a long time to train the team on how to use it and still it has complicated interface. All above inspired me to invent “Leaser Leader” leasing software which its value proposition not limited to resolve above problems, but also its simple interface requires a maximum of one hour to train people on how to use it rather than long days in training.

Today I’m leading Leasing & Marketing for a Brand new Mall located in a superior location in North Amman which serve 1 million+ people (very close from universities,

ABDULLATEEF ABU HUSSEIN Innovative Entrepreneur / Leasing & Marketing Director University Graduates Union After 10 years experience in Malls Leasing and Marketing, Abdullateef decided to leave Saudi Arabia to build his own startup in Jordan which accepted from 4 incubators.

Abdullateef leads Leasing and Marketing for a brand new unique mall which is located in a superior location in North Amman (Jubaiha) – Jordan, Owned by “University Graduates Union.”

hotels, hospitals, students furnished apartments, villas, housing projects and government buildings) so I’m focusing not just to ensure an engagement between our team and our potential partners/ retailers but also my mission as a leader is to ensure our partners/retailers a continuous engagement with their targeted buyers.

Briefly, my advice to Mall Operators •

Think how you can be focused on your tenants (success partners) not just how to return your investment

•

Think Cloud. Stop printing floor plans to know your mall updated status

•

Think How to attack to have a fast and useful feedback

•

Don’t rely just on your mall location to satisfy your partners/retailers but also on ethics and ideas

•

Focus how to satisfy shoppers if you want to satisfy partners/retailers

FEB-MAR 2018 . RETAIL PEOPLE .35

C EOANTTUERNET S F

Keeping Malls and Shopping Centres Secure

T

he global threat of Terrorism and Organised Crime has seen significant changes in how we live and plan our lives. Everyone loves to visit Malls and Shopping Centres and we are responsible for ensuring they are safe places to visit.

Recent attacks on public transport, sports and music venues and public areas have meant that those responsible for designing and managing the security of these areas need to think harder about how to keep the public safe. A single attack can destroy the future of a “tourist or visitor destination”.

When you mention Westgate Mall in Nairobi, the first thing that comes into your mind is definitely not the ease of parking or the excellent food court, of course, it’s the September 2013 attack which resulted in at least 67 deaths, and more than 175 people being wounded.

Without going into too much detail, I have outlined a few points to look at when putting a security plan together: • Always take Murphy’s Law into account – Whatever can go wrong, will go wrong, and it will happen at the worst possible time.

• Plan to compartmentalize – how can you close areas off. This is especially important in an active shooter scenario.

• Are your security personnel and the Mall staff trained and equipped to deal with incidents and emergencies? Does the training involve realistic scenarios?

• Are your control room staff too busy with other duties to properly monitor what is happening in the Mall?

• Are you utilizing your technical equipment to its full potential?

• How often do you carry out Security assessments and update Plans and Procedures?

CHARLES MALLICE, MCiiSCM General Manager STIRLING (Middle East) Security Consultancy Charles has over 35 years of combined UK military and international private security experience and has lived in the UAE since 2004. He specialises in “solving problems” and is regularly called upon to provide security surveys and advise on upgrading security at public and high threat areas as well as managing the security for international events, summits and VIP visits. Stirling (Middle East) Security Consultancy provides a wide range of services relating to security, including project management, consultancy, equipment advice and training with offices in the UAE, Oman, UK and East Africa.

• Are you aware of potential threats and how are they dealt with?

• Do you have the action or business continuity plans?

With today’s (and future) technologies and integrated physical security equipment, it's possible to secure areas without frightening people away. Combining technical with physical measures and procedures not only enhances the security but can actually save money, something everyone wants to do.

Obviously designing the security at the planning stage is ideal, however, it is possible to add features and to draw up plans and procedures and train staff to be aware and to react properly in an incident or emergency. I always recommend having an independent review to ensure important areas are not overlooked, sometimes we don’t see the obvious when we pass it every day.

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FEATURE

The Future of Marketing in Retail: Attracting Millennials storytellers if they are aligned with your proposition and experiences can also compliment the creation of content by the millennials themselves.

So we know that millennials value authenticity, they love consuming and sharing insightful content but we also know they are extremely diverse so targeting them is not a one-size-fits-all model and this is where personalised marketing comes in.

Marketing needs to extend across social media with increased targeting and partnering with interactive social campaigns to understand social groups and lifestyle preferences of the millennials allowing for personalised communication.

Finally, the millennials will be seeking the above and so much more whilst using their mobiles. They are attached to their mobile phones and they will use them for everything in addition to seeking new technologies such as augmented reality and artificial intelligence.

W

ith the emergence of the millennials as the largest generation, born as digital natives, they are social and connected. They are the highest users of technology, leading them to do more shopping online and spending more time on social networks and using their mobile phones more than any other generation.

Attracting millennials is the future of marketing in retail. Whether it is in your mall or store, marketing has to develop core messaging that is authentic, offering experiences and interactivity, creating engaging content or storytelling and directing personalised communication in order to attract and engage with this diverse generation of early adopters, online shoppers and seekers of technology.

Authenticity is highly valued by millennials and this needs to be reflected in communications ensuring transparency and relevancy to the wants and needs of your customer, showing that you genuinely care about them. This generation has become attuned to fake propositions hence they seek the authentic in all that they do.

Experiences and interactivity are considered more important than owning things by millennials and you only need to visit your nearest Apple store to see the impact of interactivity on the customers. This type of experiential marketing also increases the likelihood of a millennial making a purchase once they have been involved.

Millennials also have a love for consuming and sharing content so it is important that your marketing initiatives include the creation of engaging content or storytelling which should be thoughtprovoking, intelligent and funny therefore authentic (another tick from the millennials) so they will share this amongst others who are highly active on social networks. Influencers can become the perfect

LEANNE HAMILTON Managing Director LH7 Leanne started her marketing career in Sydney working for GPT, then relocated to Dubai where she joined Emaar to lead the marketing team on launching The Dubai Mall.

Leanne also held positions at Emirates Leisure Retail, Tourism Development & Investment Company (TDIC) and Meraas where she was the Head of Marketing & Events and delivered destinations including City Walk, The Beach, Boxpark, Last Exits and The Outlet Village. With over a decade of experience in the UAE, Leanne has most recently formed a marketing consultancy, LH7.

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FEATURE

Future of Customer Service Experience in Shopping Malls

W

ith the abundance of malls and shopping centers to choose from, it has become a challenge for businesses to create a competitive edge in the market. Customers have become smarter about what they demand, giving as much priority to services as to product range and the overall experience offered by the malls. The Shopping Mall experience impacts satisfaction and affects loyalty.

Over the recent past years, many organisations have experimented on the implementation of new digital technologies that will help them upgrade their customer service experience offering. It’s imperative that technology advances in customer service must be used to augment the human connections with the customers, not replace it. It is important to pay attention to and continually assess what is the appropriate mix and the right balance of human touch and technology when offering customer service /experience. The digital transformation of retail is not all bad news for malls. On the contrary, it presents new opportunities for malls to engage consumers throughout their decision journeys.

“Think Like Customers”, … we must remember, we are all customers of one another.

Customer expectations are getting forever higher and this is likely to continue in 2018 and beyond. Forward-thinking organisations are accepting that customer experience is the competitive weapon of choice. Products have little differentiation anymore and retailers can sell almost any product. So, how do you compete? Customer Experience. The customer experience difference between online and brick and mortar is obvious. One is not necessarily better than the other, but it all depends on preference. Organisations should be able to transform the mall experience by leveraging technology and

multichannel strategies and provide memorable customer experience whether online, face-to-face, both or some combination.

A storm of global trends is coming together at the same time to cause malls to change the role they play in people’s lives. No longer are they primarily about shopping. Now, when consumers visit malls, they are looking for experiences that go well beyond traditional shopping. Organisations who do a better job at uncovering shopper needs, behaviors and motives will be the ones best able to personalize the customer experience, take it to next level and deliver the next era of retail innovation.

SANJAY MEHTA Senior Marketing and Management Professional

Seasoned marketing and management professional with over 20+ years of specialized experience in the shopping malls, hospitality, retail and entertainment industries across MENA region and India.

Worked with one of the largest mall developers in the region – Majid Al Futtaim, as Associate Director Marketing overseeing 11 shopping centres. Sanjay has managed awardwinning grand opening launches and strategic campaigns for some of the region’s leading and most visited retail and leisure destinations.

Sanjay holds a Master’s Degree in Economics and Business Management and has certifications in Shopping Centre Management and Marketing from both MECSC and ICSC.

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Evolution of OOH in Jordan

E

stablished in 2000, Pikasso Jordan is part of Pikasso Group that is spread across 9 countries within the MENA region and West Africa.

Pikasso is renowned for its roadside billboards, urban furniture, transport advertising, and its Malls’ concessions. Indeed, Pikasso is the exclusive concessionary of 2 of the most important malls of the Capital: City Mall and Abdali Mall, alongside The Boulevard, Irbid City Centre and Istiklal Mall.

OOH advertising within malls in Jordan has been consistently evolving: from stickers and banners, to backlits and scrollers, and all the way up to LCDs and large format Digital screens. This is why advertising in malls is an absolute must for any OOH plan in Amman. But due to the capital’s population habits, malls are becoming the only true expansion of high street shops, as Ammanis enjoy walking and strolling. Therefore, shoppers and visitors are the perfect target audience for ad campaigns, as they are more likely to be receptive to messages, and prone to consume.

We are very proud of the digital integration within City Mall Amman; it’s by all means, a best in class deployment: the 2 large format screens, a portrait and a landscape, dominating the central atrium, are visible from everywhere, in addition to a third LED on the travellator between the Banks area and Carrefour.

We are, as well, very much proud of the integration of the bespoke design of the 70’’ LCDs at Abdali Mall.

All our LCDs are sold under the brand name ‘Channel Network’ fitted with ultimate engagement technologies with: •

Mobile Bridge mTags, which are integrated to screens, in cooperation with Blue Bite

•

Cameras for facial recognition and audience measurement and interaction, in cooperation with Quividi

•

Touch screens

SARAH DASOUKI Sales Director Pikasso Jordan

Sarah is the Sales Director of Pikasso Jordan branch. She joined the company in 2008 right after her graduation from the University of Jordan with a BSc in Marketing.

Since then she grew her career within the company, and has built a solid 10-year sales experience in the Out Of Home Industry.

Sarah is handling all OOH products in Jordan from 4x3 to large format, with the main focus on Mall advertising.

Pikasso is also at the forefront of contextually relevant and engaging campaigns, which are instantly broadcasted on digital screens, and can be triggered by elements such as the weather, the time of day, the days of the week or even by a special promotion.

Additionally, Pikasso offers the opportunity to host live feeds and broadcast live events. For example, the Samsung S6 launch on its Boulevard LED screens was a raging success, with the participation of the National Philharmonic Orchestra, who played the 6th Symphony, while being directly filmed on a Samsung S6 phone and live broadcasted on our magnificent large format digital screen.

Last but not least, Pikasso’s top-of-the-line backlits, scrollers, and spectacular-sized screens, situated in other parts of the Malls, are the perfect products to answer all of the advertising needs of clients in Jordan.

FEB-MAR 2018 . RETAIL PEOPLE .41

C EOANTTUERNET S F

Arabian Centres Company Links Technology and Growth

A

rabian Centres Company became Saudi Arabia’s largest developer, owner and operator of Shopping Centres by offering international-standard quality shopping and entertainment. In formulating a strategy to build on that success, Arabian Centres’s management came to realize that expanding its portfolio across the Kingdom depends as much on harnessing new technology as on providing high-quality retail and leisure offerings. The task of keeping Arabian Centres’s property management software in tune with the company’s strategy lies principally with Rashed AlOthman, Arabian Centres’s chief information officer.

“A desire to take on new challenges and drive innovative improvements and achievements for the business is our primary motivation,” AlOthman said.

Arabian Centres, a subsidiary of Fawaz Al Hokair Group, has grown to encompass 19 shopping centers in 10 cities since its founding in 2002. Its 1.066 million square meters of total gross leasable area (GLA) represent a quarter of all organized GLA in the Kingdom. Arabian Centres transformed the Kingdom’s retail sector with a commitment to create unparalleled destinations for shoppers, leisure seekers and retailers.

Arabian Centres has embraced an aggressive strategy designed to reinforce its position as the Kingdom’s premier mall developer and operator. Nine developments in the pipeline will nearly double its portfolio to approximately 2 million square meters of GLA, which 3 of them will be operating in 2018 in Riyadh and Dhahran. The growth plans are part of a larger goal. “We seek to advance beyond developing mere functional properties. We aspire to create living, vibrant and integrated communities and enhance the quality of life for tenants and customers alike,” AlOthman said.

To achieve that goal and make sure Arabian Centres properties remain the “destination of choice” for over 96 million annual visitors and and average of 3,600 retail outlets, AlOthman is spearheading a Digital Transformation Program (DTP). The initiative emphasizes expanding technology capability and utilization in such areas as business-to-business communication through its tenants portal and business-to-consumer through diversified digital channels such as the company comprehensive website, the malls WIFI and its app and numerous operational procedures. “We are increasingly focusing on further improving the customer and tenant experience in Saudi Arabia’s best retail destinations with investments in customer lifecycle management,” AlOthman said.

A key component of Arabian Centres’s digital transformation is Yardi Voyager, Arabian Centres’s new, cloud-based property management and accounting platform. “Voyager gives us a fully integrated real estate management platform that scales to all our requirements and provides the convenience and security only available from a cloud solution,” AlOthman said.

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RASHED ALOTHMAN Chief Information Officer Arabian Centres Company

One product built into the core property management and accounting system strengthens Arabian Centres’s forecasting abilities with automated budgeting, valuations and modeling.

Another integrated module lets Arabian Centres schedule, track and manage property maintenance and inspections from desktops or mobile devices, allowing faster responses to tenants’ maintenance requests. Leasing agents and asset managers also have mobile access to real-time prospect, tenant and property information, enabling faster completion of new leases and renewals. Meanwhile, paperless invoice processing, which is in line with our DTP, and the automated online approval workflows reduce Arabian Centres’s per-invoice costs while eliminating errors and lost invoices.

“Running our business on a single connected software platform drives better business decisions by making full insight into our leasing, budgeting and property management activities instantly available. It also supports our goal of setting new standards in customer service with improved maintenance execution and other tenant services. The capabilities available from our new software platform will help us continue changing the shopping and leisure experience with sustainable value and service excellence,” AlOthman said.

FEATURE

Is Digital a hurricane Irma Leaving No Place for an Experiential Shopping?

What do you think about New Retail, a new term created by Alibaba? Is it the real future of retail?

ROMAN SKOROKHODOV President Watcom Group Roman Skorokhodov, Watcom Group’s President, founder of systems for people counting solutions and analysis of people flow in Russia as well as cutting-the-edge technologies in the commercial retail real estate.

Well, it is a new global trend in retail and this is not about the death of brick-andmortar or e-commerce. While e-commerce mostly is about convenience (you save your time), brick-and-mortar is all about experiential shopping and customer service, Meal'n'Real. Emotional motivations that need to be satisfied. Regular events, happenings, Food and Beverage are very important. But customer service enhancement probably is the most important driver as it builds customer loyalty to your brand which is the main asset and is earned over decades. Both brick-andmortar and e-commerce complement each other, creating a synergy. On top of that, you can make an additional entertaining format, like Café Tiffany in New York, for example, that also enhances your brand performance, creating a certain state of mood that can have an impact on a purchasing decision.

What about Russia? Does it fit into global context or has it its own specifics?

Interestingly, both. It does fit. For example, it is owing to the focus on entertainment that Watcom Shopping Index ended on a strong note last year, despite the crisis and increasing competition. Super regional shopping centers, focusing on entertainment and leisure, showed a 9% growth last year.

Their main objective is to make visitors stay longer in a shopping center focusing on leisure activities, gaming, food and beverage and customer service. All these build a customer experience that has to be exceptional. A visitor that just dropped in your shopping center should come back again and again, becoming a loyal client.

As for E-commerce in Russia, it has been developing rapidly in the last two years. In some segments, for example, kids wear, sales grew by 67% in October of 2017, LFL, compared to the last year, in footwear for kids – by 58%.

In response to this trend, Watcom (being initially focused on people counting solutions), developed and launched an online-to-offline product (O2O), to measure the effectiveness of advertising campaign on the Internet for offline stores (how many targets online came to an offline store), using Wi-Fi technology – Shopster.

Could you please explain it in a more detailed way?

Online to Offline is a technology allowing us to integrate digital world with a real offline using devices connected to Internet and Wi-Fi routers in commercial stores.

Besides measuring the effectiveness of ad campaigns, it also helps generate footfall as it enhances communications with clients (geo SMS) and other.

Being the pioneer of the shopper counting systems industry in Russia, you started investing in other businesses related to the commercial retail real estate.

What motivates you?

We envisioned that retaining a position of a leader on the market needs a great deal of investment in innovation. Thus, an analytical special software system was developed – FOCUS to optimize the effectiveness of management of your clients’ business. We are always trying to look for and developing new solutions to increase our competitive advantage.

FEB-MAR 2018 . RETAIL PEOPLE .43

We invite you to an experience beyond expectation we deliver a true sense of pleasure in everything we do, with a distinct focus on entertainment, edutainment and experiential shopping, we have curated the perfect destination mall which will entertain, educate, inspire and excite your senses as spending quality time with family and friends is one of lifeʼs greatest pleasures.

OPENING

SEPTEMBER 2018 FOR LEASING OPPORTUNITIES:

E: lease@ablvd.com T: +968 910 22 222 Al Khoudh, Sultanate of Oman.

147,200 SQ.M SHOPPING DESTINATION

3,000 CARPARK SPACES

10

220+

SCREENS CINEMA COMPLEX

40+ FOOD & BEVERAGE EXPERIENCES

RETAIL SHOPS

LARGEST KIDS WORLD IN OMAN

Leasing and Management by

www.ablvd.com

News Brief Cityland Mall’s leasing programme gets major boost with addition of leading fashion retailer Matalan

AMC Teams with Saudi Sovereign Investment Fund to Bring Movies to the Kingdom AMC Entertainment (AMC - Get Report) and Saudi Arabia's main sovereign wealth fund announced a partnership to bring cinemas to the country as it lifts a 35-year-old ban on cinemas.

Saudi Cityland Group – developer of Cityland Mall, UAE’s first nature-inspired mall scheduled for launch in 2018 – today, 17th December 2017, announced further progress in its leasing arrangements by signing up Matalan which is one of the leading fashion and lifestyle retailers across the globe.

Founded in 1985, Matalan, the specialist retailer in fashion and homeware will occupy 26,318 sq.ft location at Cityland Mall offering the latest clothing for ladies, men & kids along with an eclectic range of homeware items at affordable prices. With the mission of providing the best in fashion at outstanding values for modern families, Matalan is all set to be a prime shopping destination in Cityland Mall.

Giordano Spearheads Growth Across the Region 8 New Store opened and 20 stores fully renovated across the region

Giordano, the global apparel brand known for its everyday wardrobe essentials, recently re-opened its fully renovated and upgraded store in Sharjah City centre.

The 2,500 square feet store, has a fresh new look, redefines simplicity and embraces a more classic and refined concept.

Space is maximised for product displays and customer interaction; including wider entrances and larger, more comfortable fitting rooms Products are also presented in different ways for customers’ easy visualisation of style.

Wood accents have been added to increase the feeling of warmth and natural space. Energy-efficient LED lights enhance the customer experience while minimising the store’s carbon footprint.

“As we upgrade our stores’ design, we are confident in attracting more customers to come and shop at our stores,” said Ishwar Chugani – Managing Director at Giordano.

To keep pace with the fast-changing market and consumer habits, Giordano has embarked on an aggressive upgrade of their existing stores and have also opened 8 new stores in the region this year.

Following over two decades of consistent brand growth and with 200 stores operating in the region, Giordano has planned an aggressive expansion and will roll out the new design concept shop across all Giordano stores in the region.

"In line with the fund's mandate to help unlock promising new sectors within the kingdom, PIF and AMC Entertainment will explore theatrical exhibition and related investment and partnership opportunities in Saudi Arabia," the Public Investment Fund said.

"This announcement is a historic moment for the theatrical exhibition industry and a tremendous opportunity to connect AMC's movie products with the Kingdom of Saudi Arabia's more than 30 million citizens, many of whom we know are movie fans based on their regular visits to cinemas in neighboring countries," AMC CEO Adam Aron said in the statement.

Source: TheStreet.Com (http://bit.ly/2Be5R0d)

The Gate Avenue at DIFC remains on track The upscale retail and leisure lies right at the heart of Dubai International Financial Centre (DIFC).

As of now, a “significant number” of retail units have been handed over to tenants for design and fitout work has started at some.

The concrete structure is now 95% complete with 40,000 cubic meters of concrete poured to date, and blockwork installation is 80% complete. “DIFC’s 2024 Strategy envisions a thriving community of 50,000 professionals based in the Centre, and Gate Avenue at DIFC is a milestone in this journey as well as a new landmark at the heart of Dubai,” said Nabil AlKindi, Chief Real Estate Officer at DIFC Authority. It will span 660,000 sq.ft of built-up area and 880 metres in total length, Gate Avenue at DIFC will link the podium levels of all buildings located in DIFC. Source: Gulf News – Business Sector (http://bit.ly/2D4G7kc)

Nakheel Malls finds going big scores with shoppers Building new malls or expanding old ones still makes sense in Dubai — if there is a sizeable resident base growing around them.

This is exactly what Nakheel Malls has been up to.

It was recently that the retail arm of Nakheel completed a major expansion at Ibn Battuta Mall, bringing in more brands and adding

FEB-MAR 2018 . RETAIL PEOPLE .45

NEWS BRIEF

more options on F&B. The results are starting to show up favourably in the visitor numbers.

“We will be hitting 21 million this year and that’s a new high for the mall,” said Omar Khoory, Managing Director at Nakheel Malls. “The new expansion certainly helped get in more and we are looking at another 10 per cent increase in 2018.

and Africa retail research at CBRE. “Physical real estate remains important as a sales channel and increasingly as a communicator of the brand and a demonstrator of experience.”

Source: Gulf News – Business Sector (http://bit.ly/2BZsz8a)

Omniyat raises Dh500m for new mixed-use project Dubai-based Omniyat has signed a financing facility with Ajman Bank for Dh500 million, which will be used for the construction of a mixeduse project at Dubai Water Canal in Business Bay. The project is a partnership between Omniyat, Saudi Arabia’s Rashed Al Rashed Group and Jenina Real Estate Development Co. Ltd., a Saud Kanoo’s company.

Source: Gulf News – Business Sector (http://bit.ly/2kKIGPW)

The facilities are structured in line with Sharia-compliant practices for a five-year tenor.

Ajman Holding launches the Mirkaaz Mall

The project cost is Dh1.34 billion and scheduled for completion by 2020. It will consist of a hotel, residences and retail development.

The official announcement is due in 2018 first quarter. Construction on site has already begun.

Ajman Holding has launched “Mirkaaz”, a mall that is expected to attract over 1 million visitors annually for its 100 plus shops, F&B, cinema, family entertainment area, and botanical gardens.

It will be the first mall in the UAE to feature a sprawling Atrium Roof being built on one million square feet of land. “By providing sustainable development and a green economy to the citizens, Mirkaaz will support Ajman’s and the UAE’s goals of becoming among the world’s best retail and entertainment destination,” said Yahya Al Jasmi, Managing Director of Ajman Holding. Construction is expected to complete by 2019.

Source: Gulf News – Business Sectors (http://bit.ly/2yXZhF6)

Dubai Design District sketches to be a 24-hour hotspot But the sprawling Dubai Design District (D3) is well on its way to being an 18hour hub for its people to work, shop and even dine.

The only element that’s missing is the living part, and D3 will set that right in time. And when that happens, it will turn into a 24-hour hotspot.

“I think we have already created something for a professional working at D3 to come back later in the evening and dine in,” said Mohammad Saeed Al Shehhi, CEO. “This is what Dubai is providing now — something more than mall experiences. Projects such as La Mer, City Walk …

“When we were putting the plans together, we wanted this place to be a full destination. The third phase of D3 will create that space.”

Source: Gulf News – Business Sector (http://bit.ly/2AwPFXH)

How retail will look in 2030 Automation, customisation and big data are some of the trends expected to change the retail industry and the way consumers shop in the future. CBRE’s The Future of Retail | 2030 takes a look at the retail landscape in 2030 by examining 40 “futurist” insights and perspectives on how the world of retail will look different in the future, fuelled by changes in people’s lifestyles, urban environments, retail operations, logistics and other trends impacting the industry.

“The future of retail is going to change more than we could ever imagine,” says Andrew Phipps, head of UK and Europe, Middle East

46. RETAIL PEOPLE . FEB-MAR 2018

“Omniyat has separated itself from the competition by focusing on unique projects that resonate with discerning investors and by collaborating with like-minded partners,” said Mahdi Amjad, Chairman and CEO of Omniyat.

Source: Gulf News – Busines Sector (http://bit.ly/2kLXgXm)

Minor Hotels to Manage New Property in Oman Thailand's Minor Hotels has signed a management agreement with Safari International Group for a new Avani hotel to be developed in Muscat, the Oman capital.

Scheduled to open in 2020, the 250-key Avani Muscat Hotel will be located in Seeb to the west of the city, 15 minutes’ drive from Muscat International Airport. Seeb is a prime residential area in Muscat and a key area for future development as the city grows westwards. The Avani hotel will be connected via a sky bridge to the upcoming Al Araimi Boulevard Mall, which is currently being developed and is scheduled to open in 2018 with over 250 retail and dining outlets, a medical centre and a 10-screen cinema complex.

Source: Trade Arabia – News (http://bit.ly/2oP39Z1)

Mega-malls boost GCC retail market to $300bn Mega-malls are boosting the GCC's retail market to nearly $300 billion by 2018, driving investment in aluminium ceilings to enhance the customer experience, mall safety and sustainability, industry experts said.

Thanks to new mega-malls from Mall of the World in Dubai, to Al Maryah Central in Abu Dhabi and Mall of Saudi in Riyadh, and mega-events like Expo 2020 Dubai driving tourism growth, the GCC's retail market is set to grow by 15 per cent from $253 billion in 2016 to $290 billion by 2018, according to a recent Ardent Advisory report.

“GCC mall customers want a more comfortable shopping experience – with relaxing lighting and less noise interference. In response to customer demands, GCC retailers are investing in highperformance and light aluminium ceilings, which can provide an enhanced shopping experience, and increase customer dwell time and revenue,” said Frans van de Laak, General Manager at Hunter Douglas Middle East, a global architecture and design consultancy.

Source: Tradearabia.com/News (http://bit.ly/2DeVbLY)

15-19

April 2018 Kempinski Hotel Mall of the Emirates Dubai, UAE

To register, contact the MECSC office at t: +971 4 359 7909 e: lea@mecsc.org 178x115 HPage RPM JTR 2018.indd 1

ICSC JOHN T. RIORDAN SCHOOL FOR RETAIL REAL ESTATE PROFESSIONALS 1/10/18 1:19 PM

RECON RIYADH

2018 For further information: visit www.mecsc.org To register: contact register@mecsc.org or call +971 (0)4 359 7909

IN FOCUS

Unique Services for an Exciting Industry , Shopping Mall Advisory Group, the Retail Real Estate Development Leasing and Management Consultancy firm, and SIDCOM a visionary Lebanese Developer, organized a media briefing session introducing Centerfalls and highlighting the key attractions which are set to redefine the concept of designer outlet shopping in the Region.

Located at the heart of Metn on a hill with spectacular views over the Bays of Jounieh, Dbayeh and Beirut, Centerfalls with 20,000sqm in GLA will open in Autumn 2018 and is projected to become a first world-class integrated shopping, leisure and tourism destination in Lebanon. Centerfalls will host an exceptional mix of the highest quality of off-price luxury retail, a distinctive collection of restaurants and eateries along with dedicated areas for family entertainment, supermarket and personal services.

“Centerfalls will be a remarkable addition that compliments the retail offer from both economic and touristic perspectives. This designer outlet mall has all the elements to be one of a kind, from the concept to the location, the architecture and the attractions,” said Rony Aoun, CEO of SMAG. “We are delighted to deploy our regional expertise in developing, leasing and managing malls to accomplish this achievement. It is undoubtedly, a great name in our portfolio and will be another success story”.

Centerfalls will offer its visitors an unparalleled retreat similar to a luxurious holiday, rather than a simple shopping experience. The mall will host a Piazza, a Skyvill, an exquisite rooftop with restaurants for the entire family, a dedicated 1,500sqm area designed for Toddler Club & Family Entertainment.

48. RETAIL PEOPLE . FEB-MAR 2018

Centerfalls will become the new landmark and commercial pulse for the Metn which is one of the most sought-after areas on the outskirts of Beirut. The primary catchment area gathers 750,000 inhabitants, while the wider Beirut metropolitan covers over 2 million. Centerfalls is in close proximity to the capital, only a 20-minute drive from Beirut Downtown.

, Shopping Mall Advisory Group, is proud to consult for the Development and Leasing of K Galleria, Your Boutique Mall Experience.

• With its innovative and inspiring architecture, K Galleria will bring together world-class luxury brands with fascinating new entertainment concepts and signature restaurants, spread across 30,000sqm of built-up area.

• K Galleria will become Kaslik´s ultimate lifestyle destination.

• The mall´s groundbreaking architecture and design will change the city´s skyline!

• With a firm commitment towards the environment, K Galleria is expecting a LEED Gold certification and will be one of the greenest buildings in the country.

• K Galleria is a multi-award winning project, taking Mall design to a whole new level.

• We’re strategically located in the heart of Kaslik, one of the most famous shopping streets in Lebanon.

• K Galleria’s adjacency to many universities, companies, banks and hotels makes it one of the most prime retail sites in Kesserwen. We are also located a mere 100 meters from the entrance of the upcoming Jounieh Touristic Port, expected to attract some of the biggest leisure cruise ships in the world.

• K Galleria will showcase the magnetic power of the world’s most famous brands, elevating the region’s luxury shopping to new levels and creating a fantastic global shopping experience.

• Beyond a conventional dining experience, you can expect a timeless “night out in town”.

• K Galleria will have over eight dining choices to cater for an ever demanding clientele.

• The VIP Cinemas offer a truly unparalleled movie experience indulging yourself in the most luxurious recliner seats.

• Presenting a fashion like approach, K Galleria will change your perception of a supermarket experience.

• Overlooking one of the most beautiful bays in the world, the rooftop has been designed to keep you engaged with the iconic street, while enjoying the breathtaking view.

"Nothing is more inspiring than to watch a business flourish from being just an abstract idea, to a concrete vision with a successful model as its backbone."

RONY AOUN, CEO SMAG

CSM

SMAG belief in optimized servicing has evolved to a passion that fuels our business endeavors.

Qubic Center, Sin El-Fil, Lebanon T: +961 1 49 40 49 / +961 71 49 40 49 E: smag@smagmena.com www.smagmena.com

SMAG is proud to be a Lebanese Consulting Firm with Regional Exposure nourished by International Expertise, a team that works hard in silence and let success make the noise...

FEB-MAR 2018 . RETAIL PEOPLE .49

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FEATURE

How to Prepare for your Certified Leasing Specialist (CLS) Exam?

Y

ou have been working in the retail real estate industry for years, engaged with retailers and closed substantial deals, proven yourself as a competent performer, then why certify?

It is simple; the CLS certification sets you apart from the crowd. It is also a testimonial of the experience, knowledge, credibility and skills you have gained over the years, essentially required to perform the role of leasing specialist in the retail real estate industry.

Even though this article is about how I prepared for the CLS exam, it can be applied for other ICSC certification exams as well. I had followed a similar methodology for my CSM certification exam too, except for the variations in the publications used.

NISHATH ABBAS, CSM, CLS DGM – Operations Oasis Malls (Landmark Group) Nishath heads the Operations Department of Oasis Malls (Division of Landmark Group) which currently operates seven malls across GCC with five more under construction, set to open in 2018-19.

He has seventeen years of work experience including eleven years of managing Shopping Malls in GCC. Nishath holds the professional designations of Certified Shopping Center Manager (CSM) and Certified Leasing Specialist (CLS) from International Council of Shopping Centers (ICSC).

52. RETAIL PEOPLE . FEB-MAR 2018

FEATURE

Once the registration is done and exam dates are set, the ICSC website is your one-stop shop for all relevant information. Browse through and gather required information regarding various study aids helpful for the exam and articles on related topics.

The most important area during preparation is the various knowledge domains of the CLS exam. This is provided in the exam specifications outline. There are 9 main domains, of varying weightage with subdivisions. The weightage helps you to identify core areas of the exam and where you should focus.

As any exam demands preparation, I would suggest the following: • Self-study: I utilized the below ICSC publications, to prepare for the exam.

various domains like Legal, Finance, Operations etc. The best people to help you are your colleagues from the domain, as they are the subject experts. Take their help.

Finally, once you are done with your preparation I would strongly suggest you take an online practice test. These practice tests consist of 15 questions, weighted by content area, and include items that have appeared on previous examinations.

The duration of the CLS exam is three and half hours, with multiple choice questions. Wrong answers do not carry negative marks, so I would highly suggest attempting all the questions.

All the best, get cracking. The CLS designation is surely within your reach with the right preparation.

Shopping Center Leasing Leasing for Non-Leasing Professionals Brief Notes: Shopping Center Management •

John T. Riordan School for Retail Real Estate Professionals: MECSC annually conducts Professional Development Course (Levels 1 & 2), a 5-day program leading to an ICSC Certificate. The program discipline include Management, Marketing and Leasing taught by prominent shopping center industry experts from the USA, Europe and the Middle East

•

Ask your Colleagues: You might be a Leasing specialist but for the certification exam, you would need to demonstrate your knowledge on

FEB-MAR 2018 . RETAIL PEOPLE .53

MECSC MEMBER’S SEGMENT

Look who’s joined MECSC!!!

Australia David Wee

Bahrain Praveen C.Y. Maria Charles John Chinnaiyan Nada Al Alawi Fatima Al Abbasi Younes Skaini

Lebanon Malak Mucharrafieh

Netherlands Martijn Reef

Oman Yaqoob Al Farsi

Abhishek Shrivastava

Salim Al Araimi

Kirsty Anne Leask

Avik Kumar Ghosh Samier Khan

Australia Martin Holschner

Egypt Heba Fayed Henwa Naguib Yasmin Mahmoud Mohamed Elaish

Al Yaqdhan Al Adawi

Taha Alsaggaf Khalil El Arab Makarem S Batterjee Salem Mubarak Almarshad Saqar AlMohaisen Khalid Alsomily Majed Ibrahim S Alheji Almohanad Farooq M Alzooaabe Hassan Alkharfan Alaa Safi Fahad Al Otaibi Ghassan Abu Mutier Sheikh Zulfakhar Bin Sheikh

Majid Al Burtamani

Amjad Jaber

Mohommad Adil Shareef

Mubarak Al Enazi

Pakistan Faizan Abbas

Qatar

Mohammed Al Rubaish Fahad Daif Allah Aiharbi Khalid Hamad Al Wutayd Muath Saad Abdullah AlGhamd Saleh Mohammed AlMasri

Mohamed Hamouda

Leah Lenihan

Heidi Salama

Turki Hamad BinShehaween

Michael Moles

Sarah Hamdy

Omar Mutahar Omar Alamoodi

Maha Ibrahim

Yousef AlHamdani

Asrif Sukarno

Ayman Al Burti

Nadia Ezz Noha Al Shamoby Khalid Abdel hamid Mohamed El Sharkawy

France Benoit Faucherand

Italy Luca Giannelli

Kuwait

Russia

Mohammad Nour Al Kurdi

Roman Skorokhodov

Anton Prinsloo

Alexey Knyazev

Abdulaziz Alfaleh Sultan Al-Obaida

Saudi Arabia

Abdul Rahman Al Juwaied

Kamran Sufi

Nabhan Omar Al-Nabhani

Badr Bayoumi

Musa Barrieh

Yasser Alkaltham

Faisal Alferdos

Omar Ali Bin Bishr

Will Odwarks

Bandar Ahmed Shabib

Georgy John

Saeed Shaya

54. RETAIL PEOPLE . FEB-MAR 2018

Almotasim Elhosiny

Singapore Anupam Yog

MECSC MEMBER’S SEGMENT

Spain David Medina De Andres Alvaro Reina Diaz

United Arab Emirates Boubakar Rahmani Jean-Herve Bouyer Sofiene Bennour Sainik Kumar

Sam Ewing

Faizal Chettikundu Mukood

Lima Darwich

Barry Schuin

Robert Welanetz

Shahid Imran

Svitlana Pryymak

Anoop Gopal

Adam Pemberton

Carmen G. Al Chear Pierre Semaan

Ashok Ramasamy

Farah Ismail

Alesia Troshko

Hanan Abdallah Al Jasmi

Ellie Corbett

Asma Ahmed Salim Busamnoh

Mohsen Zaher

Abdelaziz Fikri

Rashed Al Shamsi

Saurabh Gurjar

Ayman Sartawi

Nesrine Baccar

Khalil Hussain Al Masri

Pronob Kumar Kerr

Genevieve Colaco

George Kasparis

Ozge Ulku

Shavak Srivastava,

Hadi Shehata

Mahmoud Al Tamimi

Davide Padoa

Melissa Wingfield

Nina Hulusic

Phil Atkinson

Steven Cleaver

Marwa Ritibi

Hugo Ross

Timothy Earnest

Adrian Colin Lee

Vanessa Hinton

Fadwa Eraky

Kapil Nirmal

Julie Boyd

Nabil Nassar John Joseph Eisa Adam Ibrahim Baiju Kurieash Pappachan Saiju KP Zeynep Sarsar Imane Ouaissa Mahmoud Hafiz Manuel Gallo Ashish Shukla Geoff Spear Jeffery Harold Rossely Naji Haddad

Faisal Shabanali

United Kingdom Jon Grant SCMD

Luca Cappuccitti

United States of America Ahrar Naqvi

Here’s how your 200 USD can help in your career: • Get a full access to an online directory with over 1,000 members in the Middle East and North Africa with 800+ Shopping Centres, 2,000+ Retailers and 700+ Service Providers • Be ahead of everyone by taking advantage of the discounted fee on our Educational Programmes in preparation for your ICSC Global Certifications • Expand your professional network by attending the NEXTGEN Networking Events happening in various countries across the region all throughout the year • How about some free advertisements? Promote your projects, businesses, advertisements on MECSC’s social media platforms (Facebook, LinkedIn & Twitter) and MECSC monthly newsletters • Master your writing skills with a free write up about your company in our quarterly magazine, Retail People Magazine (**subject to the article slot availability and theme for the quarter)

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JOIN MECSC NOW!

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Contact JC Gayoma: +971 56 477 6536 You will always be delighted when you see your career takes off

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FEB-MAR 2018 . RETAIL PEOPLE .55

REGIONAL REPRESENTATIVE'S CORNER

MECSC Board Member’s Corner An Engineer combining the passion useful creative techniques with 17+ years experience in wide range of the spectrum of fields starting from operations & maintenance, IT, customer support, facility & malls management along with real estate experience. Currently, the deputy CEO in Al Mahmal Development Co. Ltd., appointed as the regional representative for the Middle East Council of Shopping Centers MECSC, also a member of the Shopping Centres committee in Jeddah Chamber, Saudi Arabia.

Engr. WAIL BALKHAIR, Deputy CEO, Al Mahmal Development Co. (Ltd.)

Regenerative Development: Saving Earth When we think about the word “development” we usually related it to enhancing things, but we often overlook the fact that everything comes at a cost. Talking about our field in the shopping malls industry in particular, when we develop a mall some of the cost of development is taken from the environment; as with any other land development, there are always associated emissions, waste, noise, traffic and other environmental effects.

With the many environmental hazards surrounding our planet, we all agree that saving it for us and for the generations to come is a human obligation and survival instinct, but is it done in the right way? Is it done sufficiently? Are we all contributing?

Land development efforts worldwide went through different phases starting with the traditional way of developing lands which were “not caring about the environment”, to the current Sustainability approach “not to harm the environment”, and

finally to the new concept of Regenerative approach “giving back to the environment”.

Regenerative Development concept started in the mid 90’s, and one of its many definitions is that it is a radical change to return energy back to the source. For instance, renewable power sources; if solar power is used in your building, share it with neighboring communities that need electricity. Similarly, waste management could be used to help the community around you. So basically, not harming the environment isn’t enough, think about making it even better.

One question might arise, what can we do to help? I believe all it takes is a mindset shift. Whether it’s an old, current or new development, rethink your tenant mix, facilities, equipment, parking, events, services and even staff. These elements are not to serve your mall only. Share your resources to serve the surrounding community… share to serve Earth.

Samar Akkou is heavily involved in the retail real estate industry for the past nine years as an active member of Super-Regional/Regional Shopping Centre’s Leasing and Brand Committees. Samar is a CSM and CLS holder, being the first lady in the Middle East to achieve the “CSM” Designation. She is a dynamic member of MECSC/ICSC and an active participant in its local and international chapters and committees. Finally, she is a contributor to “Retail People Magazine” with seven published articles to date.

SAMAR AKKOU, CSM, CLS, Leasing Manager, CITYMALL

Passion Drive Passion Passion Passion – The key to performing and standing out in the ever-changing and dynamic industry of Retail Real Estate! Just like when developing a Mall, the keyword is Location Location Location.

Our fast-paced Industry is constantly evolving and passion enables you to keep up with such an Industry. During the past few years, the retail real estate sector was bombarded by several retail advancements such as e-presence, omnichannel, placemaking, and others which seemed as challenges. However, our Industry professionals and experts’ passion has made them opportunities for growth and evolvement rather than barriers and hick-ups for the death of the industry.

Coupled with the innate trait of innovation, passion allows you to be creative and adopt out of the box thinking in a crazy Industry. Passion gives you the grit to keep trying in times of crisis

56. RETAIL PEOPLE . FEB-MAR 2018

and economic downturns that we have seen a lot from the past few years.

Passion gives you the energy and spirit to stay relevant and up-to-date through constant research and readings, educational developments (certifications), attending conferences and events, networking and contributing positively to your Malls and Industry in general.

Our Industry is driven by a combination of Science and Art, and Art is derived from passion. It is not enough for logic and financial models to prove the feasibility of a Mall and develop one; Art and Passion are needed to go the extra mile after for its operational success and competitive edge.

I do not believe in just luck; there is no coincidence. And at the same time, there is no secret recipe for success. There is hard work and effort – there is Passion!

Mall of Qatar has so much to see and even more to offer. Guests will be dazzled by the exhilarating entertainment and the 500-varied retail and delicious culinary options.

There’s something for everyone.

mallofqatar.com.qa

C EOANTTUERNETDS M E M B E R F

One-on-One With ...

What is your job profile? Tell us a bit what inspires you in your work.

My job profile is to develop the marketing and communications plan for the shopping malls of Line Investments & Properties which I oversee. I also execute campaigns that will enhance the customers shopping experience and support the retailers’ sales turnover.

What inspires me most at work is the contribution of the team to deliver outstanding campaigns, I always show them the outcome of their collected efforts, to acknowledge their hard work which makes a difference in every campaign.

How long have you been in the MENA Region? What is your advice on finding success in the retail sector?

NAME

Nisrine Hajj Ali NICK NAME

Nisrine NATIONALITY

Lebanese PLACE OF BIRTH

Beirut – Lebanon JOB TITLE

Marketing Manager – Dubai, N. Emirates COMPANY

Line Investments & Property L.L.C. HOBBIES

Sports, Yoga, Traveling, Music, Cooking & Learning about other cultures FAVOURITE QUOTE

"You will never find a rainbow if you are looking down"

58. RETAIL PEOPLE . FEB-MAR 2018

I moved to the UAE from Lebanon in 2005, more than a decade that gave me the opportunity to grow professionally and learn the best practices in the work environment with a wide exposure to the retail and real estate industries. The key to finding success in every sector is to be excited about what we do, learn from others and gain the knowledge that will help us to achieve the results that we desire.

Tell us your experience being a member of MECSC. How does it benefit you?

Being a member of MECSC has introduced me to a wide network of contacts in the UAE and GCC to include retailers, service providers, and professional speakers in different events organised by MECSC. Being a member also kept me up-todate with the most recent retail trends and shopping mall news in the GCC and abroad.

What is something most people don’t know about you?

Fear of heights.

I love to travel and get away from the day-to-day life habits, experience other cultures, visit new places, try different food and meet new people. To feel energetic and more motivated every day, I make sure to exercise regularly during the week, as it helps me improve my overall being and keeps me going with good energy.

Energised for Tomorrow

Real Estate Runs on Yardi Drive retail value with cloud-based, integrated Software We understand exceptional commercial & retail property management. Maximise shopping centre revenue with connected retail management solutions. + 971-4-4322679 Yardi.com/ae