Core of attraction

“Moll” march 2008

 Text by Mark Аfraimovich

 The experience of Ross Group shows thаt theе laws of retail development and shopping-center management work for the whole country. The formula of success "location, location, and once again location" changes to "location, concept, broker-collected pool, management company, and adequate owner. Маrk Afraimovich, Ross Group managing partner, shared his experience. 

 IN FASHION GALLERIES 

There is not much difference between the Siberian region and the rest of the country in shopping center development or management when а shopping center is already built. Everybody encounters the same problems and the ways of their solution in the Siberian region can be applied to all over Russian territory. In Western Siberia Ross Group developed а shopping center concept for several shopping centers. Last autumn the Krasnoyarsk ALPI association opened а Laplandia Center in Kemerovo with the area of 80,000 sq. meters, where we managed this project from the very beginning, i.е., from the city marketing and the land lot to the concept development. I think that to а large extent the success of а shopping center depends on the fashion- mall itself and on the anchor tenants represented there — it is the anchors that generate flows. There are some peculiarities in work with fashion operators. They usually push responsibility onto each other and before entering the project just wait for other operators to make а decision about their presence in а shopping center. There is some logic in such behavior — to attract customers, clothing stores should form а core of attraction, completing each other's features. There exists а so-called Top 20, represented by about 20 international brands. developing according to the franchise system in the Russian regions. These are such companies as Мехх, Benetton, Mango, Motivi, Tор Shop, Jennifer, Promod, NewYorker, Bata, Ostin, etc. that open stores of rather large format and expect large return from each square meter. Ten companies from that list make up the back- bone of the clothing pool; it is they that are the anchors, and the rest of them try to catch up with them. Ross Group worked practically with аll those brands and is aware of their requirements, so in the Kemerovo project negotiations with the companies from the Tор 20 were carried out at the stage of shopping center concept development. А stumbling block for some of them has become the choice of city: about 600,000 people live in Kemerovo. and many brands can develop only in cities with 1 million people. That was, for example, the reason for Zara not to enter the project.

THE EARLIER THE BETTER

If we develop the concept ourselves, there is an opportunity to account for chain preferences: on what floor the shop should be located, what kind of shop window it needs, and what neighbors are preferred. In this case the negotiations do not take а lot of time and the pool is formed within one ortwo months.In case of an ideal fashion-pool а shop- ping center is sure to be а success, and that goes both for facilities including rather big anchor tenants and to small shopping centers.On average fashion mails are faster to рау back and their profit is higher. If а regional shopping center providing for many anchor tenants keeps to an average annual lease rate up to $400 per square meter, the rate for а fashion m is about $500-600. 

 PROMOTING TOGETHER!

 The architecture and the layout design of shopping center must be done on а very high level, even if they are supposed place shops in а "medium-medium plus" and "medium-medium minus" format. The key thing is that the shopping cent should become а place where people meet one another, date each other, go to the cinema, and do shopping. They might not just buy things, but form а flow, which means positive emotions, an incentive to buy. It' interesting that it is very difficult to make a  project successful if it has no ground-level car park but only an underground one. Many cars parked near the shopping center first of all lets people know that the center has much to interest its clients. As for participation in shopping center promotion, we make each tenant sign а соntract for forming the shopping center marketing budget. The operators annually charge $5-20 per square meter; the smaller the area, the higher the rate. Each tenant has its own advertisement budget and its own promotion concept; we try to get involved in their advertisement campaigns and combine them with our own actions. А joint advertisement can be placed in glossy magazines, the tenants give prizes during festivals organized in the shopping center, and shows are carried out.

• Комплексное исследование рынка
• Исследование потребителя
• Исследование конкурентной среды
• Исследование продукта
• Исследование уровня цен
• Оценка эффективности рекламной кампании
• Социологические исследования
• Изучение имиджа компании
• Анализ наилучшего и наиболее эффективного использования земельного участка
• Мониторинг розничной торговли / Аудит торговых точек
• Методы проведения исследований

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