A window to the future
proving more and more successful as frequency bringers and are also attractive and reliable tenants. Shopping centre operators know that customers who also take advantage of the gastronomy offering in a centre not only stay 27 minutes longer, but also spend an average of 18 per cent more per capita.
Exemplary and successfully introduced innovations from the Austrian retail landscape will shape the future of Brick & Mortar retail.
New retail concepts
Entertainment world:
The branch networks operated by the major chains, especially in textile, shoe and furniture segments, will continue to contract over the coming years, and even a substantial reduction in rents will be unable to slow this trend. On a positive note, a growing number of new, original retail concepts are entering the market. They normally require relatively small units and will therefore be unable to replace the decline in space attributable to the major players over the short-term, but these shops increase the value of the respective location and have a substantial potential for growth over the long-term.
As the first shopping centre in Austria, the SCS set new standards for entertainment with the redesign of the Multiplex terrac- es. The 2,000 sqm green oasis includes a grassy area, bar, playground and beach volleyball court as well as an indoor surfing facility.
New system gastronomy::
Digitalisation and symbiosis with online sales
International gastronomy operators like Domino’s pizza chain are expanding at a rapid pace in Austria and represent a steadily increasing share of the companies looking for space. This influential trend is impressively underscored by the slogan “food is the new fashion“.
Last but not least, shopping centre operators and shopping street managers are challenged to make extensive use of digitalisation – key word: mobile marketing. Intelligent systems that lead customers to complementary products for their latest purchases or special offers as well as the display of products solely on the salesperson’s iPad are only some of the possibilities which will influence Brick & Mortar retail in the future. Similar to following online shopping behaviour through clicks, smart tracking systems in shops can analyse the shopping behaviour of customers, even on a gender basis, nearly step- by-step. The resulting data can then be used to improve the shopping experience on an individual basis. Digital signage makes it possible to switch on advertising at the press of a button and adjust it to meet local requirements. Digitalisation will make Brick & Mortar retail marketing activities individually adaptable over the short-term. That will create opportunities to defeat the online competition with their own high-tech weapons.
Creative retail concepts
The major shoe chains are downsizing their branch networks and reducing space while, at the same time, innovative newcomers like the Berlin shoe manufac- turer Shoepassion recently entered the Austrian market.
High-tech solutions:
With local Bluetooth mini-senders (bea- cons), retailers can communicate with customers via smartphone directly in their shops. Retailers like Merkur and PAGRO have already installed beacons in selected branches and inform their customers indi- vidually about current sales or vouchers.
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