IS TIME TO GET BACK THE CLIENTS IN YOUR SHOPPING MALL.

Today clients are more sophisticated, Millions are travelling, becoming curious, are introduced to new way of shopping, new concepts, more

service, understandable prices : A new shopping philosophy.

Lets look at some principles and rules lost along the way and new ones

This project is based on my 30 years experience in fashion and marketing in 5 continents.

LandlordShopping

Mall

The Brands mix

The all around service

The events

Duties of the

Shopping Mall

Duty of the brands

PR, Promotion and ADV

3

Brand Mix

Must give variety, excitement and

reliability

Must give quality, variety,

excitement, reliability,

exclusivity…..

The multi brands shop concept can

help in fashion and accessories

F&BMust be of the same level as all the other

product in the Mall

EntertainmentMust take care of the clients habit and needs, the

family (with kids)

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The Brand Mix should reflect the today expectations of the local and international clients .Must go towards a more realistic division of the surface where different kind of shops are in a primary location too. A well balanced mix between new and existing Brands

Create for each Brand a story and a space that give the feeling of exclusivity, handicraft and of some thing new that he must have.

Introduce multi brands walking through areas.

F&B must be Quality without compromise from Ingredients to service in a great variety.

If on line shopping is damaging your business , then try to analyze and see if a 360 Services is the right answer.

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The service (the

concierge and more)

To be professional

and personalized

To establish a very

professional relationship with clients and tenants.

To work for the Shopping

Mall

To suggest and follow the

schedule with the client

To assist with the booking in the Mall, in HK

and around

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This Center will build up the Image of the Mall, make it attractive and successful . The Landlord with his team must get organized and promote the Shopping Mall as the New active center.

“I shop in your Mall because they know me and I get a personalized service”

The Concierge people work in tight collaboration with the Brands, blending the needs of both.

They will give a personalized advice and assistance in within the Brands but also advice on hotels, restaurants, clubs and others attractions in the city.

They will look that the offers, the quality and the prices are in line.

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The events

3 or 4 main events per

year

Each event will have

more smaller events

Some events can be in

junction with others even outside HK

Presentation of new

brands for 3 months

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The main purpose is to create awareness and loyalty to the Mall inside and outside the city.

Inside of a major event several smaller events can be done.I.E.: Major event is a country:Small events : foods artisans, fashion, culture, tourism….

There are 1.00ds of Brands that are too small to open up a shops but are happy to participate for 3 months to an event inside the Mall (pop up shop or inside a multi brand shop)

Cultural or touristic or specific events outside he Mall.

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• Brands: – Give to the shopping mall the necessary information's– Train the staff to be friendly and professional with all.

• The client is a friend and not an enemy.– Participate physically and with a contribution to the shopping mall for events and PR, ADV

and Promotions– Have realistic mark up

• Shopping Mall– To build up the right brands mix in all area.– To build up a line to follow when shopping.– To organize a professional team for the concierge service.– To build up the name of the Shopping Mall as the symbol of Innovation, quality, service in

a optimal relationship with the price. I go to this shopping mall because I trust them, they know me, they give me the advice and service I like….

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• PR– Done by the Concierge team or outside PR.

• With the Media of the target countries based on editorials and/or special trips organized for their reader ( if press) or members (if Clubs) and or clients (if on line)

• Promotion– Can be useful if done together with Media during an event in the

target country because put you in direct contact with your future clients.

• ADV– To be very attentive because generally it doesn’t bring back results

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THANK YOU

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