Optimizing Your Retail & Leisure Project’s Customer Experience

Optimizing YourCustomer's Experience

By Design!

Optimizing Your Customer's Experience - By Design 2

“Its All About The Whole Show!” Produce A Successful Mixed-Use Development by: Combining Powerful Complementary

Elements, using a significant Retail component,

With Potent Hospitality & Leisure Brands, Add an array of Interactive Technology… Mix carefully, then, Innovatively Market and Manage them!

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SCENE 1: Optimizing with Powerful Complementary Elements

Many synergies are available through physically associating Leisure & Hospitality elements with a significant Retail element.

Unique place making can thereby be created to develop customers’ strong association with a variety of positive attractions on offer, to generate repeat and consistent business for all of the project’s elements.

Dominance is the name of the game, second place is often way behind first!

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SCENE 2: Optimizing Your Project With Potent Brands Share brand strength among the integrated

project elements…let them all ”bask in the reflected glory” of their combined power.

As a result, develop a strong sense of place to which customers will be attracted to return.

But make sure to determine through inspired qualitative as well as quantitative research, the right combination and level of the brands you incorporate…target your audience.

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Potent Retail Brands

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Optimizing with a “Sense of Place”

Make sure your customer knows where they are

And that they are entertained with effects that can be changed to keep up with fast evolving trends

So when they think of Retail, Leisure & Hospitality, they only think of YOU!

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Dubai Mall-World’s Largest Fountain Dubai, UAE – 450,000 sq m

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Mall of the Emirates – Ski DubaiDubai, UAE - 210,000 sq m

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What About Small to Medium Sized Projects?

Are the same strategies feasible…are they scalable?

Are they affordable for smaller project sizes? Is a significant retail element essential to

their overall success? Can a project succeed with retail even in the

shadow of larger offers?

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Scalable?

The retail component can be modest in size with a critical mass of as little as 10,000 square metres of gross lettable area and still be successful.

The merchandise mix is crucial to its success and must be tailored to the market based on careful research as to content and scale.

The format can be developed outdoors as well as in a mall environment with creative use of innovative weather protection.

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Caesars Forum ShopsLas Vegas, USA - 40,000 sq m

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Palazzo Resort CasinoLas Vegas, USA - 12,000 sq m

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The Wynn ShoppesMacau, PRC – 12,000 sq m

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Affordable? Essential?

Dependant on local economics, a quality Retail element is often the one of the highest and best uses for a property…it can draw very high footfall and drive overall profitability.

It therefore can be a significant engine that drives plus business to the Leisure elements as well as to Hospitality and Residential, thereby serving as a centre piece of an optimized mixed use development. But quality doesn’t need to mean luxury…qualitative as well as quantitative research will help you to pick the right retail strategy.7/20/2010


SCENE 3: You Can Use Technology to Satisfy

Satisfaction versus Loyalty “There's still a yawning gap between the

percentage of people who say they're satisfied with a business and those who consider themselves "loyal" to that business — intent on maintaining the relationship and continuing it into the future. "Many companies have figured out how to deliver satisfaction, but they've not yet figured out how to earn loyalty anywhere near those levels.”

Jeff Marr, Group VP, Walker Information7/20/2010


But If You Use Technology Carefully and Wisely…You Will Gain Loyalty Also! Create satisfaction and loyalty! Bond with your customers… Use technology to:

Attract Engage Entertain Educate Retain

Verify that the technology infrastructure is sufficient for today's needs and future-proof for new trends

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3 – Embracing Technology

Networked video walls and displays Interactive visual elements Active technology loyalty “cards” Online social networks Mobile phone for way finding & payments Tracking customer habits Smart kiosks Fountains and robotics

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Interactive Video Walls

Attract, Engage, Entertain, Educate, and Retain in a single installation!

Interact by touch, motion sense, voice, mobile phone

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Optimizing Your Customer's Experience - By Design 197/20/2010


Pay by Mobile Phone

Referred to as “Blink Technology” Uses Near Field Communications (NFC) which

is next generation of RFID Average time to notice loss

of credit card is 2 days Average time to notice

loss of mobile phoneis 10 minutes!

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Active Technology Loyalty “Cards”

RFID tag on loyalty card can beeasily tracked and logged intoa database

RFID tags may also be placedon products

For special promotions, RFID tags on product labels can be “activated” by customers

via SMS text message to provide access for special

privileges

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Online Social Networks

Bringing the power of social online networks to retail outlet “word of mouth” marketing

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Smart Mobile Phones are Taking Over!

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Mobile phone for way finding

GPS is used to locate the mall and download a map

Inside the mall, all navigation is calculated on the device and a GPS signal is not required

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Detail Customer Tracking and Analysis Triangulates on customer's mobile

telephone unique RF signature using three antennas

No user registrationis required and personaldata is not accessed

Provides path analysisand time-based locationconcentration ratiosfor customers

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Smarter Kiosks

Link to web site for pre-journey experience Link to retailers for loyalty and up-to-date

information Individual-focused product and retailer data Download coupons, product data, and

shortest wayfinding path to mobile phone Larger and more

appealing visualscreen surface

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Dynamic Water and Lighting Environment User interactive Time of day triggers Product pictures

and vendor logos Full color text and

bit-mapped images

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SCENE 4: Optimizing with InnovativeMarketing and Management Use integrated cross marketing programmes

to intensify your project’s appeal both onsite and online

Connect all of the project elements with the same technology that will permit marketing innovations such as “Fantasy Weeks”, for premium fees.

Conduct ongoing qualitative and quantitative customer research and continuously invest in new technololgy content to remain in the lead.

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Optimizing with Science

But most importantly, use current techniques in Consumer Psychology…you have all the tools, but you must base their use on science.

Activate your technology with an intimate knowledge of your customer…not just their likely behaviour based on statistics, but rather, the means by which you can favourably influence it.

Motivate them by accessing their emotions…and promoting their affinity for your development.

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Finally…Take A Bow

Your Show is a Hit!!!

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Questions?

Please ask now… or later, feel free to call or email:

Phillip J. Richardson, CD, BA, SCSM

Managing Director, MENA Region & India

Mobile: +971 50 441 4650

Email: [email protected]

UAE: PO Box 36303, Suite 1110B, Al Sahel Towers, Abu Dhabi

UK: 78 York Street, London, W1H 1DP

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mailto:[email protected]


Thank you for your attention!

It’s been a pleasure!

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Documents

Optimizing Your Retail & Leisure Project’s Customer Experience