Desirable cities have great retail districts Kathrine Heiberg, CEO, Reteam Kestävät kaupunkiympäristöt seminaari 25.11.2014, Helsinki, Finlandia-talo

1. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
INTRODUCTION │ Short about reteam
Start
Founded in 2001 by Kathrine Heiberg and Lasse Brodén. reteam has worked with more than 70 retail destinations from 2.000 sqmto big project exceeding 100.000 sqmretail.
reteam cities
In 2008 a client asked if we could make a strategy for a village. We tried. It worked.
Just in 2014 we have developed strategies for
3 cities.
What we do
Based on our consumer understanding and retail experience we deliver competitive and sustainable solution for retail destinations.
Global
We work all over the world. Our head office is in Copenhagen, Denmark, and we have local offices in Canada, The Netherlands, Poland and Sweden.
Basic philosophy
We develop desirable retail destinations.
Research products
mind16®, replacemaking©, retail research©
1
reteam hq

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WHAT IS SUSTAINABILITY?
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3. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
WHAT IS SUSTAINABILITY?
3

4. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam 4

5. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
WHAT IS SUSTAINABILITY?
5

6. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
1.introduction
2.paradigmeshift
│ markets –department stores –shopping malls – city districts
│ needs –wants –why do we buy
│ internet
3.replacemaking │meeting moving market
4.Växjö-case │ zoning
│ retail offer
5.Jägersborggade │ what retail can do to criminals │ category mix when consumer decides
Sustainable urban environment
6

7. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
PARADIGME SHIFT │Markets
7
World
Nations
Regional
Global & Local
Society
Social Class
Social Group
Individualism
Technology
Low-tech
High-tech
Enhanced life
Consumption
Status
Lifestyle
Choice-fatigue
Mass
consumption
Marketing led
consumption
mind16
consumption
Departments store
Shopping mall
City districts

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This seminar: 45%
Oulu: 15%
Tapiola: 12%
This seminar: 12%
Oulu: 21%
Tapiola: 32%
This seminar: 4%
Oulu: 41%
Tapiola:33%
This seminar: 39%
Oulu: 23%
Tapiola: 22%

9. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
PARADIGME SHIFT │ Needs
Whatdo the 3 peopleneedto buy
with in the next12 months?
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10. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
PARADIGME SHIFT │Needs
10
Category
Mother
Needs
Daughter
Need
Grandson
Need
1. Accessories
No
No
No
2. Cosmetics/Care/ Hair
Yes
Yes
Yes
3. Electronics
No
No
No
4. Entertainment*
No
No
No
5. Fashion
No
No
Yes
6. Food
Yes
Yes
Yes
7. Food Service
No
No
No
8. Home
No
No
Yes
9. Jewelry / Watches
No
No
No
10. Lingerie
No
No
No
11. Media
Yes
Yes
Yes
12. Optic
No
No
No
13. Others
No
No
No
14. Service
Yes
Yes
No
15. Shoes
No
No
Yes
16. Sport
No
No
Yes
17. Children
No
Yes
Yes
Yes in total
4
5
8

11. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
PARADIGME SHIFT │ Wants
Will theybuyanyway?
Why?
11

12. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
PARADIGME SHIFT │ Why we buy
12
Indulging, rewarding, temptation, group pressure, bad conscience, news, sustainability, special occasion, seduction, inspiration, new insight, belonging

13. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
PARADIGME SHIFT │ Needs & wants
13
Category
Mother
Needs
Mother
Wants
Daughter
Needs
Daugther
Wants
Grandson
Needs
Grandson
Wants
1. Accessories
No
Yes
No
Yes
No
No
2. Cosmetics/Care/ Hair
Yes
Yes
Yes
Yes
Yes
No
3. Electronics
No
No
No
Yes
No
Yes
4. Entertainment*
No
Yes
No
Yes
No
Yes
6. Fashion
No
Yes
No
Yes
Yes
No
9. Food
Yes
Yes
Yes
Yes
Yes
Yes
10. Food Service
No
Yes
No
Yes
No
Yes
11. Home
No
Yes
No
Yes
Yes
No
12. Jewelry / Watches
No
Yes
No
Yes
No
No
13. Lingerie
No
Yes
No
Yes
No
No
14. Media
Yes
Yes
Yes
Yes
Yes
Yes
15. Optic
No
Yes
No
Yes
No
No
16. Others
No
No
No
No
No
No
17. Service
Yes
Yes
Yes
Yes
No
No
18. Shoes
No
Yes
No
Yes
Yes
No
19. Sport
No
Yes
No
Yes
Yes
Yes
20. Children
No
Yes
Yes
Yes
Yes
Yes
Yes total
4
15
5
16
8
7

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PARADIGME SHIFT │ Internet
14

15. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
1.introduction
2.paradigmeshift
│ markets –department stores –shopping malls – city districts
│ needs –wants –why do we buy
│ internet
3.replacemaking │meeting moving market
4.Växjö-case │ zoning
│ retail offer
5.Jägersborggade │ what retail can do to criminals │ category mix when consumer decides
Sustainable urban environment
15

16. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
REPLACEMAKING®│ Model description
Why are people here?
There are three reasons for people to be at a public space, meeting, moving or market.
Meeting covers all kind of social activity. It can be a restaurant, but it can also be a meeting spot. You can be out to meet a friend or hope to make contact with people you don’t know yet. Or you use the space as your third place, a place with no obligations or people who tell you what you should do (home and work being first and second place).
Moving is when you are at a location on the way to some other place. Your first priority is to pass the place as easy as possible.
Market is when you are in a place because you want to shop.
Each combination of reasons to be at a marketplace ask for individual solutions with regard to store mix, master planning and design.
16
Moving?
Meeting?
Market?

17. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
REPLACEMAKING®│ Model description
Meeting: In Copenhagen, Café Norden, Café Europa and the fountain Storkespringvandetis the place to see and be seen. While eating lunch at the café or waiting for your friends by the fountain, you are at the same time exposed to inviting stores teasing you to go inside and spend time and money.
Moving: Thousands of people are rushing through Milano Central station every day. Many small units are offering easy and fast solutions (coffee to go, dry cleaning to pick up after work etc) for peoples needs.
Market: Saks Fifth Avenue, New York. When you see the building, you just knowthat this is a place for shopping.
17
meeting
market
moving

18. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
1.introduction
2.paradigmeshift
│ markets –department stores –shopping malls – city districts
│ needs –wants –why do we buy
│ internet
3.replacemaking │meeting moving market
4.Växjö-case │ zoning
│ retail offer
5.Jägersborggade │ what retail can do to criminals │ category mix when consumer decides
Sustainable urban environment
18

19. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
REPLACEMAKING® |Konklusion
Moving:
VäxjöC has three major Moving-street: Kungsgatan, NorraJärnvägsgatanand Norrgatan.
Market:
Three market areas: Storgatanwith two shopping galleries; Klostergatanand Bäckgatan. There is no reason to enlarge the market are.
Meeting:
The city has limited public meeting public destinations. There is a possibility to create a square at the pedestrian street. 19
Meeting
Moving
Market

20. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
REPLACEMAKING® |Meeting
23% of all interviewed in the city was there to meet somebody, out for a walk etc.
It is important for a city district to have a strong social destination to meet, look at others and be seen with no further obligation.
This location has all the prerequisite to become a meeting destination. It is easy to create the sense of a square, there is a huge tree, there is already one café, the pedestrian street on the right side (out of the picture) and 2 min walk to the theatre and other cultural institutions. 20

21. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
1.introduction
2.paradigmeshift
│ markets –department stores –shopping malls – city districts
│ needs –wants –why do we buy
│ internet
3.replacemaking │meeting moving market
4.Växjö-case │ zoning
│ retail offer
5.Jägersborggade │ what retail can do to criminals │ category mix when consumer decides
Sustainable urban environment
21

22. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
JÆRGERSBORGGADE

23. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

24. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

25. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

26. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

27. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
Category
% split pr. category
Jægersborggade
Frölunda Torg
Södra Helsingborg
1. Accessories
0
3
1
2. Cosmetics/Care/ Hair
15
12
21
3. Electronics
0
5
4
4. Entertainment*
2
1
4
6. Fashion
17
27
6
9. Food
7
5
8
10. Food Service
34
9
16
11. Home
15
10
7
12. Jewelry / Watches
5
3
4
13. Lingerie
0
3
0
14. Media
5
3
4
15. Optic
0
2
2
16. Others
0
2
1
17. Service
0
6
13
18. Shoes
2
5
1
19. Sport
0
2
1
20. Children
0
1
1

28. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

29. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

30. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam

31. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
SUSTAINABLE CITIES ARE
RESPECTING AND DEVELOPING ACCORDING TO
HUMAN SCALE
HUMAN NEEDS
HUMAN WANTS

32. © reteam group.com | creating desirable retail destinations | research, analysis, operational strategy, design, operational branding marketing, leasing, operational pop up administration || mind16.com® by reteam
Introducing
Contact CEO Kathrine Heiberg
Mobile +45 2991 5089
Office +45 3262 6202 kh@reteamgroup.com
reteam group head office
ØrestadsBoulevard 55 6th fl.
DK-2300 Copenhagen S │ Denmarkwww.reteamgroup.com