Presentation from Retail’s BIG Show, January 15-17, 2017. IAN JINDAL, Editor-in-Chief, InternetRetailing SOPHIE ROSS, Group Head of Multichannel,Hammerson ERIKA SEROW, President and U.S. CEO, Sweaty Betty

1. Move Over, Globalization:
Community Retail Has Arrived
IAN JINDAL, Editor-in-Chief, InternetRetailing
SOPHIE ROSS, Group Head of Multichannel,Hammerson
ERIKA SEROW, President and U.S. CEO, Sweaty Betty

3. From London with love, since 1998

4. Beyond fitness

5. Ambitious growth goals
Stores
Web
Retail locations Channel mix
RE UK
US

6. Brands are global.
Retail is local.

7. Market (vs shop) orientation

8. Community marketing does not scale

9. (Neither do relationships)
Community team Store managers Customer care
Bethany TerilynLots

10. Lessons learned in community retailing
Adapt to market conditions
Coordinate with brand campaigns
Find the local influencers
Instill a front-line mentality

11. A presentation by A presentation to
Move Over,
Globalization:
Community Retail
Has Arrived
Sophie Ross – Group Head of
Multichannel
The Big Show
15 January 2017

12. 12
(1) As at 30 June 2016, including Irish loan portfolio and VIA Outlets acquired
Portfolio overview (1)
Hammerson invests in prime retail assets throughout Europe
UK
shopping
centres
34%
France
shopping
centres
21%
UK retail
parks
14%
Premium
Outlets
17%
Ireland retail
8%
Gross Asset Value £9.8bn
UK shopping centres £3.3bn
France £2.1bn
Premium Outlets £1.6bn
UK Retail Parks £1.4bn
Ireland retail £0.8bn
Other/ developments £0.6bn
Our assets (1)
Other/
developments
6%

13. Hammerson creates retail destinations
22 prime shopping centres UK & France
250 million visitors each year
£2bn annual sales
£260m passing rents
13
19 premium outlets
13 countries
Value Retail and VIA Outlets
17% GAV
Victoria, Leeds Elliott’s Field Shopping Park, Rugby Fashion Arena, Prague
18 retail parks
Selective focus on superior locations
Over 500,000m2
£90m passing rents
Experience Convenience Luxury

14. Creating destinations where more happens for communities, shoppers & brands
We create desirability
Iconic
destinations
World class
architecture
Seamless technology
Heart of the
community
Best @ retail
Optimal retail mix
including new
concepts
Flexible stores
Shared resource
Convenient
& easy
Services that drive
footfall and support in
& out missions
Facilities
Grab & go food
Interactive
& engaging
Services that support
browse & dwell
missions
Customer service
Digital infrastructure
Entertaining
& exciting
Integrated leisure
Food & beverage
Arts & culture
Sustainability:
positive places
Optimal operational
performance
Responsive to local
needs
Resilient to changing
climates
14

15. Hammerson approach to marketing: customised mass production
• Economies of scale
• Share and implement best
practice
• Rationalised agencies
• Lower management costs
15
Mass production
• Engage shoppers locally
• Ensure relevance for the
market
• Differentiate from
competitors
Customised

16. Key trends in retail
16
PersonalisationExperience

17. Placemaking
17
Interactive aquarium – Les Trois Fontaines,
Cergy
Terrasses – Les Terrasses du Port, Marseille
Beacons – Highcross, LeicesterBull – Bullring, Birmingham

18. Fresh retail concepts
18
Link Street – Bullring, Birmingham

19. Focus on local events
19
Theatre event space – Italie Deux, Paris
Theatre & outdoor space – Dundrum, Dublin
Esplanade – Westquay, Southampton

20. Community initiatives
20
Pop up business school – Centrale, Croydon Community Garden – Silverburn, Glasgow

21. Exclusive offers and loyalty-based rewards personalised to our
shoppers
Location-based alerts sent to shoppers in centre using beacon
technology
RSVP to events and exclusive competitions
Interactive centre map, shop directory, and centre services
Enables us to collect data and understand how customers are
shopping our centres
21
The Plus app: Personal shopping companion

22. The Plus app: 2016 results are encouraging, informative and actionable
• Plus shoppers visit our
centres 14% more often
• Plus customers spend
16% longer in centre
• 78% of users register in
the app (vs industry norm
of under 50%)
• Almost half of registered
Plus users have redeemed
an offer
22

23. Key takeaways
Focus on centralised delivery to drive down costs and
deliver best practice consistently
BUT
Consumers are looking for experience and
personalisation
This cannot be mass produced
Experience needs to be tailored to the local community
and individuals to ensure continued relevance
23