Creating added value and competitive differentiation - presentation for 2011 ICSC Bulgaria Retail Real Estate Conference

1. ICSC Bulgarian Retail Real Estate
Conference
Tuesday, 10 May 2011
Grand Hotel Sofia, Sofia, Bulgaria

2. Centre Brand Strategy:
Creating Added Value & Competitive Differentiation
Clive Woodger
SCG London

3. Agenda
Creating Added Value …
 Who we are
 Branding Strategy
 Asset Management
 Marketing & Branding
 Social Media Challenge
 Case Studies:
 Kaleidoscope, Moscow

4. SCG London - Strategic Consulting Group
Who we are
International Strategic branding and
design consultancy.
We work in the retail, financial, real
estate sectors delivering best value …
by creating

5. Our Clients

6. Our Clients – Retailers

7. Our Clients - Banks

8. Our Clients - Business Centres

9. Our Clients - City Developments

10. Our Clients - Shopping Centres

11. Brand Strategy
Competitive Differentiation
Branding Differentiated image and reputation
development
Define  Vision
Brand Strategy organisation  Values
management  Ethos
principles and  Attributes
aims  Behaviour
Create a positive  Place
Brand Platforms consistent brand  Physical
experience  Digital
 Communication
 People
 Processes
 Products

12. Brand Strategy
Vision … Values … Attributes
Create commercially attractive and inspirational vision
and aims.
Define positive differentiated values and attributes –
team ethos.
Achieve effective engagement of management,
employees, tenants, users, stakeholders …
Understand and manage external audiences and
expectations – communities of interest, politicians, the
media, vested interests …
Integrate latest ethical, environmental and sustainability
practices and policies.

13. Centre Audiences
customers statutory
visitors Multi-faceted Brand tenants
management Destination politicians
Organisation
staff Service investors
Retail
Financial
partners the media
Workplace
the community Interest groups

14. Business & Consumer Brand
Business Brand Destination Brand
the management „the consumer‟
- subsidiaries - architects
- partnerships - marketers
- alliances - centre management
- consultants/agents owners - staff
developers
„Business mix‟ investors „Tenant mix‟
managers
Business Audiences tenants
Consumer Audiences
- intranet / LinkedIn - internet / facebook
- tenants - shoppers / visitors
- employees - local community
- partners - staff
- suppliers
Issues: consistent values…credibility…relevance
Internal / External Centre Communication Strategy Challenge

15. Design & Communications
Architecture … Interior Environment … Signage and Graphics
Briefing and working with architects and building professionals to:
Ensure concepts, themes, space planning, zoning and circulation
reflect the agreed values, brand identity, image and ethos of the
management, organisation and centre vision.
Develop recognisable visual identity features and signatures as
integrated architectural building forms and treatments, hard and soft
landscaping, site concepts, external and internal lighting, décor,
fittings and furniture.
Create interesting and pleasant environments and facilities for
visitors, users and employees to allow sustainable adaptable use.
„the architecture is the brand … the brand is the architecture’

16. Centre Communications Strategy
P.R. and Marketing
Strategic Marketing Tactical Marketing
ongoing … long term short term … ongoing
Developing and Maintaining: Triggering footfall, target
profile visitors and shopper
Centre Profile visits, maximising retailer
Brand Equity tenant sales.
Positive Differentiation
Ensuring optimum
commercialisation income
strategic marketing should be the sum of the tactical initiatives
Challenge – short term non aligned profit activity diluting
hard won reputation development.

17. Shopping Centre Brand Equity / Value
Differentiated image and reputation
How you are perceived and ‘valued’ by your
audiences.
 Tenant brands
 Visitors / customers
 Investors
 Partners / stakeholders
 Community
Brand Value is based on:
• Income – rentals commercialisation
• Projected sales performance relative to the competition

18. Asset Management
Image and reputation drive Capital Value
Asset Values Values Brand Values
management … marketing … tenant
tenants .. Services … brands … activities …
operations … facilities visitor experience
Real Estate Valuation Equity Social Reputation
= Portfolio Equity = Brand Equity
Rentals … Income Consumer Spend
Commercialisation
Capital Value

19. Definitions… Customer First Choice
Global Recession The smart consumer!
More Demanding … more for less
Value Tenant profiles - Primark … TK Maxx
New Mindsets … New Realities

20. Sustainable development?
New values - unique and emotional selling points
Are we at the end of an era?
Massive, highly serviced, sophisticated artificial environments … can we „afford‟
these as a society … as consumers … as businesses ?
EU directives now demand truly sustainable green development not just „green
wash‟ cosmetic treatments - short and long term environmental impact and
flexibility of uses …

21. Creating Successful Destination Brands
Spending money where it counts
„More for Less‟
- strategy
- design
- implementation
„Asset Management‟
strategy … marketing … real estate … people …
management

22. Asset Management
Brand Touchpoints ‘creating desire’
Image and Reputation Brand Equity Income / Value
Awareness Afterglow
Customer Journey
Promise Satisfaction
Visit
word of mouth, sms… customer journey… collateral …
advertising, direct marketing anticipation … moments of truth bags, cards, leaflets
web site, social media first vistas, approach, process, assurance, memories
promotional publicity layout, environment, products, reminders, triggers,
posters, street signs … staff, facilities, exit experience … after service …
Brand Touchpoints
Managing the Process – Physical … Human … Technical
coordination … consistency … control …

23. Brand Touchpoints
Website

24. Marketing and P.R.
Creating awareness … desire .. reputation
Traditional
Image Marketing – promises … promotions ... events
„what you say about yourselves and offers‟
development … billboards, T.V., radio, themed promotions /
activities …
Reputation Public Relations – corporate relationships,
events, messages / crisis management ...
development …
Today
Image and reputation ‘is what people say about you’
Marketing and P.R. activities and audiences are now
symbiotic – social media merges B2B and B2C
communication

25. Social Media Challenge
Creating a ‘joined up’ social media strategy

26. Digital Fans in Bulgaria
3,395,000 Internet users as of
June/10, 47.5% of the
population.
Facebook users increased 10-
fold in 2009

27. Digital Challenge
Internet Transparency
Software Technology who is targeting who?
Software technology can track and interface with
customers through loyalty cards, touch screens and
phone apps …
But, …. consumers can use technology to create
instant damage or enhancement to your brand
– cut and paste communities – Facebook, fanclubs,
Tweeters, YouTube

28. Digital Challenge
Bluewater – ‘the good’
22,222 Young Driver promotion
people like “luv Bluewater ….
this best ever”

29. Digital Challenge
Bluewater – ‘the bad’
Bluewater Shopping Centre has eaten
my soul!! I now hate Christmas!! A
group for all us poor people that work
in that pointless hole in the ground!!

30. Digital Challenge
Westfield

31. New Media Tools

32. Marketing and Communication
‘added value’
Using media, activities and events to reinforce tangible and
emotional attributes … head and heart triggers.

33. Shopping Centre Brand Development
Strategy
Clear sustainable differentiation
Market audience relevance short/long term
Design
Strategic and functional alignment -
architecture, marketing, offers
Implementation
Cost Effective creative and functional treatments
Efficient strategic and operational management

35. ICSC European Partners