2nd Shopping Center Planning &Management Seminar was organised by Maad Retail Studies Center in tehran, Iran, 21-22 October 2013. Participants were top development companies from Iran. The seminar was a successful contribution to the development of the shopping center industry in İran.

1. MARKET RESEARCH
IN
SHOPPING MALL
PLANNING
DR SUKRU ASLANYUREK
RETAIL VISION
LTD, ISTANBUL

2. LAST WORDS AS FIRST
DOING MARKET RESEARCH IS THE FIRST DECISION
TO BE MADE IN MALL PLANNING
MAKE RESEARCH YOUR BEST DISPLAY OF «BOSS
EGO»:
THE COST OF NO «RESEARCH FIRST» IS HUNDREDS
OF TIMES GREATER THAN MARKET RESEARCH ITSELF
MAKING THE BEST USE OF RESEARCH RESULTS
TAKES COURAGE, WISDOM, MATHEMATICAL SKILLS
AND ABILITY TO MANAGE A TEAM
NO OTHER SKILL CAN REPLACE ENTRPRENEURIAL
SPIRIT.

3. MALL DEVELOPMENT
OBJECTIVES
PROFIT
SUSTAINABILITY
DEVELOPER
BRAND
DEVELOPMENT
SOCIAL ISSUES

4. VARIABLES: OUTSIDE AND
INSIDE
• SOCIETY
• ECONOMY
FINANC
E
DESIGN
• CITY
TEAM
TENANTS
• POLITICS

5. STEPS AND TOOLS IN
RESEARCH
SCIENCE
FIRST

6. LOOKING AT THE MARKET: AN
EAGLE’S VIEW
AREA OF STUDY
TOPICS AND TOOLS
1.GEOGRAPHY
1.URBAN DEVELOPMENT AND
LOCATION DATABASE
2.ECONOMY
2. INCOME , EMPLOYMENT ,
SAVINGS AND VALUE ADDED
3.SOCIETY AND CULTURE
3.FAMILY; LEISURE; CONSPICUOUS
CONSUMPTION; EDUCATION
,CUSTOMS
4.RETAIL PROPERTY AND
BUSINESS
5.TECHNOLOGY AND BUYING
BEHAVIOUR
4.SUPPLY OF RETAIL PROPERTY
AND THE STRUCTURE OF DEMAND
5.DIGITAL MEDIA ,
COMMUNICATIONS, CUSTOMER
EXPERIENCE MANAGEMENT

7. PLANNING PROCESS
1. phase:
THE MARKET
2. phase:
REGULATIONS
3.phase:
MONEY MATTERS
BRAND
POSITIONING
BUILDING
PERMISSION
ADMINISTRATIVE &
INFRASTRUCTURE
TARGET MARKET
CONSERVATION
CONSTRUCTION AND
PROJECT
MANAGEMENT
SHARE OF WALLET
MARKETING AND
LOCAL CHARACTER CONSULTANCY
TENANT MIX
COMPETITION
RETURN ON
INVESTMENT

8. STEP BY STEP
RETAIL
IS
DETAIL

9. RESEARCH 1: GEOGRAPHIC
INFORMATION SYSTEMS (GıS):
LOCATIONS TELL THEIR STORY

10. RESEARCH 2:
GEOGRAPHY
AND
ECONOMICS:
HAND IN HAND
AN ANALYSIS OF TOTAL
INCOME AND RETAIL
EXPENDITURE
IDENTIFIES THE SHARE
OF REGIONS, CITIES
AND SPECIFIC
LOCATIONS IN TERMS
OF THE SIZE AND
NATURE OF THE RETAIL
BUSINESS TODAY AND
TURKEY 2013
•€ 148-178 BILLION
• %55 UNOFFICIAL
•3 MIO EMPLOYED
ORGANIZED RETAIL
•%35-50.
•550.000 EMPLOYED
REGIONAL DISTRIBUTION
•İSTANBUL %40
• NEXT 6 PROVINCES %30-40
•OTHER (74 PROVINCES) %20-30

11. RESEARCH 3: DNA OF HUMAN
LıFE MONEY, TIME, SPACE
GEOGRAPHY
MONEY
TIME
SPACE

12. 3D «MARKET SEGMENTS»
I
TARGET MARKET
SEGMENTS CAN
NOW BE DEFINED
NOT BY
RECTANGLES BUT
3D CYLINDERS OF
DIFFERENT
SHADES OF
COLOUR
A+
A1
A2
BX
B1
B2
CX
C1
C2
D
E

13. “GREAT BRITISH CLASS SURVEY”
BBC -1
1.
Where you live
2. Tastes and areas of
interest
(a) Activities
(b) Choice of music
( c) Food
3. Education
4. Social
relationships/groups
5. Media preferences
6. Social influence and
power
7. Profession

14. “GREAT BRITISH CLASS SURVEY”
BBC -2
8. Family history
9. Vacation preferences
10. Money
11. Demographics
12. Opportunities( for
career and jobs)
13. Class ( Lower
working, Middle
working, Top wage
earner, Medium wage
earner, Low wage

15. RESEARCH 4:
RETAIL
PROPERTY AND
BUSINESS
THE NATURE, SIZE,
VALUE AND
DISTRIBUTION OF
RETAIL PROPERTY
AMONG REGIONS,
CITIES, LOCATIONS
AND BRANDS
TURKEY 2013
RETAIL PROPERTY
• RETAIL CENTERS 330 MALLS / 9 MİO M2.
• DOWNTOWN RETAIL: ????
ORGANIZED RETAIL
• CHAINS: 300 FMCG +300 OTHER
• LOCATIONS: 30-3000 STORES
• AVE. SIZE (NON-FOOD) 80 STORES *200 M2 =16000
M2
NON-FOOD BRANDS IN GROWTH
FASHION, LEATHER AND ACCESORIES
ELECTRONICS AND HOMEGOODS
FOOD SERVICE

16. STRATEGY MATTERS
DEFINING
THE
BUSINESS

17. DEFINITION OF TRADE AREA
PRIMARY TRADE AREA ( e.g.0-10 km)
SECONDARY TRADE
AREA (e.g. 11-30 km)
TERTIARY
T.A. (e.g.
visitors

18. SHARE OF WALLET AND
TENANT-MIX
SHARE OF WALLET
ULI CATEGORY
A-D-E
SHARE IN TRADE
AREA
TENANT MIX (% OF GLA)
TENANT TYPE
% OF SPACE
ANCHORS
%25-50
%12
FOOD
B-CN-S
%14
%50
NON-FOOD
%50
%6
MEDIUM SIZE
10-20%
F-G
%17
SPECIALTY
30-50%
M-N-R
%5
P-S
%10
T-Y
%8
W-X-
%12
FMCG
%5
FASHION
%70
NON-FASHION
%30
SERVICE
5-15%

19. FINALLY:
MONEY
MATTERS
FINANCIAL
ASPECTS OF
MALL
DEVELOPME
NT

20. ADMINISTRATIVE AND
INFRASTRUCTURE COSTS
LOCAL GOVERNMENT PLANNING PERMISSIONS
REGİSTRATION, LICENSING AND LEGAL DOCUMENTS
ENVIRONMENTAL PROTECTION AD DEVELOPMENT
LOCAL INFRASTRUCTURE ( ROADS, SQUARES, GREEN AREAS,
SEWAGE ETC)
ENERGY PROVISION
SOCIAL AWARENESS ISSUES
UNEXPECTED COSTS
SHARE IN TOTAL DEVELOPMENT COSTS
DEPENDS ON LOCAL CONDITIONS. 3-20%

21. CONSTRUCTION AND
PROJECT MANAGEMENT
COSTS
ARCHITECTURAL DESIGN 1-3%
INTERIOR DESIGN 0.5-1.5%
BRAND DEVELOPMENT 0.25%
PROJECT MANAGEMENT 1-2%
STRUCTURE 20-35%
ENGINEERING 25-60%
FURNISHINGS 10%
DIGITAL EQUIPMENT 1-2%

22. MARKETING, CONSULTANCY
AND MANAGEMENT COSTS
oMARKET RESEARCH
oLEASING AGENT
oMARKETING COMMUNICATIONS DURING CONSTRUCTION
oTENANT ALLOWANCES AND SUPPORT
oLAUNCH CAMPAIGN
oCONTRIBUTION TO MARKETING FUND
oMANAGEMENT SOFTWARE AND OFFICE
oMANAGEMENT FEES
CONSTRUCTION
TOTAL 5-10% OF

23. RETURN ON
INVESTMENT
WHAT DO WE
GET
IF WE
INVEST?

24. WHAT WE MAY GET IN
RETURN- 1
TENANT MIX
TENANT
TYPE
% OF
SPACE
ANCHORS
RENTAL INCOME
FIXED
RENT
% RENT AVERAG
E
%25-50
FOOD
%50
€10
3%
€15
NON-FOOD
%50
€10
6%
€20
€20
7%
€30
MEDIUM SIZE 10-20%

25. WHAT WE MAY GET IN
RETURN- 2
TENANT MIX
RENTAL INCOME
TENANT TYPE % OF SPACE
SPECIALTY
30-50%
FASHION
NONFASHION
SERVICE
5-15%
%70
%30
FIXED
RENT
%
RENT
AVERAG
E
€50
8%
€65
€70
10%
€85
€10
-
€10

26. RETURN ON
INVESTMENT
COMPARED
HOW DIFFERENT TYPES OF
PROJECTS WILL PAY BACK
ON INVESTMENT ( i.e. Rate
of return on capital) WILL
DEPEND ON ALL OF THE
ABOVE.
FIRST AND FOREMOST, ON
THE QUALTY OF
MANAGEMENT.
INVESTMENT
LIFE-STYLE
AND FESTIVAL
CENTERS
RETAIL PARKS
PAY BACK
PERIOD
4-8 YRS
6-8 YRS
REGIONAL +
MALLS
10-12 YRS
LOCAL RETAIL
CENTERS
8-10 YRS

27. THANK YOU