This presentation will look at what is involved in the act of 'shopping', and hence at the kind of places in which people can and will shop - at home, in a shopping centre, in the high street, on the move, and so on. It will go on to consider the particular place of the shopping centre in the range of shopping possibilities, and what that implies for the future. The prime objective of shopping centre branding is to enhance trading, expand retail offer, improve customer facilities and create a new perception of the brand thereby increasing customer spend and adding value. The brand must be synonymous with all these objectives and incorporate community initiatives. A brand adds value and increases the security of future profits.
Shoppers complain that centres lack individuality.
With new technology come new shopping patterns. The impact of those new patterns on retailers' requirements and revenue and business models brings new threats and opportunities for shopping centre investors, owners, managers and occupiers. Can new systems, upgrades and maintenance be defined sufficiently clearly. Using practical examples of shopping centre consumer marketing, this presentation will examine whether the shopping centre industry has assessed correctly the demand from consumers for shopping centre web sites.