Adapting to a Consumer Led Market

Creating places where people want to be- Adapting to a consumer led market

October 2014

Definitions and Challenges -wow factor-brand touchpoints-brand experience

The Changing Consumer - millenials -social media- marketing challenge

Delivering The Promise-OZ-Kaleidoscope -Smolenskiy Passage- Festival -River Mall

Agenda

Who we are

International strategic branding and design consultancy

We work in the retail, financial, real estate and corporate sectors

SCG London Page 14

We deliver a total customer experience

Retail:

From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability.

SCG London Page 14

We deliver a total customer experience

Retail:

From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability. M.Video Maintaining leading

brand status

Over the past 5 years, we have worked with M.video on many different aspects of their brand

Projects include retail concept development and external and internal image/communications

Detailed brand audit and research analysis

Various strategic and creative projects with different departments, including senior management, marketing and HR

Brand identity, sub branding, advertising, brand culture, marketing and communications.

Comprehensive manual documenting defining the use and application of the brand across all key channels and relevant media.

What we do - Real estate

48

9/ Архитектурное решение9/ Architectural Expression

Galactica Park_Brochure_April 2008.indd 48 23/04/2008 19:10:24

49

Galactica Park_Brochure_April 2008.indd 49 23/04/2008 19:10:35

Shopping Centres... Place brands

A place where people want to be!

Destinations where people meet, eat, relax, indulge, work, rest and play... and shop... A community venue to promote wellbeing and lifestyle activities

Definitions

As a destination brand a shopping centre must...

- Create added value experiences for visitors and shoppers

- Optimise tenant sales performance

- Achieve highest rental yields and maximum commercial income

Creating a WOW factor for centre target audiences

Shoppers Visitors

Tenants Investors Owners

The Community

Stakeholders Politicians

Interest Groups The Media

Staff, Partners Suppliers

Brand Equity

Exceptional ‘Added Values’to meet diverse needs

and aspirations

A long term WOW factor requires an exceptional, consistent, brand and experience

Make every brand touch point special…. memorable…. engaging… relevant...

word of mouthsms

advertisingdirect marketing

website social media

promotional publicity posters

street signs

customer journeyanticipation

moments of truthlayout

environmentproducts

stafffacilities

exit experience

collateralbagscards

leafletsassurance

memories reminderstriggers

after service

Brand Touchpoints

Rethinking opportunities...Reinventing experiencesRebranding:

Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction

‘Building a great experience is everyone’s responsibility and nobody’s job’

Delivering the promise - Centre management challenge

Page 43SCG London Page 16

A renewed management culture? - Less landlord facilities manager More retailer partner

Centre Management TeamPA & NetworkAdministrator

CentreDirector

Fire Officer

EnvironmentalC0-ordinator Retail LiaisonClerk of Works

Bldg. Ops Commercialisation

Marketing

System &Administration






SecurityHousekeepingMaintenance

MarketingAsst CentreDirector

OperationsBldge. Srvs

New shared visions... aspirations Changing mindsets... “our people make the difference”

Creating the brand experience

“our people make the difference”

Shared visions... aspirations

Brand Experience Ingredients

Location

Tenants

The Brand

Target catchments… Accessibility...Visibility...

Relevant Profile…Formats…Services...Facilities...

Name…Identity…Vision… Message…Visual and oralsignatures and applications

Marketingand Communication

Venue Design

Digital…Print...Events… Activities…Social media…Website…Advertising...

People…Services…Suppliers…

Management Culture

Site...Architecture…Environments…Circulation...Zoning...Decor…Lighting…Signage…Graphics...

Brand Experience Ingredients

Consumer Led Market Challenge

Creating places where people want to be……

Real estate is now consumer driven….or should be !

The connectivity of social media and the internet has empowered consumers

The digital experience and online capabilities now in-creasingly drive the criteria for the physical design of buildings and developments

Multi channel retailers, banks and services are chang-ing the functions and design of stores, branches, shop-ping and business centres, workplaces and offices

Commercial real estate challenges

Shopping centres are destination brands

The Challenge: To achieve a synergy of branding,marketing and visitor experiencePositive Differentation... Delivering the Promise... Optimising Resources

Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

The changing consumer - Staying Relevant!

Marketing Challenge

Different customer generations... ...changing perceptions & priorities

Key influence generation

Social Media Challenge

“A brand is the sum of all conversations happening around the brand”

Problems:Expensive High external costs - ad creation, media buying, printing etcOne way process - passive consumersOutward bound only Difficult to track results

TV, radio, billboard, newspaper and magazine advertising, direct mail, brochures and leaflets

‘Traditional’ media - ‘push’ marketing

‘Talking at’ consumers, not interactive

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838 - 1922)US Departments Stores owner & ‘Father of Advertising’

‘Traditional’ marketing

MESSAGES AWARENESS INTEREST ACTIONDESIRE

Focused MessagesCentreBrand

Photosharing

Social networking Video campaigns

Forums

Blogging Social bookmarks

Traditional channels are no longer the primary marketing mediaThey often act as an awareness enhancement tool for online marketing

Online MediaTraditional Media

Push & Pull

‘New’ media - interactive marketing

Building AuthorityRecently launched:• Downloadable recipe book • Fashion blog

Westfield, LondonStrategic marketing • ‘Pulse’ with original content promoting tenant

brands + links to related social media

Keeping the brand freshWebsite plays key role in ongoing promotion of image, information, tenant brands, events etc

Esentai Mall, Almaty, KazakhstanStrategic brand positioning

Delivering the promise

OZ - ‘Name power’

Kaleidoscope - ‘Local hub’

Smolenskiy Passage - ‘Reconception’

Festival - ‘Update’

River Mall - ‘Recycling’

OZ - ‘Name Power’

Creating places where people want to be...

OZ - ‘Name power’

OZ - ‘Name power’ - Unique, adaptable, memorable

www.oz-centre.ru

EASTER at OZwww.oz-centre.ru

MEET SANTA at OZwww.oz-centre.ru

CHILDRENS EVENT

www.oz-centre.ru


EASTER at OZ

www.oz-centre.ru MEET SANTA at OZ


www.oz-centre.ru


MEET SANTA at OZwww.oz-centre.ru

CHILDRENS EVENT

www.oz-centre.ru


EASTER at OZ



www.oz-centre.ru www.oz-centre.ru FASHION • CINEMAS • RESTUARANTS • LIVE ENTERTAINMENT

www.oz-centre.ru

День Св.Валентина в OZ.

14 апреляшоппинг с улыбкой шоппинг с улыбкой

Kaleidoscope - ‘Local Hub’


Delivering the promise - The Kaleidoscope Experience

“Exceptional place brand experience”

Before we started...

A vision to turn a sterile site into a first choice place to be...

The vision realised...

The final logo and message “Always Different, Always Yours”

Kaleidoscope, December 2008 5

Вход в метро

Центральный тотем

Рекламный тотем

Пространство для проведения мероприятий

Обзор местностиSite Overview

Creating a community destination hub

bus stops

stage

seating

raised viewing levels

tenant totem

tenant totem

retail units

metro

SCG LONDON8 Plato Place72-74 St Dionis RoadLondon SW6 4TU

t +44 (0) 20 7371 7522www.scglondon.com

SITE LAYOUT PLAN

Client: Status: INFORMATION

Drawn by: Authorised by: Project No:

Drawing:

Contract:

For information onlyDimensions to be verified on siteAll measurements are in millimeters

Notes:-

Specification:-This drawing is the copyright of SCG London.Figured dimensions to be taken in preference to those scaled. All

dimensions to be checked on site before any work proceeds. The contractor is to provide full size setting out drawings based on the

information contained in this drawing for the designers approval

prior to commencing manufacture. The drawing is issued on the condition that it is not reproduced, retained or disclosed to any

unauthourised person either wholly or in part without the consent in

writing of

Drawing No:Date: Revision Comment Date Auth.Revision Comment Date Auth.Issue:Scale: Print size: A3

NOTE: DRAWING PROVIDEDFOR INFORMATION ONLY

A3=1:500

AND

KALEIDESCOPE

RRHRRH

17-02-09 548 A0-01

548

A5-03

01

A5-05

01

A5-02

01

A5-02

01

A5-01

01

INFO

EntranceTo the shopsEntrancePay Station

Please Pay Here.

Car Park Tarif:upto 2 hours Free.-

2-3 hours 75.-

3-4 hours 150.-

4-6 hours 500.-

6+ hours 750.-

Please pay for parkingat Pay Stations beforeexiting the Centre

ELEVATED SECTION A-A

Plan Legend - Car Park Level 1 A

A

B B


A

B B

Thank You.

Парковка Car Park Section, Plan and Entrance Principles


ZONE

MZONE

MZONE

MZONE

MZONE

MZONE

MZONE

M

ZONE

CZONE

C

ZONE

C

Длинная Секция Long Section


EntranceTo the shopsEntrancePay Station

Please Pay Here.

Car Park Tarif:upto 2 hours Free.-

2-3 hours 75.-

3-4 hours 150.-

4-6 hours 500.-

6+ hours 750.-

Please pay for parkingat Pay Stations beforeexiting the Centre

ELEVATED SECTION A-A


A

B B


A

B B

Thank You.

Парковка Car Park Section, Plan and Entrance Principles


Creating effective zoning

Distinctive architecture - local landmark

Marketing channels synergy

Kaleidoscope project overview 42

WebsiteHomepage


WebsiteContent pages

Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.

Sign UpNewsletter GOSearch


Opening TimesMonday 9.30am – 8.00pm

Tuesday 9.30am – 8.00pm

Wednesday 9.30am – 8.00pm

Thursday 9.30am – 8.00pm

Friday 9.30am – 8.00pm

Saturday 9.00am – 8.00pm

Sunday 11.00am – 5.00pm

Bank Holidays 10.00am – 6.00pm

Three MusketeersRated: 12ARelease Date: 12/10/11View Trailer

Rated: URelease Date: 07/10/11 View Trailer

The Lion King 3D

Find out more here

What’s on Coming Soon

Catch up on our exclusive winter catwalk show and behind thescenes action from Karen Millen.

CatwalkShow

Book Now

Book Now

AnonymousRated: 12ARelease Date: 28/10/11 View Trailer

Rated: TBCRelease Date: 04/11/11View Trailer

Tower Heist

Book Now

Book Now

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta-tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE



Menu Events

Cinema

Kaleidoscope Mall

Tenants

Gallery Brands

Services

Leisure and Entertainment

Photo Gallery

Videos

Write a letter

Getting Here

Contact

Leisure

Ice Skating

Bowling

Kids Club


Sign UpNewsletter GOSearch


Opening TimesMonday 9.30am – 8.00pm

Tuesday 9.30am – 8.00pm

Wednesday 9.30am – 8.00pm

Thursday 9.30am – 8.00pm

Friday 9.30am – 8.00pm

Saturday 9.00am – 8.00pm

Sunday 11.00am – 5.00pm

Bank Holidays 10.00am – 6.00pm

By Metro

accusamus

dignissimos

ducimus qui

blanditiis

praesentium

voluptatum

By CarAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

By Bus

X59, X91, 289, 234, 500, 345, 845At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

WalkingAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.

Monday - Sundaydignissimos 0.00ducimus qui blanditiis 0.00qui blanditiis 0.00qui blanditiis 0.00dignissimos 0.00ducimus qui blanditiis 0.00

Menu Map

Car Park Rates

Getting Here

Kaleidoscope Mall

Tenants

Gallery Brands

Services

Leisure and Entertainment

Photo Gallery

Videos

Write a letter

Getting Here

Contact

Marketing channels synergy


Environmental promotionAdvertising kiosk


Promotional - seasonal campaignsAutumn

осенние открытияв Калейдоскопе


Promotional - seasonal campaignsWinter

Distinctive advertising image

СТАРТ

представляет:

Игра


Kaleidoscope characters - Skopi familyThe family

S

Боулинг клуб

Билеты - Цены

Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей

Добро пожаловать в боулинг

Bowling clubМишкин клуб катания на коньках

Ледовая А

рена

Боулинг клуб

Билеты - Цены


Добро пожаловать в боулинг

Bowling clubМишкин клуб катания на коньках

Ледовая А

рена

Добро пожаловать на катокПривет! Хочешь со мной покататься?Записывайся в детский клуб катания на коньках «Калейдоскоп».Вся информация на стойке регистрации.

Прокат коньков

Прокат коньков – Цены


Клубная картаМишкин клуб катания на коньках



Ледовая А

рена

Ледовая А

рена

Memorable characters

Memorable interiors

Dynamic easy circulation

Simple effective navigation

Smolenskiy Passage - ‘Reconception’


Reconceiving a centre - making it relevant

Image and profile - marketing events and activities

Venue environment - Step by step phased investment - Communication, signage, graphics - Decor upgrades - lighting, materials, finishes - Remodelling, extensions

Tenants and facilities mix - appropriate brand profiles, zoning and adjacencies

Management culture - the best people and services

Smolenskiy Passage, Moscow

2009 Challenge - Phased upgrading of a well known city centre venue. Re-planning tenant space to ‘open up’

complex vertical mall

Strategy - Creating a premium destination for a two stage

development programme - phased identity, communications,

environments

Smolenskiy Passage Reconception

2009

Challenge - Phased upgrading of a well known city centre venue. Replanning tenant space to ‘open up’ complex vertical mall

Strategy - Creating a premium destination for a two stage development programme - phased identity, communications, environments.

The ‘Before’

June 2009

Smolenskiy Passage - Dull, Cluttered and Confused

Smolenskiy Passage - Build on the name

Smolenskiy Passage reflects and communicates the special history and traditions represented in the name.

Smolenskiy Passage - Brand Message

Smolenskiy Passage - Media touchpoints

Smolenskiy Passage - First Impressions

Smolenskiy Passage - Entrance Piazza

‘A vibrant city space – always something happening’

ПИАЦЦА

Smolenskiy Passage - New Planning

First floor plan option Anot to scale

Key1 SCP banquette seating2 Champagne bar with moveable screen3 Champagne bar table seating with moveable screen4 Info reception5 Advertising6 Graphic wall treatment7 ATM8 Parking ticket machine9 10 Secondary promotion 11 Segis bench12 Toilet wall graphic13 Floor standing lamp14 Big event / exhibition

SPW - 5001 Main totem directorySPW - 5002 Freestanding - floor directorySPW - 5003 Wall mounted - floor directorySPW - 5004 Ceiling sign 1500x300 - directionalSPW - 5005 Wall/column 400x300 sign - directionalSPW - 5006 Wall / column 200x200 sign - directionalSPW - 5010 Info lecternSPW - 5011 Business directory

NoteAll furniture elements (including champagne bar) to be moveable to allow for special events, i.e. fashion show

WC cube

Info lectern SPW - 5010

SPW - 5004

SPW - 5004

SPW - 5004SPW - 5011

SPW - 5001

SPW - 5001

SPW - 5005door info stickers to toilet doors

SPW - 5006

1

1

5

214

3

7

8

4

11

12

13

6

1

5 5 5

10

10

10

10

10

10

Smolenskiy Passage - Activity Zones

0.000 0.0000.0000.000

+2.100+1.800+1.800

+4.900

+8.000

-2.100

-2.750

+11.100

+14.200

+17.300

+4.200

+6.300

+8.400

+10.500

+12.600

+16.800

+4.200 +4.200 +4.200

+8.400

+12.600

+16.800

+20.400

+12.600

+8.400 +8.400

+12.600

+16.950

+15.700

+21.450

-4.950

+21.150

1600

+4.200

19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Piazza‘a vibrant city space – always something happening’ Mezzanine‘fashionable place to take a break’ Terrace‘a special place to eat, drink and socialise’

Fashion Studio‘Moscow’s premier designer collection’

1

2

3

4

2

1

3

4

4

3

Smolenskiy Passage - Brand Touchpoints

Информационный столПластиковый световой короб на металлической основе.

Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме.

Внутренняя подсветка белым светом (светодиоды).

Карманы для брошюр

Цвета представлены в Pantone и CMYK

C 30M 72Y 74K 84

476 EC

C 20M 25Y 29K 61

404 EC

C 13M 17Y 20K 36

402 EC

C 14M 2Y 100K 16

397 EC

1100mm

30

720mm

Магазины и рестораныРасположение и информация

700mm

1200mm

Basement Level 1 Level 2 Level 3 Level 4

1

2

34

5

6

7

14

15

1 2

3

4

5

7

891011

12

13

16

1718

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20 21 2223

6242526

27

14

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1 2

3

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891011

12

13

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1718

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20 21 2223

6242526

27

1

2 - 4

5

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8

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15 16 - 18

19 20 22 21

10 11

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14-13 23

24

25 26 -28

29

21 3

4

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7

8

Info lectern directories

Note : All dimensions and details should be crossed referenced and checked with technical drawings supplied to contractors. All details should be confirmed with the client prior to installation..

Info Lectern SPW - 5010

Festival - ‘Update’


SCG London Page 37

Festival - Concept Reconception

2005 - Challenge

Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.

2012 2011-2012

Refreshing existing brand concept up-to-date.

SCG London Page 38

Festival - Inspiring Name

Festival, Moscow

The Identity

SCG London Page 39

Festival - Day And Night Impact Day and night impact

Festival, Moscow

SCG London Page 40

Festival Refreshment 2012 Seasonal Freshness

‘Update’

SCG London Page 41

Festival - Graphic Impact

ProductsStores

Home Offers News Tickets Games Contact

Spring

Seasonaltheme

Spring at festival

+read more

Home Offers News Tickets ContactStore Search

River Mall - ‘Recycling’


River Mall Moscow

1

Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Center Opening: Q4 2015

Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Centre Opening: Q4 2015

АвтозаводскаяТульская

Замоскворецкая

Серпуховско-Тимирязевская

76

ТРЦ «Ривер Молл» имеет отличную видимость и транспортную доступность с ТТК. Такое расположение сделает его удобным местом для шоппинга и проведения досуга и для пользователей многих других транспортных артерий города, таких как: улица Велозаводская, проспект Андропова, Варшавское шоссе и прочие.

ТРЦ «Ривер Молл» находится между двумя станциями метро: Автозаводская и Тульская, совместный дневной поток которых составляет более 130 тыс. человек. От данных станций метро будут курсировать автобусы торгового центра.

Непосредственно перед ТРЦ «Ривер Молл» размещаются две остановки общественного транспорта, где останавливаются 11 маршрутов автобусов и 4 маршрута троллейбусов.

Параллельно с реконструкцией и застройкой территории ЗИЛа намечен ввод в эксплуатацию станции метро Технопарк в середине 2015 года, а также планируется строительство транспортно-пересадочного узла Московской кольцевой железной дороги. Оба объекта будут находиться в пешеходной доступности от ТРЦ «Ривер Молл».

SC River Mall has great visibility and transport accessibility from the 3rd transport ring. Such a strategic location makes it a very convenient place for shopping and leisure for people using other transport arteries of the city, such as Velozavodskaya street, Andropova Avenue, Varshavskoe Highway and others.

SC River Mall is located between two metro stations: Avtozavodskaya and Tulskaya. These have a total daily traffic of more than 130 thousand people and will be served by shopping centre shuttles.

Two public transport stops with 11 autobus lines and 4 trolley lines are located directly in front of SC River Mall.

In parallel with the ZIL renovation and development, the commissioning of a new metro station, Technopark is planned for mid-2015. This is in addition to the construction of a new transport interchange linking with the Moscow railway ring. Both stations will be located within walking distance of River Mall.

Выгодное месторасположение и отличная транспортная доступностьBeneficial location and excellent transport accessibility

Карта транспортной доступностиRoad map

Карта метроUnderground map

Ленинградское шоссе

Во лгоградский проспект

Каширское шоссе

Шоссе Энтузиастов

Щелковское шоссе

Пр

оспе

кт м

ира

Я

росл

авск

ое шосс

е

Дм

итро вско

е

шоссе Бу

тыр

ский Вал

Звенигородское шоссе

Волоколамское шоссе

Ленинградский проспект

Можайское шоссе К

утузовский проспект

Варш

авск

ое

шос

се

Ленинск

ий просп

ект

River Mall Moscow - Recycling challenge! Concrete fortress...

River Mall Moscow - Optimised river location potential...

River Mall Moscow - Creating a vision Optimised river location potential...

River Mall Moscow - Creating worlds... where people want to be!

12

А также более 250 магазинов и бутиков ведущих международных и российских брендов и одна из крупнейших в Москве галерея ресторанов с панорамным остеклением и уникальным видом на Москву-реку, оснащенная летними верандами.

More than 250 shops and boutiques including major Russian and international brands and one of Moscow’s biggest gallery of restaurants all offering unique panoramic views of the Moscow River with modern terraces.

Поэтажные планыFloor plans

1560 m2

"Anchor"

Pedestrian Entry

Pedestrian Entry

Pedestrian Entry

Pedestrian Entry

2-1002319 m2

"Anchor"

2-3482782 m2

"Anchor"

2-3562990 m2

"Anchor"

2-1021435 m2

"Anchor"

1-10010715 м2

(+700 м2 антресоль)

Hypermarket

1-1042000 m2

"Anchor"

1-1021286 m2

"Anchor"

3-31503 m2

"Anchor"

3-21323 m2

"Anchor"

3-262685 m2

"Anchor"

3-245190 m2

Cinema

3-233384 m2

Entertainment

13

Якорные арендаторы:

• продуктовыйгипермаркет• спортивныйгипермаркет• гипермаркетдетскихтоваров• гипермаркетбытовойтехники и электроники• гипермаркеттоваровдлядома• многозальныйкинотеатр• детскийразвлекательныйцентр.

Anchor tenants:

• Groceryhypermarket• Sportshypermarket• Productsforchildren hypermarket • Electronicshypermarket• Homeappliancehypermarket• Multiplex• Kidsentertainmentcentre.

Паркинг, этаж -2Parking, floor -2

Этаж 2Floor 2

Этаж 1Floor 1

Этаж 3Floor 3

МОДНЫЕ МАГАЗИНЫ

РЕСТОРАНЫКАФЕ

РЕСТОРАННЫЙ ДВОРИК

ЯКОРЯ

FASHIONGALLERIES

RESTAURANTSCAFES

FOOD COURT

ANCHORS

Creating Brand Synergy™

t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com

Creating places where people want to be

Adapting to a Consumer Led Market

Business

Transcript of Adapting to a Consumer Led Market