What's changing about shopping malls?

1. Trends in category:
Trend 1: shopping centers are not hot anymore
• Consumers are increasingly turning away from the galleries
• They choose local small shops
• They choose small interesting restaurants and pubs
• The standard galleries’ offer is not enough, everyone has it
What to do:
• Give something more, watch what is fashionable to be trendy
• Build added value
• Create "experience"

2. Trend 2: fashion is not enough!
• Fashion becomes a POP entry ticket to the category no longer suffice as a differentiator
• Fashion is everywhere
• Galleries make two element positionings focusing on values ​​other than „Fashion"
What to do:
• Create added value
• Focus on experiences
• Continue to organize events other than fashion and standard for the category
Trends in category:

3. Trend 3: local means better
• We stop chasing the West and Western brands
• We are tired of the large corporations
• We are looking for local stuff
• We support local manufacturers
• We support local brands
• We are much more interested in our "own backyard"
• We are locally patriotic
What to do:
• Engage locally
• Talk about the locality in communication
• Support the locals
Trends in category:

4. Trend 4: shopping together
• Shopping becomes more "social"
• 85% of Poles seek the advice of their friends when they buy, they also advise the others
• We are happy to use the company while shopping
• The "social" aspect comes more and more into social media
What to do:
• Stimulate social shopping
• Provide social media tools
Trends in category:

5. Trend 5: Hurry before it disappears
• We observe a boom in the Pop Up Shops
• They appear and disappear: shops, restaurants, cinemas, libraries and even beaches
• We are bored quickly, so permanent exhibitions and facilities are unnecessary
• Pop'ups tell us to hurry to take advantage of something before it desapears
What to do:
• Build Pop Ups
• Adjust pop ups to seasonal activity
• Go beyond the gallery
Trends in category:

6. Trend 6: digital love
• Our contacts, connections and social interaction move online
• It is increasingly difficult to make acquaintance in analog way, it’s more and more difficult to
break the ice
What to do:
• Bring people together (KLM)
• Provide them with the tools (spotted ZTM)
• Make it easier for them to create interaction
Trends in category:

7. Trend 7: in the pursuit for happiness
• We observe social and cultural changes, changes in social roles, and the evolution of the rhythm of life
• Materialistic values are no longer a goal itself
• We want to be, not to have
• Work ceases to be a final goal, we expect more and more from other people
• Happiness as such becomes the subject of guides, articles, products, advertising or even diets
What to do:
• Let people enjoy their lives
• Develop their interests
• Give them a chance so they can "be more"
Trends in category:

8. Trend 8: the client is the king
• Retailers collect data about customers? So do customers with retailers: they fight using the very own
weapon of retailers - the technology:
• Comparison apps on smartphones
• Digital shoplifting
• Pages with "best deals" (okazje.info.pl, mokazje.pl, hunter-okazji.pl)
• Online forums
• Profiles on FB
What to do:
• You cannot fight it, you can interact with it
• Ensure transparency and competitive pricing
• Deliver added value - something more than the sales: advice, service
packs (more?)
Trends in category:

9. Trend 9: Shop as a center of experience
• The most important advantage over physical stores over the online ones: the opportunity to see, feel, try.
• Shopping online is effective, easy, fast and cheap, but doesn’t allow you to see the products for yourself.
• Customers have a need for touching and trying the equipment. This is a good time to catch them and do
not let them buy the same equipment online.
Apple National Geographic Selfridges
What to do:
• Be not only about shopping
Trends in category:

10. To attract consumers we need more „unique experience”
National Harbor created 175 metre carausel
It is expected that it will attract 600 thousands of people a
year
Other developers add more hair salons, restaurants, fitness
centres and other tennants, which cannot be replaced by
the Internet easily
Trends in category:
Trend 10: More attractions and service based centres
What to do:
• Create unique experience, create more services unreplaceable
by the Internet

11. Trend 11: sellsumming
• With the growing trend of DIY, consumers also become more enterprising
• Crafts, garage sales, accommodation and online micro-business, selling renovated bikes
• Earning on the side by doing this is cool, says you’re cretive and that you have other interests
• The perception of the quality of such goods is also much higher than the classic "Chinese products"
What to do:
• Encourage manufacturers and craftsmen
• Give them a chance to sell their goods
Trends in category:

12. Tennants have been using apps for some time now. Now it’s
the shopping centres turn and mobile apps become a new
must have.
Apps remind where the car was parked, they give information
about the shops, the layout of the centres, they inform about
nerby promotions.
For example Westfield’s app directs consumer to the nearest
toilet or foodcourt
Trends in category:
Trend 12: mobile apps
What to do:
• Develop apps and ideas why the consumer should use them

13. It may seem obvious, but still many people
are unaware of free WiFi
Free and safe Wi-Fi is said to be the next big
thing among shopping centres and other
public places
Wi-Fi will be more communicated and used in
marketing
More mobile tools will be used as:
Sales tool (Burberry)
As a method of payment (Apple)
As a method of presentation (Make Up Forever)
Trends in category:
Trend 13: Connectivity
What to do:
• Communicate and find new ideas for using it in marketing

14. Consumers are sometimes even better up to
date with the promotions, events and the
offer then the salesmen
The solution to this problem is e-learning
connected with mobile tools
E-learning platforms are to be the quickest and
the most effective way of informing Staff
about new trends, products, promotions and
prices
Trends in category:
Trend 14: E-learning
What to do:
• Find a way of fast communication with the tennants and their
employees

15. Global gamification market is worth about 100 mln $ and can
be worth as much as 2,8 mld $ in 2016
Gamification in sales uses typical consumer behaviour –
shopping, looking at the website or Facebook profile. The
client is then rewarded with symbolic or material rewards
It is expected that at least half of the chains in USA will
incorporate at least some type of typical gamification
mechanisms in their marketing during the next 2 years
Loyalty programmes are ending in a present card-based
form. On average consumer is a member in 7,4 programmes
and active in less then half of them. Gamification may be the
solution of keeping consumer loyal and active.
Trends in category:
Trend 15: gamification
What to do:
• Develop gamification based loyalty programs

16. • Until now, SM was used to monitor feedback and
maintain communication with the consumers
• In 2015 it will evolve into a means of developing
new products and marketing campaigns
• Nordstrom uses Pinterest to decide, which products
should be shown in their shops. Popular products
are shown with a special red tag meaning popularity
• Target created Awesome Shop, a special website
with only the best reviewed and pinned products
Trend 16: more influence of social media
What to do:
• Listen more and give the consumers means to connect with
you
Trends in category:

17. Trend 17: we are kids all our lives
Trendy w kategorii:
• Games and fun activities are no longer exclusive domain of children
• Playgrounds for adults are built all over the world (Sydney, London)
• Gamification is used more often to facilitate the understanding of finance and ecology
What to do:
• Let adults find the inner child
• Encourage them to have fun
• Create attractions
Giant slide in Tech University in Munich Adult McDonald’s playground in Australia