Retail Asset Optimisation

CASE STUDY

ZLOTE TARASY SHOPPING CENTRE WARSAW, POLAND This 715,197 sq ft retail complex has been strategically repositioned over the past several years. As part of this repositioning, a refreshed marketing strategy was implemented, focused on customer engagement with the target audience of 18–34-year-olds, fashion-conscious professionals as well as both domestic and international tourists. The introduction of marketing automation tools which leveraged mobile tracking and sophisticated customer loyalty programs, together with a digitally-enabled tenant relationship management program, were critical to the successful repositioning of the asset. A tenancy clustering strategy creating specific precincts within the centre saw the introduction of flagship brands including New Balance, Vision Express, Boss, Lush, Hugo, Candy Pop, Popeyes, W.Kruk, E.Wedel, Tous and Costa. 173 new lease agreements have been signed over the last five years.

RETAIL ASSET OPTIMISATION FOR TOMORROW

CUSHMAN & WAKEFIELD

Asset Services provided by Cushman & Wakefield

39

40