Upload
malcolm-allan
View
100
Download
0
Tags:
Embed Size (px)
Citation preview
The Power of Experience Retail
as a Tourist Attractor
How well-planned and innovative retail development can help places become more successful tourist destinations
For more information visit www.placematters.co
The power of experience retail as a tourist attractor?Structure of Presentation 1. What is “experience retail”?
2. The relevance of experience retail 3. Case Studies:
• London’s West End• Milan• Dubai
4. Lessons for application to tourism development
What is “experience retail”?
Experience retail is shopping-led entertainment • Reflecting shopping now being more of a leisure activity…• More about fun and entertaining experiences…• To be combined with other leisure/recreation activities…• Conveniently found in one place, attractive and accessible• Responding to increasing consumer time pressures and demands• Responding to tourist needs and wants• Helping to make more places destinations of choice
ER places are destinations with a mix of attractors and experiences driving footfall & spend A mix of activity attractors + retail attractors = increased and
sustained footfall
It’s recognising shopping as a form of entertainment
With a complementary mix of attractors and lifestyle experiences
With a day and evening offer
Where people want to stay over to experience the full offer
With a constantly evolving offer to keep them coming back
ER destinations have an….. Innovative mix of attractors and uses The mix of shops Food and beverage mix Leisure and entertainment mix Culture and heritage mix Hotels and accommodation Offices and Residential Parking and transport
An innovative mix of attractors to increase footfall, dwell time and spend
International brands plus independent/authentic/local retailers
Specialist cinemas
Leisure and sports facilities
Museums and Exhibitions
Art Galleries
Concert Halls
Performance spaces in the public realm
ER destinations have….
The offer in ER destinations includes events to attract footfall:
Art demonstrations and creation
Dance events – in store and in public realm
Fashion shows
Activities like cooking school demonstrations related to
restaurants
Music theatre and dance
Cultural events
The service in ER destinations has to be great Connecting online to welcoming the person before arrival
Collecting deep knowledge about customers
Employing staff who truly know their products & services
Creating merchandising schools and training courses
Providing value added services; e.g.
-Child care
-Valet parking, fashion advisers, interior designers
- Purchase collection
Marketing ER destinations is all about the experience
Sense Marketing – create sensory experiences - sight, sound, taste,
smell & aesthetic pleasure Identification of development mix
Feel Marketing – to positively affect, stimulate and bond
Think Marketing – to surprise, intrigue and provoke
Act Marketing – to alter lifestyle, new interactions
Relate Marketing – to take beyond current reality and experiences and create new associations
The relevance of experience retail destinations to tourism development
Complements and expands the menu of attractions
Helps to attract, increase and maintain footfall
Increases overall spend
Improves viability of places as destinations
Increases attractiveness of places as destinations
Helps to distinguish places as destinations
Expands the market for destinations
Experience retail destinationsCase Studies
Milan – An unplanned – naturally evolving - retail and cultural destination that is a tourist magnet
London’s West End – An unplanned retail and entertainment destination beingplanned anew as a tourist magnet
Dubai – A more planned retail destination
Case Study – The “Quadrilatero” Milan Fashion District
Adjacent to the historic centre with its Duomo and La Scala Milan
Centre’d on Via Montenapoleone close to historic centre
A concentration of world class fashion brands, many based there
Complemented by specialist and authentic local shops
Balanced by a sophisticated and local F&B offer
With art galleries and classical gardens
In an environment of neo classical residences and fine architecture
A place to live and create as well as shop and visit
Case Study – Milan – Key Characteristics
Well designed shop fronts that respect building heritage
A place to live and work as well as enjoy, shop and visit
A place that’s vibrant and alive with residents and workers
A good mix of retail, F&B, cultural, artistic and heritage attractors
A place that feels local, authentic and international
A complement to the historic core that expands its market
Case Study – London’s “New” West End Focused on Regent St, Oxford St and Bond St in central London Premier retail offer adjacent to major tourist attractions In 2008 25% of 200 million visitors were tourists 2008 - “New West End Company” (PPP) created to improve the offer Short term objective to capture Olympic spend in 2012 Medium term objective to capture more domestic and tourist spend Longer term objective to help maintain London as a major destination 2009 – Locum Consulting appointed to create strategy for improvement
London’s West End ER offer – key challenges
Bringing retailers together to agree and fund a development strategy Create a more distinctive sense of place Moving major retailers and attractors around the area to create distinctive offer areas Achieving a mix of international and national brands Balancing big brands with authentic local shops Capitalising on Bond Street Upgrading the tourist F&B offer Improving and extending the public realm Introducing more cultural and entertainment attractors Creating integrated shopping, culture, heritage and entertainment offers Retaining local independent food and beverage
London’s “New” West End – Strategic Proposals
Create international retail “flagship” areas with distinctive mixes
Sub divide flagship areas into distinctive offer destinations
Renew and improve the quality of street furniture
Remove the “red wall” of buses on Oxford Street
Increase pavement restaurant space and the quality of the F&B offer
Create piazza style civic spaces with attractor events
Improve architecture and create recognisable gateways to the area
Better communicate the area’s offer and events
Case Study – Dubai – City of shops plus entertainment
The new shopping city of the Middle East reducing dependence on oil
as a major source of national wealth
Where retail is the attractor for F&B and entertainment provision
Where shops and entertainment are often all under one roof
Where shopping complements the beach and hotel
Where malls have become a place of congregation (to escape the heat)
Where retail is celebrated in festivals that attract shoppers from the
region and farther afield – food, fashion, jewelry, ice sports
Dubai Retail Offer – Eight major malls
Dubai Festival city – 2.8 msqft/600 big brand shops
Deira City Centre – specialist and authentic goods
Burjuman – international designer brands
Madinat Jumeirah – recreated middle east marketplace
Ibn Matuta Mall – six historically themed pavillions
Wafi City – F&B, jewelry, culture, meeting places
Mall of the Emirates – 400 shops and 6 major department stores
Mercato – 90 restaurants, cafes and shops
Dubai’s ER offer - Reflections
The architecture is adventurous but the retail offer
has a predictable sameness Experience attractions (like ski-runs and imitation
souks) are the key differentiators between the malls Retail acts as an attractor where few others exist Retail offers a complement to the beach and hotel Retail brings the offer of London and Milan to the
expat and local citizen alike An aspirational international outlook market exists
that supports global brands Dubai is not a model for established cities and tourist
destinations but elements may be relevant for new
tourist resorts; e.g. the recreation of the Souk
and traditional restaurants
ER – Key lessons from case studies
Be clear on the brand offer - the experience! The mix of attractors and experiences is key Balance international retail brands with local ones Balance shops with cultural and entertainment
attractors Integrate and connect attractors within the
destination and to it Events attract and differentiate the destination Market the experience not just the provision Architecture and high quality public realm and
landscaping are important – think about “the finish” Preserve existing high quality environments Public/private partnership working is vital
Creating ER Destinations – Conclusions for Tourism Development
Traditional retail by itself is a limited attractor
ER requires a strong mix of attractors
ER requires careful and detailed planning of the mix
ER requires close working with retailers and operators
of attractions – realising the mix of the offer
Integrated operations are essential e.g. opening hours
Integrated marketing is essential - shop/see/play/stay
Good public transport access is important
Good signage and telecommunications are important
ER changes the nature of a destination
ER expands the market of a destination
ER can make a destination more viable
Our Team
For consultancy advice contact:
Malcolm Allan [email protected]: +44 1342 829 012Mobile: +44 7803 356 310
Twitter: @MalkyAllanBlog: Malcolmallan-placebrander.blogspot.co.uk
More Information