The ink is dry on the lease and a retail brand is now part of a community of stores, located in a community of potential customers. Depending on the outlet center, its target demographic may be anywhere from the surrounding 30-mile perimeter to the globe!
The very nature of retail demands that brands set themselves apart in a crowded marketplace by offering a unique product to shoppers. Assimilation into a larger product - the shopping center - and its efforts to drive footfall, doesn’t come naturally. In fact, quite the opposite, brands are typically focused on driving traffic solely into their store. Nevertheless, retailers in outlet centers can benefit greatly by participating in the developer’s marketing efforts to drive overall traffic and sales. And, vice versa, savvy developers that work with brands to ensure each one’s success will ultimately do the same for the shopping center as a whole. Easier said than done. How do retailers and developers collaborate to collectively drive center traffic and harness the spending power of shoppers, while highlighting the distinction of each brand?