Shopping centres in city centre locations

A shopping centre should never stay still and must constantly evolve if it is to remain interesting for its customers. A good retail blend is essential to footfall and must be well chosen. The general rule is to aim to achieve a successful mix of strong footfall generators and brands which are smaller but also more specialised, catering for a high-value niche market. It should also be borne in mind that different things work in different locations. It is necessary to know how to plan appropriately for a site and which concepts can be executed in which centres. Small-scale retail simply operates by different rules. And shopping centres must also change regularly and further evolve, for example in areas such as lighting technology, colours and design. However, it is essential that the tenants assume responsibility here as well as the shopping centres: nothing must be left to become stale.

Regular store revamps and upgrades are also essential in order to deal with new and existing concepts in the immediate supply environment and to get fit. Innovative ideas should help to retain the loyalty of existing customers and also pique the interest of new ones. The combination of traditional brands and modernity, along with style and atmosphere, fosters differentiation. Every trader must also constantly monitor rivals and the market backdrop, however, in order to remain competitive.

Success through employee training

Every company requires professionally trained employees. They have direct contact with customers and therefore leave an enduring impression of the company. This process begins with the reception of the customer, continues via all kinds of sales discussions and ends with the impression that the customer departs the store with once the transaction has been completed. Employee training programmes help centres and traders to act professionally.

Such programmes should offer a range of development and training modules for employees (e.g. sales and advice, complaint and conflict management). These investments pay off because well trained staff not only improves quality and service but also drives up sales. For only satisfied customers return, give the shop operators the opportunity to present themselves in the best possible light and thus ensure continuity. The customer wants to be listened to and advised or otherwise to be left completely alone to reach his/her purchase decision. The sales assistant must be able to quickly recognise the customer‘s needs and make an appropriate assessment of the situation.


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