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ePaper created 2015-05-08, 10:57:20 | version 1.38.0
11ANNUAL REPORT 2014 Deutsche EuroShop SHOPPING od solutions seniors or, in particular, those of the future. They are generating much of the growth in this market segment, and their decision to buy online or visit a traditional shop will depend on what is offered. This means that retail proper- ties may no longer present them- selves as a place to make a quick purchase but as a destination that offers an experience and where people are happy to spend their free time. Tobias Just describes this in terms of the “coffeehouse concept”. “Retail property opera- tors have to bring the idea of the shopping trip back to the fore,” he says. High-quality eateries instead of the traditional food courts would be a solution in terms of what the elderly want and need. However, as real estate assets have always been viewed as long- term investments, the market is already adapting to the slowly changing environment: “We are already seeing more and more companies and retailers reacting to an ageing customer base,” says Iris Schöberl, Chair of the Com- mercial and Municipal Committee at the German Property Federa- tion (Zentraler Immobilien Aus- chuss, ZIA). Here, shopping cent- ers in particular are setting a good However, despite all the proposed solutions and investments, Iris Schöber says: “Generally, there is no magic bullet when it comes to dealing with demographic change.” And Tobias Just, too, be- lieves that there is more than one example by offering customers the possibility of having all their purchases delivered promptly to their homes. Shopping center project de- velopers, too, are already looking at trends so that they can adapt their own work to the changed environment. One such devel- oper says it is keeping a close eye on the way things are going and has carried out a number of con- sumer surveys. It underlines the point that the centers are a place for consumers and that they must therefore be right for the particu- lar region and its inhabitants. Another project developer asserts that a successful shop- ping center is a living entity that is constantly evolving as it adapts to changes in the market and its customer profiles. This includes consumer behaviour and the de- mographic profile, according to the developer. Consequently, the developer is continually monitor- ing both the market and consum- er trends. Mall tracking and geo- tracking are used as analysis tools for this purpose. The conclusion that managers in the project development indus- try have come to is that conveni- ence shopping is right at the top of answer. “A lot of people in many different companies will find a so- lution.” C customers’ wish lists. For instance, people attach importance to ser- vice and eco brands, and would like to see a wider range of sports and leisure facilities, such as gyms. In addition, the ZIA is seeing that retailers rely on the support of politicians and local authori- ties – not only with regard to lo- cal supply but also with regard to product line licensing, special use permits for public spaces and shop opening times. “Only when all of these aspects are tailored to cus- tomers’ needs will retailers be able to run their shops profitably in these regions,” says Iris Schöberl. Michael Reink, too, sees local authorities as important partners. While real estate property opera- tors can design their own spaces, when it comes to public spaces, their hands are tied. This is where political and administrative inter- vention is needed. Both Reink and economist Tobias Just believe that the Ger- man retail property sector still has some ground to make up. When existing shopping centers are ren- ovated and new ones are built, the question that will inevitably have to be asked is how they can be made generation friendly and barrier free. Mo - Sa 9.30 bis 20 Uhr geöffnet Das ist ganz einfach mit der Shoppinglust: Gib ihr nach. by David Huth Age structure of the population in Germany 2013 based on the 2011 census, in thousands of people © Federal Statistical Office, Wiesbaden 2014 Age in years 800 600 400 200 0 0 200 400 600 800 100 90 80 70 60 50 40 30 20 10 0 80060040020000200400600800