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ePaper created 2015-05-08, 10:57:20 | version 1.38.0
23Deutsche EuroShopANNUAL REPORT 2014 CENTER ICHICH WEISS,WEISS, WO DIEWO DIE TRENDSTRENDS SIND.SIND.Offline shopping is and will remain strong availability of merchandise. It is not for noth- ing that more and more online retailers who used to conduct all of their business online are learning that pure branding mostly takes place offline and that direct and personal contact to customers is often the prerequisite for subse- quent online purchases. We are responding to the challenges of online retail by integrating various digital ser- vices into our centers. These include apps and a strong network of social media services for every individual center. C We want to bring together the best of both worlds in our centers, offline and online, and showcase the strengths of our tenants. At- mosphere, services, fitting rooms, immediate Retail has always involved change. And the Internet has without doubt accelerated the pace of this process in recent years. A strong community events and promotions dealing with a whole range of topics offer visitors new experiences and insights. Local associations and municipal authorities are also involved in the plans and are given the opportunity to represent themselves in the center. The lavish center decorations for the Easter and Christmas periods are among the projects handled by the marketing associations. Another important area of the work is co- ordinating coherent advertising activity for the center as a whole as well as editing a center newspaper, which is distributed as an insert in regional daily newspapers in the catchment area and provides readers with regular and profes- sional updates on events and news relating to the center. Radio advertising, adverts on and inside local public transport, and illuminated advertising posters ensure that the advertising measures reach a large audience for the shared location. C All centers have Service Points manned by friendly staff who can answer any ques- tions about the center. For example, gift vouch- ers can be purchased at the Service Point and many of our centers also offer the ability to hire pushchairs. Customers can feel safe at all times thanks to the deployment of discreet security personnel. Baby changing rooms, customer toi- lets and cash machines complete the services. It goes without saying that the centers are al- ways clean. Every one of our tenants is automatically also a member of the marketing association of the center in question. This means that each ten- ant pays a share of the center’s marketing costs and can play an active role in the marketing strategy committee. The marketing association plans events together with the center manage- ment making the shopping center into a lively marketplace: fashion shows, art exhibitions, country-themed weeks and informational In the center itself, the focus is always on service.