SHOPPING www.skivak.pl CENTERS TREND BOOK 2019 Poles love shopping. They visit shopping malls even several times a month.

To buy? Not only. They also look and experience. What does the shopping center market look like at the beginning of 2019? How in the last years have the consumers changed? One thing is certain: the customers experience and emotions should be in the TABLE OF spotlight. Active on the market for 10 years, we study trends and analyze the consumers. We tell stories and build brand communication. Why shopping malls? Because here, in our opinion, will happen a lot. The situation is changing in front of our eyes, but the true revolution is still ahead of us. CONTENTS

1. MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 4

2. TRENDS. SHOPPING CENTER MARKET 14

3. CHANGES IN THE CUSTOMER BEHAVIOUR. CUSTOMER EXPERIENCE 24

4. CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 28

We live in an interesting reality. 4. UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 34 If you want to go with the times, you also have to be interesting. 5. ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 56 And this is not easy at all.

The report we have prepared is a summary of the 6. TRENDS. CONTENT MARKETING 68 changes that we all have opportunity to observe, but also - a comparison of the most interesting 7. TRENDS. COMMUNICATION 74 trends and solutions that will certainly affect the way of reaching to and communicating with the client. The research part concerning shop- ping malls on the Internet have been designed in cooperation with Sotrender and SentiOne.

SKIVAK Team 2 MARKET ANALYSIS From the analysis of the CBRE report examining commercial real Paweł Hałabuda, SKIVAK expert estate industry in Poland, it appears that the shopping center market in our country is slowly saturating. In 2018, 430.000 sq m of shopping centers was opened, with the falling PROS dynamics of growth. On the one hand, the prospects for the industry are quite promising. On the other - the sector + % will have to face several challenges. 4 The shopping center market in Poland is slowly getting sat- urated- in the years 2014-2018 PECTS the supply grew by 4% annually in comparison to 8% per annum in the years 2009-2013.

The cities with the highest space saturation with the commercial FOR THE space are Poznań, Gdańsk and Lublin. Thanks to the new investments, the supply in 2018 amounted to 430 000 sq m.

In Poland, the modern commercial space is mainly created in the 8 larg- INDU est agglomerations. Warsaw domi- nates among them, where there are currently 47 objects with a total area THE LARGEST CITIES of 1.5 mln sq m (there is 598 sq m per DOMINATE- AS MUCH AS 1000 inhabitants). There are also the highest rents- the rental of prem- 66% OF THE NEW SUPPLY ises with an area of 100-150 sq m STRY HAS BEEN ESTABLISHED in the best locations can cost even IN THE 8 LARGEST 115-120 EUR/ sq m a month. AGLOMERATIONS.

Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 4 MARKET ANALYSIS

IN COMPARISON TO THE WESTERN EUROPE, POLAND IN 2018, Opened in 2018, Forum Gdańsk STILLS IN THE 7TH POSITIONS WITH REGARD 21 NEW SHOPPING (62,000 sq m) perfectly fits into new TO THE NUMBER OF MODERN COMMERCIAL OBJECTS. CENTER OBJECTS consumer trends and expectations. WERE BUILT The facility combines a modern ur- AND 15 ban space with a place for shopping, WERE ENLARGED. entertainment and recreation.

The first place belongs to Great Britain Due to the growing competition - new with more than 1,500 facilities and shopping centers that are opening, France, which has more than 1,200. tailored to the customers’ expectations The most shopping centers function - many branches already present on the subsequently in Italy, Germany, Spain market for a long time face the need for and the Netherlands. significant modernization. +21 Of the 15 largest shopping centers, up to 5 are located in Great Britain, including Trafford Center (Manchester) and Liverpool ONE. Currently, the situation of shopping centers is stable, which results, for Experts believe that in the case of example, in their ability to secure European shopping centers, the de- commercial space contracts. The sector has to face several challenges mand will remain unchanged. However, that may affect its turnover: the turn of consumers towards the so- Out of 420 buildings, the vacancy rate called fast fashion is relevant, shop- in shopping malls is currently only 5%, The growing popularity of shopping ping centers will therefore look for with the lowest in Warsaw, Wrocław streets: not only restaurants, but also balance between luxury and premium and Szczecin (around 3%), and the some brands will want to be closer brands and a more affordable offer. highest in Upper Silesia (around 6%). to consumers.

Despite the falling number of new The growing importance of e-commerce facilities and the expansion of exist- and mobile commerce channels: users ing ones, new investments are still are more likely to buy online. planned, but the growth rate has fall- en by half - 4% annually in 2014-2018 The creation of projects with mixed compared to 8% annually in 2009-2013. office-service-commercial functions.

Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 6 MARKET ANALYSIS Atrium Targówek and Centrum Janki in Warsaw, and the Platan shopping MAŁGORZATA centre in Zabrze. Smaller cities with lower shopping centre density rates, weaker market competition and a very high purchasing potential are seeing DZIUBIŃSKA smaller convenience retail develop- ments targeted at local consumers. 4% Eight such shopping centres meas- ASSOCIATE DIRECTOR, CONSULTING uring between 5,000 sq m and 11,000 AND RESEARCH, CUSHMAN & WAKEFIELD sq m were developed in 2018. Together with extensions, approximately 20% of new shopping centre supply in 2018 was delivered in smaller cities.

The Polish shopping centre market is mature with shopping centre den- sity remaining high in some cities. Poland’s average shopping centre density is approximately 280 sq m 3,2% THE POLISH per 1,000 inhabitants, still below the INVESTMENTS SHOPPING average for Western European coun- AND EXTENSIONS In 2018, developer activity focused CENTRE MAR- tries standing at approximately 330 Shopping centres continue to on both the largest cities, small- sq m per 1,000 inhabitants. It is worth dominate the Polish retail market, er cities and towns with a popula- KET IS MATURE noting, however, that Polish retail is accounting for nearly 75% of the na- tion below 100,000. Large urban WITH SHOPPING centred almost entirely on shopping tion’s total retail stock. At the end areas mostly saw completions of CENTRE DENSITY centres with a dearth of high street of 2018, Poland had 460 shopping medium-sized and large shopping REMAINING HIGH retail. By contrast, high street retail At the end of 2018, the average vacancy rate for centres totalling almost 11 million and entertainment centres, includ- in Western European cities is strong Poland’s eighteen biggest cities remained at a low sq m of floorspace. Last year, more ing Forum Gdańsk (62,000 sq m) in IN SOME CITIES and shopping centres very often com- of 3.1%. Vacancy rates, however, vary considerably than 270,000 sq m was delivered in the Tricity Agglomeration, Galeria plement high street offers. by shopping centre and strongly depend on the this format. Of that total, 85% was Libero (45,000 sq m) and Gemini Park attractiveness of a retail offer. Many leading retail completed in 12 new shopping cen- Tychy (36,600 sq m) in the Katowice schemes with a variety of retail, service, entertain- tres while the remaining portion of Agglomeration and Nowa Stacja ment and F&B options have no vacant space and the new supply came onto the mar- Pruszków (27,000 sq m) in the Warsaw premises vacated by tenants are quickly taken over ket through extensions of existing Agglomeration. In addition, increas- VACANCY RATES, HOWEV- by new brands. By contrast, shopping centres with schemes. Alongside upgrades and ingly popular mixed-use schemes ER, VARY CONSIDERABLY high vacancy rates are those where nothing has been redevelopments, this is one of key such as Centrum Praskie Koneser in done in the last six months to improve their appeal market trends in Poland, resulting Warsaw are being opened in phas- BY SHOPPING CENTRE or adapt their offer to a customer profile. This has from the ageing stock, changing cus- es. Several existing shopping cen- AND STRONGLY DEPEND an adverse effect on a shopping centre’s image in tomer expectations and ever strong- tres have been extended, including ON THE ATTRACTIVENESS the eyes of customers and results in lower footfall er competition. Atrium Promenada, Atrium Reduta, OF A RETAIL OFFER and sales, and more vacant space.

Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 8 MARKET ANALYSIS The pace of new shopping THE INTRODUCTION E-commerce is also expanding at centre growth is gradually a rapid pace. All market players OF SUNDAY TRADING are beginning to see more and slowing, which led to a 20% RESTRICTIONS WAS more benefits of both online and decrease in retail supply in ONE OF LAST YEAR’S offline platforms becoming inter- MARKET HIGHLIGHTS. twined and complementing each 2018 compared to the previ- other. The division of consumers ous year’s level. into online and offline shoppers is largely irrelevant as they are very often the same consumers. THE INDUSTRY SLOWS DOWN The rise of multichannel retailing More than 360,000 sq m of shopping and brand new concepts is only centre space is currently under con- natural in the modern technolog- struction or has a valid building permit; ically advanced world and helps approximately 270,000 sq m of that increase customer loyalty. total is expected to be handed over by the end of this year. The largest retail ECONOMIC SITUATION scheme underway is Warsaw’s Galeria The introduction of Sunday trading re- Młociny (more than 70,000 sq m), which strictions was one of last year’s market is scheduled for delivery in April 2019. highlights. During the first ten months Many shopping centre managers and THE GROWING ROLE of the new regulations in force, average landlords are intensifying their ef- OF FOOD COURTS shopping centre footfall was down by forts to adapt their offers to growing Eating out is not only an alternative 6% and turnover fell by 2-3% compared and changing expectations of Polish to eating in, it has become a leisure with the same period a year earlier. High consumers, reflecting an overall trend activity to be enjoyed with family household consumption, which remains also seen in other countries. Today, and friends. What leading fast-food the key driver behind Poland’s economic a considerable part of our life is spent restaurants offer is not enough and growth, substantially mitigated the ad- in the virtual realm and interperson- shopping centres are beginning to verse effects of the Sunday trading ban. al contacts are increasingly centred feature good-quality restaurants around emails, text messages, chats with waiter service and new F&B 6% Poland boasts strong economic fun- and video conversations. As consum- concepts that go far beyond tradi- damentals, thereby attracting global ers operate both online and offline, tional food courts. New dining zones brands. Approximately 30 new brands product and destination strategies were completed in 2018 at Atrium chose to expand into the Polish retail should be tailored for both the real Promenada, Lublin Plaza and several market in 2018. The Irish fashion retailer world and the virtual reality. Shopping other shopping centres. A new din- Primark has also announced its entry centres are spaces where to build ing concept is also being developed into Poland and the opening of its first customer-brand relationships, and at Galeria Młociny, which is currently Polish store at Galeria Młociny in Warsaw which are perfect meeting venues. under construction.. 2-3% this spring. Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 10 MARKET ANALYSIS Paradoxically, despite the widespread belief that retail is far from being PAWEŁ the most sought-after sector by inves- tors, 2018 was the second-best year in PARTYKA the history of the Polish investment market in terms of the retail invest- ASSOCIATE, DEPARTMENT ment volume. OF CAPITAL MARKETS, CUSHMAN & WAKEFIELD The years 2019-2020 are set to be a very ARE THE YEARS good time for retail investments. Whilst THE YEARS 2019-2020 2019-2020 A GOOD the downward trend in retail rates of ARE SET TO BE TIME TO INVEST? return has slowed, office and logistics A VERY GOOD TIME yields have compressed considerably. Opportunities to acquire prime retail FOR RETAIL assets at lower prices than 12 months INVESTMENTS ago will therefore exist, but retail yields in Poland are still likely to move in further and to return to their long-term trend In 2018, many players on the Polish compared with other sector yields. market asked themselves about the future of traditional retailing in the The above is naturally a simplistic state- face of the growing importance of ment, because prices of some properties e-commerce. in larger agglomerations or with long- term leases are setting new records. News from the US market - including the acquisition by Brookfield, the larg- In addition, the market has absorbed est real estate management fund in the Sunday trading ban introduced in the world, of GGP, the second largest 2018. The implications for retail sales owner of shopping centres in the US and footfall for shopping centres have for around $ 15 billion - makes us be- already been taken on board, so the lieve that greater optimism regarding uncertainty that accompanied that the shopping centre sector will per- topic in 2018 has become quantifiable meate to other markets. - a fact which should positively affect investment decisions.

Table of contents / MARKET ANALYSIS. PROSPECTS FOR THE INDUSTRY 12 TRENDS

Expanding shopping functions with entertainment and places to spend time for families and Paweł Hałabuda, SKIVAK expert friends will be more and more noticeable. Although today there are already many centers with such facilities, this trend SHOPPING will become even stronger.

MOST NEW INVESTMENTS CENTERS WILL BE BASED ON THE EXPANDING OF EXISTING CENTERS WITH NEW FUNCTIONS.

Shopping centers cease to be only MARKET points of sale and purchase, changing into places for meetings, engaging customers, influencing them with incentives that cannot be replicated online. Looking at the digital transfor- mation of commerce and the growing According to research from Neurohom in 2017, importance of e-commerce channels, for 88% of respondents, the ideal shopping center shopping centers do not lose their is one that boosts their mood. Most shopping importance, but they must redefine center managers are well aware of this. What other the services provided to recipients, aspects will be important in the context of changing paying more attention to building customer expectations? their engagement.

Table of contents / TRENDS. SHOPPING CENTER MARKET 14 TRENDS Experts from A.T. Kearney em- phasizes that shopping centers of the future are primarily meet- ing places to engage the commu- Suburban retail parks will also nities around them. They will focus on creating an offer that be focused on creating a proper atmosphere conducive to creating encourages visitors simply to and maintaining a relationship that The importance of the shopping spend time by including in their will strengthen the bond between center offer: restaurant, fitness, the brand and the consumer in- cinema and entertainment will in- offer amusement parks, multi- stead of directly focus on sales. crease. We will observe an increase plexes, playgrounds, parks and in the percentage share of tenants in this sector. gastronomic spaces. Shopping This can be seen today in the centers will in turn invite brands award-winning European investments. The Austrian Weberzeile center Although the centers are still focused also offers more than just sales. previously associated with sub- on their commercial offer, the sales The impressive glass roof provides urban trade, e.g. car dealerships. environment is also important. access to sunlight, the art gallery presents works of local and regional Located in Bordeaux, the small artists, and the youngest can spend Promenade Sainte-Catherine is an time on the largest indoor playground open space that blends in with the in the region. historical part of the city. It combines modern technologies, access to a mo- bile application and a LED screen with THE BORDER BLURS materials that harmonize well with the BETWEEN SHOPPING CENTERS surroundings and refer to the region. AND SUBURBAN RETAIL PARKS Terraces, greenery and fountains are conducive to meetings, above all at- tracting consumers who are willing to spend their free time here. CASE STUDIES An equally interesting trend develop- ing in European cities is the combina- tion of galleries and suburban retail ART GALLERIES DESTINATION 2028 parks. Although historically shopping centers in Western Europe were built Shopping centers also today focus In their vision for the coming years, the leading group of in cities, focusing on accessibility for on their cultural offer. Stary Browar Westfield shopping centers draws a picture of the future residents, now they are also being in Poznan or the mentioned Austrian shopping galleries. They will be more of a microcities than built in the suburbs, expanding their Weberzeile run separate exhibition ar- the shopping space as we know it, offering a place to relax, offer. Wrocław's Galeria Bielany fits in eas in which both world and local works gardens or personalized messages thanks to AI. The group will this trend, combining shops, cinema of art can be seen. introduce the first such solution in London's Westfield Square. and restaurants.

Table of contents / TRENDS. SHOPPING CENTER MARKET 16 TRENDS Accessibility is extremely im- MIXED-USE More and more centers will be turn- portant for European shopping SPACE- INCREASE ing into places not only for shopping, centers. Providing proper access IN IMPORTANCE by car, public transport or bicycle including office space, hotels, restau- is the plan of every investment. rants in place of fast food chains, and even apartments and access to art.

This can be seen both in Poznań's Western Europe is already a saturated Due to the saturation of commercial areas and the high Galeria Posnania, where they built market in terms of retail space, and al- density of urban agglomerations, new investments are new bicycle paths and bicycle parking though it still shows an upward trend, less and less frequent, including large shopping centers. spaces, and in the Ukrainian Forum it is lower than in Eastern Europe. Investors more often opt for mixed-use buildings that Lviv gallery. Today, 68% of the total area of shop- combine commercial, business, restaurant, hotel and even ping centers is located in the West of residential functions. Large shopping centers are being built Europe. in the suburbs, combining their func- Also in Poland, more and more mixed investments will be tions with retail parks. The centers The development of shopping centers created, in which the commercial space will be only a part. will slowly move from the dominant in the West is mainly related to the These include ArtN, EC Powiśle, Browary Warszawskie, sales model based on shops to ser- growth of the population of the larg- Bohema, Centrum Praskie Koneser. The latter was estab- vices that favor spending time and est agglomerations. A good example lished on the site of the former Warszawska Wytwórnia building relationships: multiplexes, is the Norwegian market. Despite the Wódek "Koneser". In addition to entertainment, office and gastronomy, fitness centers, swim- highest saturation with shopping residential spaces, there are fashion stores, boutiques and ming pools, playgrounds etc. centers in Europe (921 sq m per 1000 numerous cafes.Both the Centrum Praskie Koneser and the inhabitants), new investments are mentioned Browary Warszawskie or Elektrownia Powiśle dis- still taking place there. tinguish the prosocial aspect from other mixed-use facilities. These objects are easier to fit into the atmosphere and the tissue of the city by organizing cultural and entertainment events in their area.

CASE STUDIES CASE STUDIES

POLYGONE RIVIERA MAR SHOPPING ALGARVE GELDERLANDPLEIN CITY LIFE Established in Cagnes-sur-Mer Riviera, MAR Shopping Algarve - an investment carried out by An example of mixed-use investment is the The investment in Milan, the completion of which housing a multiplex, casino, theater, Inter IKEA is being developed in the Algarve in Portugal. ICSC European Shopping Center Awards, lo- is planned for 2019, is a combination of commer- huge playground and minizoo, it is The planned center will connect the Swedish brand shop cated in Amsterdam, in the medium-sized cial, gastronomic and service space as well as res- a huge center located on the out- with a seating and shopping zone. This will create a shop- Gelderlandplein center. It houses offices, ho- idences. On the area of over 314,000 sq m there will skirts of the city. Here the boundary ping space oriented around one brand, characteristic for tels and residences for consumers by offering also be a museum of contemporary art and a park. between the park and the shopping suburban retail parks, but it will also include an offer typ- a hypermarket and stores combining well- The project is run by world-renowned designers: center is blurred. ical of shopping centers. known brands as well as local entrepreneurs. Zaha Hadid, Arata Isozaki and Daniel Libeskind.

Table of contents / TRENDS. SHOPPING CENTER MARKET 18 TRENDS The combination of technological novelties with the physical world also gives the opportunity to pres- Consumers are still looking for ex- ent products in a manner that is not periences that they will not find on- available online, while maintaining a personalized message that e-com- line. Shopping centers will develop, merce offers. What allows it, among offering a showroom space or focus- others, are beacons- radio transmit- ters placed in various parts of the CASE STUDIES ing on VR or AR experiences, gami- store. Depending on what the client fication on mobile platforms, events, looks at, he can immediately receive notifications about the product or see THE ARCHIVES OF AR as well as becoming a meeting place its presentation on the ads placed Clothing brands have successfully that integrates local communities. in the store. adapted AR to create a virtual fitting room. Examples are Timberland and An important function of e-com- Topshop, using Kinect technology and merce channels, apart from their special mirrors that put the chosen online availability, is self-service. clothes on the reflection of the cus- For many modern consumers, it is tomers looking at them. increasingly important to be able to choose products and finalize trans- actions in the most convenient way MODERN SHOE STORE E-COMMERCE DOESN’T for them. Can you transfer this The eobuwie.pl brand has opened a sa- STOP THE GROWTH OF experience to traditional centers? lon in Poznan's Posnania, which chang- SHOPPING CENTERS. To some extent, the answer are es the way we buy shoes. Instead of self-service shops, where you can a standard exposure, several dozen examine things in their real shape tablets are available, where custom- before buying them, retaining a great ers choose their product, and after Retail chains are learning to use deal of shopping freedom. accepting they receive a pair to try on new technologies. Online trading from the warehouse. not only does not distract con- Additional forms of strengthening sumers from shopping centers, sales in physical stores using new but also gives new analytical tools, technologies is the use of virtual (VR) SHOPS WITHOUT SERVICE which allows for better adjustment or extended (AR) reality. An example The Poznań Bio Family Supermarket is of advertising campaigns. are shops where selected products an example of a shop that has com- can also be moved to any virtual space. pletely abandoned the employment A good example of the use of tech- of personnel, thanks to which it can nology is the intu Victoria Center in operate without interruptions, also Nottingham, which assesses the age on Sundays and holidays. Customers and sex of visitors by using the face not only choose the products them- recognition system to better target selves, but also finalize purchases at ads on screens. self-service checkouts.

Table of contents / TRENDS. SHOPPING CENTER MARKET 20 TRENDS

For the first time in the history of modern trade, so many generations actively participate in shopping: boomers, millenials and Z gen- eration, with the prospect of the Alpha generation joining in the next Due to the aging of societies with 20 years. This affects the need to di- the increasing activation of seniors, versify the offer. Examples of activi- it will also be important to adapt the space to their needs. This involves not ties undertaken for this purpose are only existing communication facili- numerous playgrounds for children, ties, such as elevators and ramps, but also taking into account the space for the development of new technolo- rest and stores offering products and gies and facilities for seniors. services for this group of consumers.

The center’s approach to serving the youngest will change in a similar way. WIĘKSZA Centers of entertainment and play- DYWERSYFIKACJA grounds are already being set up in ODBIORCÓW the shopping malls in Europe, which activate children and encourage whole families to spend their free time there. Another example is the award-winning Austrian Europark Salzburg - a large suburban shopping The return to locality is one of the no- center, despite its size being a place where you can ticeable directions that the millenni- buy organic products from local farmers. CASE STUDIES al generation is currently influencing. More and more often, it will be possible to find not only multinational corpo- FITNESS PO ZAKUPACH PLACES OF RESTING AND MEETINGS rations in shopping centers of every For customers who care about their shape, Due to the densification in the cities and the format, but also local brands and small shopping centers open up new spaces condu- aging of societies, shopping centers will also sellers, presenting themselves both cive to various forms of activity. In the Finnish be conducive to resting. The best example is in traditional stores and in the form REDI shopping center a climbing wall was cre- the shopping center and office space locat- of so-called pop-up stores. ated, and visitors to Iso Omena can take advan- ed in Osaka, Japan, on the roof of which there tage of the so-called Activity Park. is a huge garden.

Table of contents / TRENDS. SHOPPING CENTER MARKET 22 CHANGES IN THE CUSTOMER BEHAVIOUR WHAT ARE THE SOLUTIONS OFFERED BY THE STORES OF TOMORROW? The digitization of tradition- Emilia Seweryn, Project Manager, SKIVAK [email protected] al stores will continue to grow steadily due to the introduction of technological solutions that support sales: although fixed- line stores are developing slow- PURCHASES ARE er than e-commerce, they play A COMPLETELY NEW an important role in everyday EXPERIENCE FOR CUST consumer choices and shape THE CONSUMER the brand's experience. BECAUSE THEY WERE VERY SIMPLIFIED OMER AND DIGITALIZED.

One of the already implemented solutions are self-service checkouts. The are usually present in large grocery chains or drugstores, where queues EXPER are most often set up. In the future, thanks to the Internet of Things, the payment stage will be even more simplified. In a technology-packed store - like Amazon Go - the customer goes out without paying ... at the checkout! The buyer scans the QR code gen- erated in the previously downloaded application to which the card is attached, puts the things in the IENCE shopping cart and leaves the store, and the payment is charged from the account automatically.

Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. CUSTOMER EXPERIENCE 24 CHANGES IN THE CUSTOMER BEHAVIOUR Investments of the future - in which technologies will the seller invest until 2021 in order to improve Intelligent fitting rooms can Applications based on micro-carriers shopping experience? be a simplification — the sys- - beacons — help in informing incom- tem recognizes the label of ing customers about promotions, 87% in mobile points of any item in the fitting room and - like a lighthouse - they facil- sale - places to scan and with RFID, and the interactive itate locating, in this case, a spe- accept payments any- display on the touch screen cific product on the shelf. These where in the store; wall, for example on a smart possibilities were used by Galeria mirror, allows you to finalize Katowicka, implementing a mul- 86% in handheld comput- your purchase without wast- ti-tasking mobile application that ers with barcode scan- ing time and nerves in queues. combines a loyalty program, digital ners to read the price and ŻABKA IS ALREADY coupons for stores and restaurants availability of the product; and precise personal navigation on IMPLEMENTING a smartphone. 85% in tablets for SELF-SERVICE STORES more precise product WITH THE USE OF information; ARTIFICIAL INTELLIGENCE. Customers value fast and In contrast to technology there are 78% in self-service kiosks THEY HAVE SIGNED precise information about global consumer trends indicating that providing buyers with the A COOPERATION products — thanks to RFID ethical brands will be eagerly chosen. information on prices and AGREEMENT WITH AN technology - implemented More and more companies are building availability. AMERICAN START-UP in the British River Island their image as companies that care chain of stores, employees, about the environment and are social- (Source: Zebra - 2017 Retail Vision Study) AIFI. THE NEW SALE using portable label scan- ly responsible. Shops that will do it ad- CONCEPT IS TO ALLOW ners, can reliably respond equately will note an increase in sales, FOR KEEPING BUSINESS to customer inquiries in the which is why in 2019 more brands will OPEN 24 HOURS PER DAY store. The network of Zara invest in "moral marketing". clothing stores also uses (Source: Brandwatch, The Complete Marketer's Guide AND 7 DAYS PER WEEK. RFID. The information about to 2019) the availability of products This attitude is also associated with is up to date and the store one of the main consumer trends avoids shortages that could - Rethink Plastic: changing habits disappoint customers and aimed at avoiding plastics. discourage them from com- (Source: Mintel report - Global Consumer Trends 2019) % ing back. 86 (Source: IoT for the Consumer Goods and Retail Businesses: What are the benefits and where should one start?)

Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. CUSTOMER EXPERIENCE 26 CHANGES IN THE CUSTOMER BEHAVIOUR SHOPPING DECISIONS The constantly growing shopping trend associated with tablets and F-commerce is growing in smartphones is in turn seeking strength. Does this mean consumers' convenience, which is expressed not only in the possi- Paweł Hałabuda, SKIVAK expert that customers give up bility of quick (and without leaving

shopping at traditional home) shopping. ANOTHER INCREASE stores for online shopping? This comfort is also reflected in easier IN THE NUMBER How does the customer access to inspirations, trends, price OF BUYERS IN comparison websites, online catalogs PHYSICAL STORES journey look now? and reviews. What does this tell us about the contemporary consumer? IS CONNECTED According to the PwC report "Consumer Today he does not see the need to dis- WITH LOOKING HOW insights about habits and behavior tinguish the physical and online world. FOR SENSORY 2018", in which the data from the six pre- When shopping, he eagerly searches AND SOCIAL vious editions are summarized with the for products on the Internet, using latest results, 44% of the respondents the help of search engines, influenc- EXPERIENCES (this is more than in 2013) still shop in ers, blogs or official brand stores, traditional stores and after a slight de- while still visiting traditional stores. crease this result remains stable. The He consciously compares offers, and DO same study also shows a decrease in buys where it is more affordable. For the number of purchases made using brands, finalizing online shopping online desktops compared to 2013, an does not have to be a negative phe- increase in purchases through tab- nomenon. On the contrary, it gives lets (already 12%) and smartphones them the possibility to arrange stores (currently it is 17%). differently, for example by reducing the range and adding new solutions POLES What does this mean? After the un- that engage the consumer's senses. doubted fascination of consumers Sensory marketing, VR / AR, video or with online channels, promotions and virtual fitting rooms are just some easier shopping path, customers return of the possibilities. Physical stores to physical stores, where they can still will more and more often be respon- experience more than online stores sible for building and maintaining offer them. The authors of the afore- brand-to-consumer relationships by BUY? mentioned PwC report reached a similar delivering impressions not available conclusion, claiming that the increase on websites, but the final transac- in the number of buyers in traditional tions will be made on the network stores is related to the search for sen- - in this way, both sales channels sory and social experiences. will be combined.

Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 28 CHANGES IN THE CUSTOMER BEHAVIOUR 55.5% of sellers felt the increase in THE CHANGE POLES SPEND ON BROWSING sales. The conversion results, which is Recently, however, one can see the THE INTERNET ON AVERAGE the indicator responsible for the cus- IN SHOPPING desire to transform streets into pe- 2 HOURS 6 MINUTES DAILY. tomers who have gone through the en- destrian-friendly streets. Progressing tire sales stage: from product selection HABITS IS ALSO revitalizations (eg ongoing recon- IT IS 766,5 HOURS to purchase, were also higher. INFLUENCED BY struction of Święty Marcin Street in A YEAR (GEMIUS/PBI Poznań and Piotrkowska Street in SURVEY, FEBRUARY 2018) ECONOMIC SITUATION ADVERTISEMENTS Łódź) and limiting car traffic in the How does this situation affect shop- FOR WHICH city center are conducive to the cre- ping centers? It turns out that despite ation of new restaurant gardens and TRADE-FREE SUNDAYS the introduction of Sunday without EXPENDITURES the return of consumers to the former After initial concerns related to the trade, they enjoy more visits and retail shopping streets. introduction of trade-free Sundays, sales than a year ago when the ban did INCREASERD it turns out that the Poles have adapt- not apply. PropertyNews.pl states af- BY ALMOST ed quite quickly to the new situation, ter PRCH and EY that only in June this This trend is however used to a larger ex- according to Crédit Agricole experts. year the retail sales growth was 8.2% 9% IN 2018. tent by restaurants. In Warsaw itself, where Although in Q2 2018 the sales dynam- year-on-year, which is a significant the rents on the shopping streets are also ics decreased in traditional stores increase compared to the average of the highest in Poland, the restaurants lead affected by the ban, the situation is 2012-2017, amounting to 3.2%. BACK TO THE ROOTS- the way. According to the research compa- slowly returning to normal and sales THE RENAISSANCE OF ny CBRE, this type of points account for as decreases are currently lower, and ex- According to the experts from the TRADE STREETS? much as 35% of shopping street tenants in perts predict that ultimately this factor PRCH and EY report on the social and Although, undoubtedly, the stores the capital, while fashion stores are 28%, and will not be significant. economic importance of the develop- of international and luxury brands services only 10% of tenants. ment of retail chains in Poland, this are present on Polish shopping This is due to the fact that consum- is due to the good response of shop- streets, their share in comparison to This situation is re- ers have adapted to the restrictions ping centers to consumer expecta- dining venues is noticeably smaller. versed in Western associated with the new regulations tions. In this type of buildings there Companies are still deciding on prov- countries, where large and plan their purchases on other are more food courts, rest zones, and en formats, such as shopping centers brands and luxury days. Some consumers, on the other also various events are organized. and department stores, and recently brands use the po- hand, buy on the Internet on Sundays Thanks to that shopping centers are also mixed-use spaces. This is part- tential of commercial - this applies to, for example, consumer no longer just a shopping place, but ly due to spatial conditions - until streets. However, this electronics and household applianc- also an alternative to spending time recently Polish cities were modern- may also be due to es, whose sales dynamics in tradi- with family or friends. ized mainly for drivers, which made the density of cities in tional stores have dropped the most the streets less pedestrian-friendly, Western Europe that due to Sunday offs. As you can see, not only consumers, and trade gradually escaped to the hamper the emer- but also retail chains are gradually emerging shopping centers. gence of new facilities According to Traffictrends, mobile adapting to Sunday without trade. and the saturation channels gained especially at the be- Shopping centers enjoy growing popu- The second factor was the desire to of existing ones. ginning of changes, when retail sales larity and despite the slight decrease compete in the same space - so the in physical stores suffered the most. in total sales, they have been record- tenants decided on locations where During this period (Q2 2018) traffic in ing the highest increase in retail sales brands from the same segment al- online stores increased by 66% and for several years. ready had their branches.

Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 30 CHANGES IN THE CUSTOMER BEHAVIOUR SHOPPING STREETS CAN DEFINITELY BE A COMPETITIVE SPACE FOR TRADE AND SERVICES. Deloitte experts argue that to meet How can digital be used in practice? THE DYNAMIC DEVELOPMENT the demands of the today’s client, it is A good example is the eobuwie.pl OF RESTAURANTS ON SUCH better to focus on engagement, build- store opened in August 2018 in the STREETS AS NOWY ŚWIAT STREET ing relationships and facilitating the Posnania shopping center. It com- AND ZBAWICIEL SQUARE IN purchasing process. Online stores not bines the convenience of choosing an only offer quick and easy shopping, online product with on-site availability WARSAW PROVE THAT BOTH but they also help collect data about or a quick, free collection of bought THE LOCALS AND TOURISTS users, such as their preferences, to shoes at a traditional store. There WOULD LIKE TO USE SUCH OFFER. effectively use them in building sales are several dozen tablets available strategies, also in traditional depart- to customers, and the inspirations of ments. Retailers must understand available brands are displayed on the Together with the progressive revital- how to combine store and online of- screens. The store also has self-ser- ization of urban space and the resto- fers to ensure customer travel. vice kiosks where you can pick up the ration of pedestrian streets, we will order yourself. certainly see more investments of This is due to the fact that modern this type among the brands related clients use different channels before The example of the eobuwie.pl brand to trade and services. purchasing. They can simultaneously shows that it is possible to transform browse online inspirations and cata- a traditional shoe store into a mod- logs, eventually trying on and buy- It is important to maintain the ern, digitized store, where the ease of PHYSICAL STORE ing a product in a physical store, or relationship with the consum- choice and speed of service comple- IN A DIGITAL WAY make a decision by visiting stores in er and his willingness to buy, ment the possibility of picking up pur- As Deloitte experts state in the re- shopping centers while purchasing at which will end with sales. chases on-site at a traditional store. port Retail360 / Connected Stores. home, via the Internet. Transforming store fleet through tech- For this purpose, physical nology, modern stores have to com- stores can introduce elec- bine the advantages of traditional tronic devices that will enrich departments with available websites. or facilitate browsing offline Brands that choose to blur borders products in a traditional store, between online and offline reach more customers. In addition, the omnichan- offering different sensations nel consumers spend twice as much than other brands. on those who do shopping either in online stores or on-line.

Table of contents / CHANGES IN THE CUSTOMER BEHAVIOUR. HOW DO POLES BUY? 32 UNDER THE MAGNIFYING GLASS Changes in consumer behavior, the growing role of e-commerce and new WOJCIECH technologies, a completely new cus- tomer journey path - it seems that the shopping center industry is perfectly KNAWA prepared for all these challenges. What is the future for shopping centers in Poland? HEAD OF PROPERTY MANAGEMENT, From our perspective as the largest EPP BOARD owner of shopping centers in Poland, CHALL the country is undoubtedly one of the most attractive and potentially lucra- tive European markets.

This is due to the consistent growth in consumer spending as well as the ever-increasing role of shopping ENGES centers themselves. In Poland, unlike in many countries, shopping centers are seen not only as a place to shop, but a space where people are happy to spend their free time. In addition, the attractiveness of the domestic Polish shopping mall market is due to the fact FOR THE that there are virtually no high streets in Poland, so most purchases are made in shopping centers. The saturation of retail space is much smaller in Poland than in other Western European mar- kets so there is still room to grow as we meet the expectations of modern INDUSTRY consumers.

Is 2019-2020 a good time for investments? Definitely yes. Poland is one of the Changes in consumer behavior, the growing role most attractive investment desti- of e-commerce and new technologies, a com- nations in Europe, with GDP growth pletely new customer journey path - it seems that exceeding the average of the the shopping center industry is perfectly prepared European Union countries in recent for all these aspects. years. According to experts, from the

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 34 UNDER THE MAGNIFYING GLASS beginning of 2018 consumer spending More and more often in order to individual approach and therefore the a situation in which the consum- in Poland increased 4.6%, and retail Respond to the needs of consumers, marketing strategies we build each er tries the product in a traditional sales went up 6%. Poland attracts an shopping center owners have their THE INTEGRATION time are preceded by in-depth ana- store and then buys online, is a phe- increasing number of investors every own IT departments which create OF TRADITIONAL lyzes, including sociological research, nomenon that occurs to a greater or year thanks to the low unemployment apps for the customers that do things SALES WITH catchment analysis and gathering lesser extent throughout the world. rate, and a skilled workforce combined such as facilitating moving around opinions of market experts or resi- However, I would be far from over- with relatively low wages and rents. the center, searching for current pro- THE INTERNET dents of the area. On the basis of the estimating its role and perceiving Strong social programs and stable motions or savings on their favorite AND THE MOBILE information obtained, we prepare it in terms of a threat to traditional economic conditions translate into products. Also, the importance of CHANNEL IS detailed communication plans, the shopping centers. Although we have high investment potential and is driv- so-called big data is growing every THE BIGGEST priority of which is always to inform been observing the phenomenon of ing the Polish commercial market to year. In the largest shopping centers about the offer of our centers and showroom for several years, in which growth rates of 6-7% annually. There is in the world, it is already common to CHALLENGE tenants and to show why they stand the premises serve as showrooms, the no indication the situation will change use geolocation on a micro scale. The THAT BOTH THE out from the competition. popularity of the already mentioned in the near future. customer who enters the center and TENANTS AND click & collect service is constantly passes the stores receives informa- Do you think that there will be a rev- growing. Many consumers are ready How has communication with clients tion about promotions on a regular ba- THE OWNERS olution in the near future in terms of to pay even higher prices than in the changed in the last two years? How do sis, and in the case of more advanced OF SHOPPING consumer behavior, ways of reaching online store in exchange for the op- you think it will continue to change? systems, even individual offers. CENTERS out, and the identity of brands such portunity to test the goods, consult As in most areas of life, what has had MUST MEET. as shopping malls? professionals, or immediately collect the greatest impact on the way shop- What is currently the core of your I do not expect any major revolution the purchased product. ping centers communicate with cus- marketing activities? What will it be in consumer behavior, apart from the tomers over the past two years was the in 2019? further strengthening of the phenom- As I have already mentioned, from the dynamic development of technology All marketing activities that we con- enon of their migration between dif- perspective of retail chains, the key to and related tools. If I had to mention duct for our shopping centers are ferent shopping channels. Therefore, success is the effective combination one element which sets the direction fully thought out and adapted to the the integration of traditional sales of online and offline channels into one for the development shopping malls’ specifics and character of a given with the Internet and the mobile integrated sales channel. Following communication with their clients today project, as well as the needs and ex- channel is the biggest challenge that this trend, shopping center owners it would undoubtedly be personaliza- pectations of its clients. We focus on both the tenants and the owners of and managers should strive to pro- tion and the closely-related phenome- integrated communication that takes shopping centers must meet. vide their business partners with an non of "omnichannel", i.e. multi-channel into account various types of inno- optimal operating environment, in- sales. The contemporary consumer vative solutions and services, using, From the point of view of both, the key cluding all existing sales channels. smoothly migrates between different among other things, mobile devices, to success is a skillful combination of This applies to both architectural shopping channels. This is the triumph as well as extensive activities in tra- online and offline channels - not only solutions, under which is the space of the holy click & collect service, that ditional and social media, or activities in the context of the solutions and for convenient collection points, as is, online shopping with personal collec- directed to local communities. services offered, but also communi- well as strategic location of individ- tion of orders at a physical store. The cation activities. ual facilities on main roads and near key to success today is primarily reach- We attach great importance to pro- public transport stops. ing the customer through the channel sales activities that are appreciated In the context of the reverse ROPO - chosen by them and the message that by our customers. It is difficult for me what are the chances and threats for interests them. Shopping needs to be to distinguish one type of marketing the shopping center? convenient, fast and possible to imple- activities on which we concentrate Can we still talk about the effect of ment anywhere, anytime. all our projects. We believe in an a reversed ROPO? Reversed ROPO,

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 36 UNDER THE MAGNIFYING GLASS The portfolio of brands will change, buy shoes from any place but for now there is no expectation perfectly matched to our MONIKA of intensive growth of the premium needs. Such facilities will segment, let alone luxury brands. On create a new face of trade. the contrary, the Primark network will enter the Polish market, because so Is 2019-2020 a good OLEJNIK- far this price level is the most popular time for investments? in Poland. Only in well-proven locations and objects which are recog- nizable on the market and -OKUNIEWSKA Shopping centers must have an already established also focus on the inter- position. Today, you should REGIONAL MARKETING esting arrangements invest in raising standards, DIRECTOR (CEE REGION), developing an additional of- MULTI CORPORATION of space and comfort fer, but also a unique set of of customers. I think tenants. It is worth looking for solutions that will make that the Gdańsk Forum us stand out on the market. What is the future before shopping opened this year is New objects will surely be centers in Poland? created anyway, but not with I think that shopping centers will a place where clients such intensity as in the last reformat, and this is already hap- pay attention to the 10 years. pening. Typical shopping functions are increasingly supplemented with unique atmosphere, entertainment and well-arranged res- enjoying the pleasure taurant zones. There will be much less new facilities, because the market has UNFORTUNATELY, THE of staying in it. its limitations, and extensions in well- ENTERTAINMENT OFFER IN THE known, well-established locations will CENTERS IS QUITE LIMITED SO Another important area is new tech- serve the introduction of additional FAR, AND THE RESTAURANT nologies, because the generation of functions and expanding the com- today's teenagers lives in the virtual mercial offer. Shopping centers will ZONES REQUIRE REARRANGEMENT. world of shopping and entertainment. change in the so-called social media WE SEE THAT THE AVERAGE We will have smart clothes and shoes centers, as one of the popular objects CLIENT OF SHOPPING CENTERS fitting rooms, interactive mirrors or on the map of Warsaw has recently DOES NOT WANT TO EAT IN tailor made shopping offers that we been named. This shows the direction will get on a mobile phone. A great ex- in which we are going. Customers will EXCLUSIVE RESTAURANTS ample is the eobuwie.pl brand, which want to do quick shopping in a limit- YET, BUT IS LOOKING FOR NEW, is well ahead of the market in this area. ed and well-organized space that will INTERESTING FORMATS. The Future Store in Magnolia Park are not require long walks in shopping shoes displayed on the screens, not arcades, in order to entertain them- on the shelves. Besides, by scanning selves as soon as possible. the foot in a special system, we can

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 38 UNDER THE MAGNIFYING GLASS

How has the way of communicating The share of mobile marketing in the It is particularly exciting for me that, In the context of the reverse ROPO - with the client changed in the last two overall communication plans is also next to the very young Forum Gdansk, what are the chances and threats for years? How do you think it will contin- growing and this trend will continue to we are responsible for the center the shopping center? Can we still talk ue to change? develop. What, unfortunately, can be with an established position, which about the effect of an inverted ROPO? Changes in the way of communicating noticed, marketing budgets are still IT IS WORTH is Magnolia Park. It is located on a very with shopping center clients in recent too small and we cannot compete with NOTING THAT THE demanding Wrocław market. Next years are quite significant. Attention small funds against the wealthy on- TRADITIONAL RADIO year, we will focus our efforts on mak- I think that both sales channels is definitely focused on the internet line budgets. It is also worth paying ing Magnolia the favorite shopping and the world of new technologies, at attention to the need to build rela- ADVERTISEMENT center for the residents of Wrocław will complement each other. the expense of popular billboards or tionships in local communities - here DOES NOT LOSE and the region. Not everyone, regardless of age, citylights. and now. And this is not about spon- ITS STRENGTH. sorship of a basketball team, because COMMUNICATION Do you think that in the near future will transfer their shopping to Today, large-format ads on major in the long run nobody will remember there will be a revolution in the field the internet or opt out of them city streets are just a complement about it. SHOULD BE STRICTLY of consumer behavior, ways of reaching or an accent in the entire cam- PERSONALIZED AND out, but also the identity of brands such at all. It is already evident today paign plan. There still are cam- What is currently the core PRECISELY AIMED as shopping malls? that every industry has its own paigns in the style of "spring is of your marketing activities? I do not expect a revolution because AT ITS RECIPIENT. coming", which in my opinion What will it be in 2019? we have experienced it relatively re- shopping specifics, and certain- are not effective. We should also Strategically - we strive to be more cently. What I mean is the Internet. ly some stores will play the role depart from creations based on precise, carefully analyzing the tools The greatest challenge for managers stock photographs, because these and channels of our marketing activi- of shopping centers will be to make of showrooms, reducing the ex- are completely lost in the flood ties. We start working with a platform good use of the potential that the isting space. of content and numerous stimuli that processes customer data, and Internet brings. On the one hand, it from the outside. this is a huge field of knowledge that gives us the unlimited amount of pos- needs to be well used, perhaps signif- sibilities in the area of marketing or The coming years will show, howev- It is worth noting that the traditional icantly modifying existing activities. communication in general, but on the er, which customer behavior in this radio advertisement does not lose its Tactically - Forum Gdańsk, which was other hand it creates a certain amount area will prove to be a lasting trend, strength. Communication should be a spectacular success after opening of luxury. Only with a good knowledge or even cause a significant change strictly personalized and precisely in May this year, remains a challenge of our clients' expectations and quick- in previous habits. The pricing pol- aimed at its recipient. for us. Now the time has come for ef- ly responding to changes, we will be icy will also be important, because Today we know more and more about fective sales support activities, with able to effectively use it. In addition, today bargains and promotions are customers' expectations, we try to high visibility of this important place it should be remembered that com- almost always present in the cal- work with CRM and create such a mes- on the Tri-City map of commercial petition is not just about shopping endar, at any time of the year, and sage. We know that Polish consumers facilities. We want to attract even centers. Online stores are also an in a moment they will stop anyone buy when they need something and more tourists, and we know from our important player. In my opinion, all from getting excited. In general, we not during the sale of new collections. research that they are happy to visit the loyalty programs do not seem to observe the primacy of price over That is why it is worth creating shop- the Forum. be much in the long run. Subsequent quality in Polish commerce. ping needs, meeting them. Hence the applications, points and rewards popularity of bloggers and influenc- work very briefly. And we should build The interview conducted in October 2018 ers in various communication chan- a long-term identity of the shopping nels, media coverage, but also native center brand - act and respond to the marketing. real needs of customers.

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 40 UNDER THE MAGNIFYING GLASS THE SHOPPING CENTERS OF THE KLÉPIERRE GROUP HAVE BEEN ACTIVELY RUNNING FACEBOOK FAN PAGES, WHERE Every day we use smartphones and WE NOT ONLY INFORM ABOUT social media not only to maintain re- NEWS AND COMMUNICATE lationships with friends, but also to THE LATEST TRENDS, BUT look for information or inspiration. It is a convenient and fast form of WE ALSO RESPOND TO ANNA contact. Following the consumer, MESSAGES SENT TO US VIA we have also moved to the digital THE DEDICATED JUSTASK channels. The shopping centers of SERVICE WITHIN AN HOUR. KOSACZ the Klépierre group have been ac- tively running Facebook fan pag- es, where we not only inform about MARKETING news and communicate the latest DIRECTOR, trends, but we also respond to mes- KLÉPIERRE sages sent to us via the dedicated JustAsk service within an hour. We have also launched three profiles on Instagram, where we present styli- Recently, we have seen sig- zations, new products, interesting nificant changes in commu- arrangements and contests. The key role in the success of is cooperation with Traficar and the nication between a client and Klépierre shopping centers is the possibility of renting cars for min- a shopping center. The reason thoughtful and consistent market- utes directly from the center or the ing based on the Let’s Play® crea- recently opened Poland’s the first is simple and is associated with THE KEY ROLE tive concept. It has two dimensions: self-service Motoride motorcycle the fact that most of us have first- emotional, consists in creating rental company in Sadyba Best Mall. IN THE SUCCESS spaces that provide positive emo- Consumers buying in the smart style long been functioning in the OF KLÉPIERRE tions, because Klépierre centers of- will always look for information and digital world. SHOPPING CENTERS fer shopping and moments full of joy the most favorable price. Reversed IS THE THOUGHTFUL and fun; the second level is pragmatic ROPO is a phenomenon widely com- and is related to the space. Klépierre mented on in trade. A huge advan- AND CONSISTENT also focuses on synergy with tenants tage of our galleries, however, is the MARKETING BASED in marketing activities. We organ- unique purchase offer of partners ON THE LET’S PLAY® ize promotional campaigns, events and numerous, jointly organized pro- CREATIVE CONCEPT. and meetings with influencers in motions that make customers make cooperation with the brands in the purchasing decisions primarily on the center. We also focus on the devel- spot, in the center, and not later, in opment of new services. An example the online store.

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 42 UNDER THE MAGNIFYING GLASS AGNIESZKA

What is the future for shopping cen- How has the communication with the What is currently the core of your mar- JUSZKIS tres in Poland? client changed in the last two years? keting activities? What will it be in Shopping malls are not just places How do you think it will continue to 2019? where shopping is done. First of all, change? This year we are going to continue our MARKETING people spend their free time there. The method of marketing commu- marketing policy. Observing consumer DIRECTOR The new challenge faced by shopping nication changes very dynamically. behaviour and the way content is con- POSNANIA centres are non-commercial Sundays We operate on the market where sumed, we will definitely focus on online – this year as many as three a month. proven formats of activities have activities. We can reach our custom- This means that property managers been already pushed to the limit ers quickly and efficiently. To attract have to change the way of thinking and customers expect new prod- them to the centre, we are going to hold MULTITHREADED about shopping centres. Their main ucts. It is not only about using non-standard events with carefully se- ACTIVITIES BASED ON task is to prepare an offer that will new communication tools, but also lected partners. We will focus on the A STRONG CONCEPT allow for maintaining or increasing about changing the way of telling authenticity and the commitment of footfall rates and turnover on busi- stories. Getting out of the clut- our customers. An example of this was ENJOY GREAT INTEREST ness days, as well as attract cus- ter, facing the cliché and giving up the latest Posnania Shopping Cardio AND ATTENDANCE. tomers on shopping-free Sundays. this unfortunate smiling woman in Challenge, in which we were encourag- EACH OF OUR CLIENTS Posnania – as a new facility – was a hat seem to be the most impor- ing Posnania visitors to burn calories in CAN CHOOSE THE designed to respond to the needs of tant communication challenges for an unusual way. For nearly thirty days consumers today and in the future. shopping centres, especially those we showed that shopping might also METHOD AND LEVEL We offer our clients not only the wid- operating on saturated markets. It be a positive physical activity, and the OF COMMITMENT – est shopping experience in Poznań is worth noting that as important campaign ended with a meeting with THE DEVELOPMENT OF AND THIS IS A RECIPE and the region, but above all, a broad as history and ranges are the per- Fit Lovers – hot stars of the Polish fit- FOR SUCCESS. SHOPPING CENTERS range of services, attractive space sonalisation of communication and ness world. In addition, together with DEPENDS ON WHETHER to spend leisure time and satisfy building positive emotions. Posnania Drużyna Szpiku we created a cardio various needs, and unconventional has showed how the potential of zone in which calories could be burned THEY WILL CREATE events arranged on days when shops new technologies may be used for for the wards of the foundation. For A SPACE THAT ALLOWS are closed. Modern shopping malls this. The Digital Immersion concept each 10 kcal burned, we donated 1 zloty PEOPLE TO PURSUE THEIR should be like that. Their development developed at Apsys Lab includes ad- to Drużyna Szpiku. Such multithreaded PASSIONS, A SUITABLE depends on whether they will create vanced technological solutions that activities based on a strong concept en- a space that allows people to pursue serve entertainment, information joy great interest and attendance. Each FOOTFALL IS A KEY PLACE FOR MEETING their passions, a suitable place for and advertising. As a modern facility, of our clients can choose the method RETAIL INDICATIOR FAMILY AND FRIENDS, meeting family and friends, or wheth- following the needs and habits of and level of commitment – and this is SHOWING THE EXACT OR WHETHER THEY WILL er they will present an appealing en- modern consumers, we use primarily a recipe for success. NUMBER OF VISITORS PRESENT AN APPEALING tertainment and cultural offer. I am the Internet and digital tools in the convinced that facilities that act on marketing communication, including TO A GIVEN STORE ENTERTAINMENT AND these assumptions will successfully the entire spectrum of social media, AT A GIVEN TIME. CULTURAL OFFER. operate on the market. where we are extremely effective.

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 44 UNDER THE MAGNIFYING GLASS The idea of a pop-up store is to Do you think that in the near future we In the context of reversed ROPO – what create a surprising, unique shop- will face some revolution in terms of are the chances and what are the ping experience for a short time. consumer behaviour, ways of reach- threats to Posnania? Can we still talk In Poland, the first concept of this ing out, but also the identity of such about the effect of reversed ROPO? kind was a three-week H&M store, brands as Shopping Malls? managers cannot treat clients as Shopping models used by consumers located just by the Vistula River, Today's customers make a very con- a line in Excel titled footfall. Decision are changing dynamically. It is difficult where in the holiday atmosphere, scious group with precise expecta- makers should significantly modify to talk about one shopping path. An surrounded by pubs, loungers and tions. We operate on an extremely the way of designing the space in increasing number of e-commerce cli- DJ music, H&M customers could competitive market of permeating commercial buildings, their commer- ents can considered as very conscious shop and even engage ethically, online and offline offers. We are cialisation and marketing communi- buyers focused on a specific shopping since the network transferred 5% perceived as an attractive venue for cation. Treating clients like a mass destination. These people know very to UNICEF from every transaction shopping and spending free time, might become inexcusable from their well when and by what channel the finalized with a payment card. which further increases the number perspective. purchase pays off the most and where of categories in which we fight for the to find unbiased opinions about it. Showrooms, pop-up stores, young consumers’ attention and time. The second significant expecta- Shopping malls must adapt to these designers' shops – are also solutions tion that will affect the functioning changes. offered in Posnania, allowing for ad- of shopping centres is the need for justment to contemporary shopping We are already experienc- change. For business models, where IN POSNANIA WE CREATED models. ing, and in the future we will long-term contracts for specific ar- SERVICES ESPECIALLY FOR THE eas are the most desirable form of We do not see competition but rath- also have to face a dynamical- cooperation, the perfect customers CLIENTS WHO BUY OMNICHANNEL, er a partner for cooperation in on- ly growing expectation of the of the future are people who do not SUCH AS COLLECT&TRY SERVICES, line commerce. Thanks to this, two like stability, and even are very quickly leading e-commerce brands opened customisation of products and THANKS TO WHICH THEY CAN bored with it. This will force shopping ORDER ONLINE TO POSNANIA, TRY their boutiques in Posnania: eobuwie. services. Customers will be malls to change in terms of the meth- pl and Notino. After the first months od of commercialisation, the model of THE CLOTHES ON IN A SPECIAL of functioning of these brands, we more and more consciously and cooperation with local and small busi- PREMIUM LOUNGE ZONE AND can already talk about the syner- emphatically insist on matching nesses as well as communication and IF THEY DO NOT FIT OR SUIT – gy effect that we have managed to marketing activities. achieve. Customers have opportunity products and services to their SEND THEM BACK AT THE INFO to order products online and try them specific needs. It is not reveal- In Posnania, we focus primarily on in- POINT AND... GO SHOPPING. on or collect them in a store. What is novative activities based on the latest more, thanks to the presence in the ing, but it must be emphasised technological solutions. The current retail facility, e-commerce brands can that it is very important for our possibilities allow us to personalise count on a very large impact range marketing activities, thanks to which and reach prospective customers. We business. they are effective. Consumers expect also observe that various omnichan- a comprehensive approach from us. nel shopping models appear in regular This global expectation will be ex- When choosing a shopping mall, not only brands. Certainly, the future shopping pressed by various micro-scale needs they want to do the shopping, but also models will be flexible. All shopping and will quickly change the daily take part in an attractive event, meet malls, including those with extensive routine of the retail. We have been interesting people or pursue their pas- experience on the market, will soon discussing the fact that owners and sions. As Posnania, we are ready for it. have to adapt to this.

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 46 UNDER THE MAGNIFYING GLASS new showrooms and service outlets, strengthening the offer in various ALEKSANDER categories, and we have offered our clients a range of new amenities that improve the comfort of staying in our facility. As the only shopping center POLTIER in the country, we have launched a Room of Tranquility for people with autism spectrum, and as part of the MARKETING PopKoolTour action we created an MANAGER of new galleries, but the market will audiovisual image of today's Katowice. GALERII force (and already enforce) the mod- KATOWICKIEJ ernization and expansion of exist- ing facilities, especially those of the Which was your big- All these activities, com- first or second generation. We also gest success in 2018? bined with a skilfully introduce a number of changes and It was a year of exceptional changes chosen tenant-mix, cor- facilities to give our clients even more and huge challenges facing Galeria opportunities to visit the shopping Katowicka, in which we set ourselves rectly diagnosed needs center. some of the most important goals. of clients, the right offer One of them was maintaining high What is the future for shopping Shopping centers adapted to the sales and visits results despite the and providing the local centers in Poland? expectations of their residents introduction of trade restrictions on community with what is Recent data show that the financial will be created in smaller towns, Sunday and the emergence of more capacity of Poles is growing, wages while those already existing will competitive shopping centers in the valuable and important, and private consumption are also have to react to changes, trans- region. build our most important increasing, so it seems that the de- form and evolve. And not only velopment of shopping centers will to increase the comfort of shop- WE ACCOMPLISHED THIS TASK capital - a community of follow. However, the data on the retail ping, modernization, but also WITH A GREAT EFFECT - WE NOT loyal customers. sector is not that optimistic, especial- change the offer and prepare an ly if we take into account the impact interesting proposal for the local ONLY DID WE MAINTAIN A POSITIVE of non-trading Sundays. Based on community. RESULT, BUT WE ALSO ACHIEVED The fact that it is very strong proved our local experience, we see that the SIGNIFICANT INCREASES to us the latest research. We are industry is facing major challenges Looking at the functioning of Galeria proud of the high rate of customer and limitations. Only this year, two Katowicka in the urban tissue, you can COMPARING YEAR TO YEAR. satisfaction and the almost 100% large shopping centers were built in see that currently shopping centers propensity to recommend shopping Katowice, and in 2019 another mall is are not only shopping places, but Of course, this is the result of many at Galeria Katowicka. The icing on the planned to be launched, albeit small a kind of a city in the city, offering consistent actions - adapting the of- cake are the awards we received in and local. In larger agglomerations, a range of entertainment and leisure fer to constantly changing customer the most important industry compe- such as Katowice, saturation with activities. They perform commercial, expectations, developing customer titions: Solal Marketing Awards and a modern commercial space is felt. service and recreational functions, experience, as well as the implemen- PRCH Retail Awards. The jury appre- Most likely, there will be no signifi- and customers expect better and new tation of subsequent bold social pro- ciated our concept of combining the cant development in the construction quality from them every year. jects. We have opened a dozen or so Silesian sense of identity with the

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 48 UNDER THE MAGNIFYING GLASS global trend, rewarding the cam- composed of several key factors: new times - this amazing result shows how paign „Fedrujemy niskie ceny! Czorny technologies, readability of the nav- important this tool is. Despite the im- Piontek, Czorny Weekend, czyli Black igation in the facility and the human plementation of new technological DĄŻYMY TEŻ DO TEGO, Friday po naszymu!” and distinguish- factor. Improvement of the relation- innovations, however, the most im- BY STAĆ SIĘ TRZECIM, ing Galeria Katowicka as a skillfully ship between them will probably take portant thing remains direct contact PO DOMU I PRACY, MIEJSCEM managed object, using its potential place in the following years. with other people. This is the basic and achieving dynamic growths as" advantage of offline over online - re- SPĘDZANIA WOLNEGO CZASU, Best Performance ". It is difficult today to operate on lationships and experiences. Perhaps W 360˚ ZASPOKAJAJĄCYM the shopping center market with- the quality and type of personal con- POTRZEBY WSPÓŁCZESNEGO Is 2019-2020 a good time for out multimedia solutions organiz- tact will be the distinguishing factor MIESZKAŃCA DUŻEJ investments? ing the commercial space, but the that will decide on consumer loyalty. It depends. On the Silesian agglom- absolute must have of the modern The quality and size of emotions ac- AGLOMERACJI. eration market, the saturation with shopping center are and will con- companying customers during shop- retail space is already high, and - as tinue to be social media with com- ping, as well as positive experiences We are convinced that it is worth in- I mentioned - the launch of another munication adapted to a specific will determine if the customer returns vesting in new technologies and fa- center is planned. Investments will group of recipients. They will con- to the given facility. cilities for the consumer - both in the be directed not at the creation of stantly develop, and our task will facility, connected with the comfort of new shopping destinations, but at be to personalize and adapt them Do you think that there will be a rev- visiting, the quality of services and the modernization and extension of quickly to the needs and expecta- olution in the near future in terms of the range of available proposals. The the oldest buildings. And not only tions of the industry. New tech- consumer behavior, ways of reaching contemporary consumer is more and modernization in the field of design nologies in the form of a functional out, but also the identity of brands more educated, he has less and less elements, but above all modernizing and intuitive virtual platform will such as shopping malls? time and growing expectations relat- and adjusting the place to the grow- be increasingly needed in commu- Yes, there are certainly changes wait- ed to the offer - shopping, services ing and changing customer needs. nication with the client. ing for us, although I would call them and spending free time. This trend will DIGITIZATION, more evolutionary than revolutionary. probably strengthen, and the out-of- MERGING OF How has the communication with the In Galeria Katowicka for several years Our relationship with the environment concept proposal will become even client changed? How do you think it already such a multifunctional solu- shows that - in order to build a com- more important for consumers and it ON- AND OFFLINE will continue to change? tion combines several functions: petitive advantage - shopping centers will often be an element differentiat- AREAS SETS AN Diametrically! Today's digitized con- a loyalty program with regular prizes, should learn to correctly diagnose ing individual objects. The evolution INCREASINGLY sumer is used to quickly search for competitions and elements of gami- the expectations of customers and of shopping centers will be connect- CLEAR products and information about them fication for engaged clients, a digital base the offer on the knowledge of ed with the improvement of broadly on the Internet - and this assumption coupon module with offers and dis- the market, as well as the specifics understood convenience (cloakroom, DEVELOPMENT (speed, ease of navigation) also trans- counts and a precise personal bea- of the premises and the environment. space for charging phones, facilities PATH FOR THE fers to a visit to the shopping center. con navigation facilitating moving for families with children, the disabled, RETAIL MARKET. Will the focus of communication move around a four-storey facility. What's seniors, concierge, ordering taxis, mu- from the "face2face" to digital? Based more, this applies not only to navi- nicipal information point, post office, on our experience, I can predict that gation between floors, but also the bank outlets, city council offices, etc.), this will not happen, customers will possibility of navigating a client in greater customer engagement, sur- continue to seek experiences and accordance with the preferences set prising him (with the offer or unusu- emotions that only real contact can - for example, shoe stores, jewelry, etc. al, out-of-the-box activities), locality, give them. The modern communica- Up to now, the application has been highlighting the identity and relation- tion is an online and offline synergy downloaded almost 68 thousand ship with the community.

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 50 UNDER THE MAGNIFYING GLASS We are realizing all this already in What is the future for shopping Galeria Katowicka, but certainly we centers in Poland? will want to put even more emphasis MARTA Galleries are still a very popular place on pro-act activities related to ex- to spend time with family, friends or periencing emotions. I believe that Analyzing our previous experi- relatives. It's so-called third place, meeting this need will affect the long- ence, we do not see any threat after home and work, where custom- term building of visitors' loyalty and KOCIK ers are happy to spend time - not only will provide us with a significant com- that e-commerce will displace shopping, but also in the search for petitive advantage. traditional commerce. broadly understood entertainment. MARKETING Many shopping centers are waiting What are the chances and threats for & PR MANAGER for modernization to keep up with the shopping malls brought by the growing MAGNOLIA expectations of customers and the popularity of e-commerce? PARK changing market. Certainly the leit-

It may seem that the systematic de- I am of the opinion that on- motif of many activities undertaken velopment of e-commerce will lead to line and traditional sales will by managers of shopping centers, in- shrinking the surface of stores and co-exist. People will still want cluding Magnolia Park, will be custom- a drop in visits to shopping centers. to have contact with another er experience: looking for amenities, However, this is not happening, al- person, and technologies will care for the atmosphere in the center, though the Internet has a huge impact remain a form of support that high level of customer service. on consumers' shopping preferences. has an impact on cost effi- Poles like to spend time in shopping ciency. The idea of a "con- What was your greatest success malls, not only shopping but using nected stores", combining in 2018? a wide range of non-trade offers. the advantages of a tradi- The year 2018 was full of challenges That is why in Galeria Katowicka we tional store with the oppor- for Magnolia Park. The introduction of implement a number of activities to tunities offered by online a trade ban on selected Sundays had provide our clients with experiences commerce is becoming more an impact for a change in the shop- and emotions, which e-commerce will and more popular, you only ping behavior of customers, and also never be able to do. This is the advan- need to be able to find your influenced the planning of marketing tage of a shopping center that does own ideas and not be afraid activities. Despite this, we managed - not compete with virtual commerce, of them. Above all, howev- in Magnolia Park - to maintain a high but rather co-exist and correlate and er, you need to work on the level of traffic and sales. look for its distinguishing features. image of the brand, a single Being a place for social and business flat, the entire shopping mall, Is 2019-2020 a good time for meetings, concerts, exhibitions, in- based on values and a long- investments? teresting forms of activity for various term strategy. Demanding market, aware of cus- age groups, entertainment - this is an tomers expecting more and more opportunity for shopping centers to from shopping centers and brands engage customers, which translates present in them are important rea- into footfall and sales. sons why continuous investments and thoughtful changes are neces- sary. The Polish market is slowly sat- urating with large-format shopping

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 52 UNDER THE MAGNIFYING GLASS accordance with the omnichannel idea, the future of trade is to con- duct online sales while encouraging Many shopping centers customers to traditional purchases are typical weekend des- in traditional stores. Many brands introduce facilities aimed at com- tinations, so they will bining online and offline shopping. % certainly be challenged Collection of ordered goods in the 80 store (click & collect), free return in the coming months, in traditional stores, virtual fitting as to redirect the traf- rooms are just selected techniques to influence the visit to the stores. Almost 80% of the population fic from trading ban However, what is worth emphasiz- uses the Internet, mainly on Sundays to other days. ing, doing shopping in the malls is very different from doing shopping mobile devices. Collecting It should also be borne in mind that on the web and still many custom- data and wise using them is customers from different genera- ers pay attention to shopping ex- certainly a good way to com- tions, e.g. X and Y, and generation perience, contact with service, the centers, but it is still a great place for C (from: connect, communicate, ability to see and touch the goods, new brands to come out. Last year, municate effectively with change) expect quite different shop- etc., affecting the so-called in-store new companies appeared in Magnolia clients. ping and communication experienc- experience. A good example of com- Park, including eobuwie.pl - a leader es. The atmosphere, available brands, bining e-commerce with traditional in the sale of shoes, who developed From my observations, it seems that the new tool, the space in which they spend their shopping is the eobuwie.pl brand, his business in the online world and providing a lot of interesting data, is the ability time - these are completely different which in February 2018 opened its then moved to the offline world, or to analyze customer traffic in shopping centers, worlds for them, and a modern shop- first store in Magnolia Park, giving MRP Home - a South African brand based on wi-fi technology. ping center, wishing to satisfy both unprecedented shopping opportu- offering a wide range of interior ac- groups of customers, must look for nities. On the spot, customers can cessories. From the perspective of Do you think that in the near future there will be solutions that ensure comfortable choose from several thousand pairs tenants, the nearest years will cer- some revolution in the field of consumer behav- shopping for them. of shoes, which will be delivered to tainly be as good time for investment ior, ways of reaching out, but also the identity of the sales room in three minutes from and development, as for the managers brands such as shopping malls? What are the chances and threats for clicking on the tablet screen. In ad- of shopping centers. Shopping centers are no longer a purely shopping shopping malls brought by the grow- dition, the network introduced the place but a comprehensive supplier of experience ing popularity of e-commerce? esize.me system, which recognizes How has the communication with the in shopping, lifestyle and spending time. Therefore, Poland is one of the fastest grow- the shape of the foot and indicates client changed? How do you think it the experience of buying in stores remains domi- ing e-commerce markets in Europe. which shoes will best suit the cus- will continue to change? nant when it comes to the retail market. An even According to Gemius data, last year, tomer. Communication with clients is more more restrictive ban on Sunday trading will ap- 54% of Polish internet users were and more precise and adapted to the ply from 2019, which will minimize the number of shopping online, mainly clothing, profile of clients. Convergence of the days that customers will be able to shop. In order accessories, electronics and home offline and online world gives the op- to avoid crowds, when trade is possible, some cus- appliances, books and CDs. Definitely portunity to precisely reach recipi- tomers may choose internet shopping, e.g. food, this popularity affects traditional ents with a specific message. with home delivery. shopping in shopping centers. In

Table of contents / UNDER THE MAGNIFYING GLASS. CHALLENGES FOR THE INDUSTRY 54 ANALYSIS OF ONLINE COMMUNICATION "It happens that I am in a shopping center, I stand in the queue for cof- fee and browse through Facebook's

Aleksandra Walczak, Social Media Manager, SKIVAK gallery or stores’ offer to find cool [email protected] promotions" - this approach of con- sumers is a great opportunity, but also a challenge. Internet users ex- pect offers tailored to their interests, expect "here and now" contact, they IN THE FIRST QUARTER OF are impatient, but they can also be 2018, ONLINE ADVERTISING loyal. Social media has become one SPENDING EXCEEDED PLN 1 THE BILLION, AMOUNTING TO PLN of the leading communication chan- 140 MILLION MORE THAN IN THE nels between the brand and the con- PREVIOUS YEAR. THE SPENDING sumer, and their role will continue ON ADVERTISING IN SOCIAL to grow. MEDIA INCREASED BY 40%.

INTERNET (data: IAB AdEX/PwC) According to analysts, in the following years the upward trend will be maintained, and 2019 may prove to be a breakthrough - probably already this year, digital advertising will become the largest medium. For the first time, there will be a historic IS GROWING turning point: funds allocated for all digital adver- tising formats will exceed the expenses incurred for such activities on television. According to ex- perts from IAB, the increase in the value of digital communication has a significant impact on adver- tising in mobile devices (increase by 45% year on year), marketing communication in social media (+ STRONGER 54%), and online video (+ 41%) . The high growth index is also recorded in the advertisement sold in the programmatic model (+ 31%).

(source: IAB Polska/pWc AdEx: Reklama cyfrowa wciąż rośnie dwucyfrowo)

Table of contents / ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 56 ANALYSIS OF ONLINE COMMUNICATION ZENITH ANALYSTS PREDICT THAT THE VALUE OF THE POLISH INTERNET THE INCREASE IN FANS: ADVERTISING MARKET OCTOBER 2017 - SEPTEMBER 2018 WILL INCREASE BY 8.4% In the analyzed period Posnania gained the most IN 2019 - MAINLY DUE TO COMPARATIVE fans, experiencing 18% increase, however, it is not it THE DEVELOPMENT OF which has the largest number of followers. Posnania, ANALYSIS- currently in second place, can boast of 110,706 fans, A PROGRAMMATIC MODEL while Złote Tarasy has 132,345 fans (as of September AND VIDEO ADVERTISING. SHOPPING CENTERS 30, 2018), but its increase was only 0.2% at the same PROFILES ON time. Galeria Krakowska also reached a significant position with the number of fans increasing by 14% FACEBOOK: ZŁOTE in the discussed time period. A well-designed advertising strategy TARASY, BONARKA, in the field of online and social me- dia should undoubtedly be the focus POSNANIA, of all marketers. However, it cannot be effectively implemented without MANUFAKTURA, a content and communication strat- GALERIA egy. How do shopping malls run their The increase in the number of fans on the shopping activities in the area of social media? KRAKOWSKA* centers’ Facebook profiles Together with Sotrender and SentiOne, we looked at the profiles of selected shopping centers on Facebook. Our 130 000 goal was not to point out the best of the best or to score less popular ones, The report was prepared in coopera- 120 000 but to find the most effective actions tion with Sotrender. It collects data and how the fans of the brand react on the profiles of selected shopping 110 000 to them. malls in Poland. It presents the anal-

ysis of the quality of their communi- 100 000 cation on Facebook and determines their position among the competition. 90 000 Additionally - it allows you to isolate focus points of communication lines and analyzes the method of imple- 80 000 mentation of its assumptions. PAŹ LIS GRU STY LUT MAR KWI MAJ CZE LIP SIE WRZ

Galeria Krakowska Manufaktura Bonarka City Center Posnania Złote Tarasy * based on the Sotrender analysis

Table of contents / ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 58 ANALYSIS OF ONLINE COMMUNICATION INVOLVEMENT OF USERS INTERACTIVITY INDEX The type and number of posts published by the sites: Posnania is dynamically de- The level of followers' involvement was also veloping its profile not only measured by a specially created Sotrender - 10 43 8 in terms of the growth of Interactivity Index (InI). On the diagram Posnania 5 75 9 3 fans, but also their involve- stands out, wih InI at 479, but also Bonarka City 133 Złote ment, which is perfectly pre- Center with the score of 462 a month. High en- Galeria Tarasy Krakowska sented in the chart below. gagement of fans on the Bonarka City Center fan- Bonarka 3 56 65 The followers reached the page in September results from the publication City Center 5 356 51 7 highest level of activity in of a clickbait entry, which significantly translated 5 September, but profile sta- into results. The smallest degree of involvement 775 Manufaktura tistics were also high in July among their fans was granted to Złote Tarasy. Posnania 668 and October. 315

400 Zdjęcie Link Wideo Status

10 000 7500 5000 15 000 2500 Number of published posts Złote Tarasy on Facebook in 2018

10 000 7500 5000 TYPE AND NUMBER OF POSTS 100 2500 10 000 PUBLISHED BY THE SITES Posnania Between 1 October 2017 and 30 September 2018, the most posts were published on 10 000 the Bonarka City Center fan page -866 75 7500 5000 posts, which gives an average score of 2500 72 posts per month. The lowest result was achieved by Manufaktura - 390 posts 5000 50 Bonarka City Center during 12 months. On the profiles photos

10 000 are most often posted, there are fewer 7500 films or entries with external links and 5000 text statuses. 25 2500

Manufaktura The largest number of posts in the analyzed period was published by the PAŹ LIS GRU STY LUT MAR KWI MAJ CZE LIP SIE WRZ 10 000 Bonarka City Center in August 2018 -103 7500 entries on the fanpage. The second place PAŹ LIS GRU STY LUT MAR KWI MAJ CZE LIP SIE WRZ 5000 was Galeria Krakowska with 84 posts 2500 Złote Tarasy Bonarka City Center Manufaktura published in June, followed by Posnania Posnania Galeria Krakowska PAŹ Galeria Krakowska WRZ with 71 entries posted in March 2018. Galeria Krakowska Manufaktura Bonarka City Center Posnania Złote Tarasy

Table of contents / ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 60 ANALYSIS OF ONLINE COMMUNICATION TYPES OF POSTS AND INVOLVEMENT OF USERS USERS ABOUT Indicator: People talking about this The greatest involvement of users can be seen on the profiles of Bonarka City THE BRAND Center and Posnania. The first is dominated by comments posted by users as 30 000 a result of the publication of the clickbait entry, while on other profiles the 20 000 main form of involvement in the life of the brand are reactions left under the In the analyzed period, the most posts published by us- 10 000 publications on the wall. Most reactions can be observed under the posts

ers on the brands’ wall were recorded by the fanpage Złote Tarasy with photos, but it should be remembered that they are the most frequently of Posnania - in September 2018, 16 entries appeared. chosen form of publication on fanpages of shopping centers.

Generally, however, the number of entries on the fanpage 30 000 of the brand oscillated between 1 and 6 a month. 20 000 Bonarka Galeria Złote City Center Krakowska Manufaktura Posnania Tarasy 10 000

In the analysis of this indicator profiles of Manufaktura and 32 630 32 998 35 444 87 556 Posnania 7 47 Bonarka City Center stand out, which have the option of 83 057 6375 4817 4972 664 1872 1046 1945 2619 adding entries to their site by other users. This step was 1872 30 000 3275 4565 7513 3203 1054 most probably made at the turn of August and September, 20 000 1147 410 1470 324 843 326 147 929 185 which was reflected in the chart below. 10 000 145

642 10 320 115 56 Bonarka City Center 53 0 28 11 3 67 0 29 17 6

12 28 67 6 194 30 000 75 000 100 000 75 000 100 000 75 000 100 000 75 000 100 000 75 000 100 000 Number of users' posts on a monthly basis 2 50 000 4 50 000 10 50 000 0 50 000 159 50 000 20 000 0 2 1 0 29 10 000

Polubienia Komentarze Udostępnienia 16 Manufaktura

12 30 000 20 000 The surveyed profiles most Most likes of posts on brand Communication of the analyz- 10 000

8 Złote Tarasy often publish entries with profiles are observed in the ed profiles is professional and

Bonarka City Center Posnania PAŹ Galeria Krakowska WRZ photos. Other types of posts pre-Christmas, Christmas consistent, similar in terms of

Galeria Krakowska 4 are less frequently used. and post-holiday season, themes. which may be the effect The graph presents the PTAT in- Users engage in branding of reaction to increased The main strategic goal for the PAŹ LIS GRU STY LUT MAR KWI MAJ CZE LIP SIE WRZ dicator - People Talking About on the profile most often by promotional campaigns of analyzed profiles is to build en- This - determining whether peo- reacting to posted content shopping malls that are gagement among users, and ple talk about the brand, for ex- and leaving comments less associated with Christmas not to acquire as many follow- ample mention it, recommend frequently (the exception is shopping and sales after ers as possible. In the case of it, post it etc. It shows that PTAT the non-standard situation, Christmas. shopping centers analysed stays on a constant, quite low lev- as Bonarka's clickbait post in this report, Posnania is the el for each fanpage. The excep- not related to the center’s The main expression of en- leader. tion is the Bonarka City Center, activities), but also share the gagement on the profiles of whose indicator jumped strongly content posted by the brand. the analyzed brands is the in September as a result of the marking of specific shopping Galeria Krakowska Bonarka City Center Posnania Złote Tarasy clickbait publication. malls in posts.

Table of contents / ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 62 ANALYSIS OF ONLINE COMMUNICATION How you are perceived from others? COMPARATIVE ANALYSIS- SHOPPING CENTERS Focus Bydgoszcz PROFILES ON FACEBOOK: Galeria Bałtycka

WROCLAVIA, STARY BROWAR, Galeria Kazimierz MANUFAKTURA ŁÓDŹ, GALERIA MOKOTÓW, GALERIA Galeria Mokotów KAZIMIERZ, SILESIA CITY Galeria Północna

CENTER, GALERIA BAŁTYCKA, Galeria Warmińska GALERIA WARMIŃSKA, FOCUS BYDGOSZCZ, Manufaktura Łódź GALERIA PÓŁNOCNA* Silesia City Center

Stary Browar

Wroclavia

100 75 50 25 0

HOW ARE SHOPPING CENTERS PERCEIVED? Negatywne Neutralne Pozytywne The ratio of mentions concerning individual shopping center profiles is uneven - the neutral recall of brands prevails. Users speak mainly about profiles positively, less often negatively.

The greatest number of negative references were col- WHO MOST OFTEN MENTIONS THE BRAND? lected by Galeria Północna, Galeria Bałtycka and Galeria The division of mentions by gender is comparable - women and men talk about galleries Mokotów, whereas users positively comment on Galeria as often. In the case of individual profiles, the greatest dependence can be noticed in Kazimierz, Focus Bydgoszcz and Galeria Warmińska. Stary Browar, where women speak more often about the brands.

Mentions appear most often on shopping centers’ profiles in social media - on Facebook and Instagram, but also on Google - which is probably caused by the reviewing, posting photos and commenting. The users are least likely to speak on Internet forums.

*on the basis of SentiOne analysis

Table of contents / ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 64 ANALYSIS OF ONLINE COMMUNICATION Sentyment wypowiedzi o marce HOW DID THE DISCUSSION

Focus Bydgoszcz SPREAD? Galeria Bałtycka

Galeria Kazimierz RANGE (ESTIMATION) The largest ranges are ob- Galeria Mokotów 44,69% tained by Manufaktura Łódź Galeria Północna - 44.69% with a huge advan- Galeria Warmińska tage over the competition, Manufaktura Łódź which results in the 5-10%

Silesia City Center range.

Stary Browar

Wroclavia

100 75 50 25 0

Negatywne Neutralne Pozytywne Manufaktura Łódź 44,69% Galeria Bałtycka 11,81% Galeria Mokotów 9% Galeria Północna 8,48% Silesia City Center 7,8% Focus Bydgoszcz 5,53% Wroclavia 55% Stary Browar 4,23% Galeria Warmińska 1,66% Galeria Kazimierz 1,31%

Where do people speak most often? PARTICIPATION IN THE DISCUSSION Users most often make referenc- Focus Bydgoszcz This effect is also caused by the high es to shopping malls within social

Galeria Bałtycka participation of Manufaktura Łódź in media - mainly on Facebook and the discussion. Instagram. Galeria Kazimierz

Galeria Mokotów In the second place among the Galeria Północna sources of mentions are mainly Galeria Warmińska Internet portals, less often a chan- Manufaktura Łódź 25,56% nel with video publications. Silesia City Center Few brands communicate on Stary Browar Twitter and microblogs. Wroclavia

100 75 50 25 0 Women dominate among the users 15,39% making references to the malls. wideo review portal microblog Instagram Google forum Facebook blog Men prefer neutral mentions about brands, but much more often than The above graph presents the dependence of mentions in various sources that apply to each of women decide to use a negative the analyzed profiles. You can notice the great dependence of activity in the case of different form of speech. shopping malls- Focus Bydgoszcz and Galeria Warmińska are brands most often mentioned on Manufaktura Łódź 25,56% Galeria Mokotów 15,39% Galeria Bałtycka 11,35% Wroclavia 11,01% Galeria Północna 9,42% Facebook; Galeria Bałtycka and Galeria Północna in review, while the Silesia City Center is leading Silesia City Center 8,63% Stary Browar 7,63% Galeria Kazimierz 3,99% the way in video. Galeria Warmińska 3,62% Focus Bydgoszcz 3,4%

Table of contents / ANALYSIS OF ONLINE COMMUNICATION. INTERNET IS GROWING STRONGER 66 TRENDS COME, LET ME TELL YOU A STORY... SO ABOUT THE POWER OF STORYTELLING

Krzysztof Baranowski, Creative Manager, SKIVAK [email protected] Relation. It takes time to build it. How much? A year, five years? A decade? The biggest players build their story much longer.

First, however, you have to "discover" something. It should be "something", which can be determined by a max- CON imum of one sentence. It is not by chance that we write about "discov- ering" and not "inventing". Because it should be "something", which is al- Human perception has a lot of limita- ready inscribed in the company's DNA, tions. Every day we meet hundreds of which is what employees and manag- advertising messages -outdoor, in- ers adhere to. "Something" that has TENT store, radio, television, press. Another been with this brand from the very hundreds of ads are already wait- beginning and evolved with it. ing for us on the Internet. Tailored . display creations will come before A good example is Stary our eyes as soon as we open mobile Browar. Its value is art devices and computers. Therefore, and a sense of aesthet- this RELATIONSHIP, which can only ics, which manifests itself MARKE be built through an engaging story, through the architecture should become the overriding mo- of the object, the selec- tive of any brand's marketing strat- tion of tenants, but also in egy. Otherwise, our messages, even external communication, if they were a copywriting pearl, will including via the website. become generic. Indeed, storytelling This idea was cherished was again on the top five content from the very beginning TING marketing trends list. Every brand, and derives from the pas- also a shopping center, should have sion of the founders for its own story, its unique value, around whom this value was im- which you can build a story and portant long before enter- RELATIONSHIP. ing the industry.

Table of contents / TRENDS. CONTENT MARKETING 68 TRENDS A good brand story can become the key to success, although it requires TikTok is the fastest growing community in REAL PHOTO, REAL PEOPLE, consistency and a well-thought-out the world. There are many indications that REAL MARKETING! strategy. However, this is only a part soon it will join the main social media play- This trend has been a triumph for COMMUNICATION SHOULD BE MUCH of the effort that we have to bear. For ers. Its main recipients are representatives a long time, but as far as communi- MORE PERSONAL, EMPHASIZING THE our history, you also need to find the of the Z generation and the maturing gen- cation of shopping centers is con- UNIQUENESS OF THE PLACE. THAT'S WHY right channels and forms to reach the eration of Alpha. The community focuses cerned, its importance has increased THE COOPERATION BETWEEN THE SHOPPING recipient. on recording short and funny videos. relatively recently. It is about a tai- TikTok has 500 million active users a month. lored communication built on real CENTER MARKETING DEPARTMENT MANY CHANNELS, MANY FORMS It was also the most popular iPhone appli- pictures, on real situations, on the AND THE AGENCY RESPONSIBLE FOR We have never had so many commu- cation in the first quarter of 2018. power of naturalness. This is due to SOCIAL MEDIA IS SO IMPORTANT. nication channels in marketing. They the greater resilience of customers can be divided and multiplied in many for marketing communication. Until ways. This situation requires integrat- DIVERSIFICATION recently, much was said about "banner ed action from us. The photo session OF RECIPIENTS blindness", now we can talk about the for the catalog should not function Our clients are now much more di- phenomenon of ignoring all marketing Permanent relationship, informa- only as a "photo session for the cat- verse. Boomers, millenials and communication. tion exchange, contact with tenants, alog". This is a great opportunity to Z generation have their own habits authentic photos from salons and share a video content on YouTube, and channels. To this must be add- Generation Z perfectly recognizes preparations for events, live rela- backstage pictures on Facebook and ed religious, ideological, national and messages containing catch phras- tions, interaction with clients are funny videos on the increasingly pop- cultural diversity. For each of these es and stock graphics. It was "bom- certainly activities that will bring rel- ular TikTok platform. Thanks to story- groups and their channels appropi- barded" with them from an early age. atively good results in the long term. telling, we can communicate one thing ate messages should be provided. Therefore, creating an ad that will ap- A great example is Centrum Handlowe in many ways and in many channels, Storytelling and a universal value peal to the new generation requires Serenada from Krakow. On its insta- but it still has to combine a common will again provide the consistency of a completely new approach. gram profile, but also on Facebook, value. this content. There are many brands there are only current and authen- that perfectly understand and use in tic photos from the shopping center their marketing activities.An example made by phone. is Adidas, who in his communication reaches for canons from many coun- How effective is it? In their immedi- tries, cultures and generations. Also ate surroundings there are shopping noteworthy are the local editions of malls, such as M1, Krokus and Czyżyny. the Ikea campaign, in which the local And although they are the youngest dialects were used. What else is worth on the market they have the most paying attention to? Certainly groups fans on Facebook, whose level of in- of foreigners growing in Poland. volvement is 4% - while the competi- Russians, Ukrainians and Belarusians tion has 1%. A real authentic message do not use Facebook at all! Instead, allows you to achieve much better re- they have their own community called sults on Instagram as well. This is also V Kontakcie (vk.com). At the moment how Stary Browar, Magnolia Park or no shopping center from Poland has a relatively young instagram profile a profile there. of Poznań Plaza communicate.

Table of contents / TRENDS. CONTENT MARKETING 70 TRENDS LOCAL INFLUENCERS: LESS MEANS MORE This has probably been the best year INTERESTING CONCLUSIONS COME Big players have large ranges, but for influencer marketing. It was one of FROM THE RESEARCH CONDUCTED they are aimed at a more general the strongest trends in 2018. In emar- keter.com, 94% of marketers thought BY MARKERLY, WHICH SHOWS THAT audience. Smaller influencers can it was effective, and Matthew Myers THE OPTIMAL NUMBER OF FANS be selected for specific needs. As of Tidal Labs research shows that 59% FOLLOWING THE PROFILE RANGES a result, they will reach our custom- planned to increase the budget for FROM ABOUT A THOUSAND TO 10,000. such activities. The case study Nielsen ers with the message (product) on Catalina Solutions in partnership with TapInfluence and WhiteWave Foods The ratio of the number of likes in which the brand depends the most. proves that it generates 11 times more relation to those who observe the profile ROI than traditional marketing. From the 10 Burst Media research, we learn that one At the end I will come back to the men- can be a brand blog with comments, 8 dollar invested in influencer marketing tioned TikTok application. Instagram - moderation, but also groups on brings 6.5x profit. Interestingly, many studies indicate 6 yes, but it is also worth taking a look at Facebook. It's about a place where that it is better to invest in several mi- 4 the activities of young people for whom we cannot find the opening hours of croinfluencers than in 1-2 top names video streams from shopping centers the shopping center or the new offer 2 and "burn" the entire budget. Why have become something common and of tenants. A good example can also microinfluenceers? There are many 0 natural. @helena_nalecz has 300,000 be Hala Koszyki, which uses events < 1000 10 000-100 000 10 000 000+ reasons: greater credibility, greater followers and her latest video recorded on Facebook. Each of them is a sep- engagement, better ROI, easier con- in the shopping center - 75,000 likes, 704 arate community. 30 thousand peo- tact, greater loyalty and flexibility in The ratio of the number of comments comments and 340 shares. You would ple were interested in the Christmas cooperation. We write more on this in relation to the profile followers have to pay 10 times more for such market. No post on their profile can topic in the article "8 reasons why it Instagram ranges. boast such an involvement! The com- 0,6 is better to cooperate with microin- munity of Hala Koszyki eagerly starts fluencers" on our blog. 0,5 OWN COMMUNITY the discussion on the profile of the 0,4 This is the last trend on my subjec- event, interacts with the brand, but tive list, and at the same time the also among themselves. They arrange 0,3 most important one. Once we have meetings together and share impres- 0,2 a specific brand DNA, we have devel- sions and pictures from the event. 0,1 oped a strategy based on storytell- ing, when all real photos are waiting 0 THIS COMMUNITY CARRIES THE already cataloged for the publication < 1000 10 000-100 000 10 000 000+ STORY ABOUT THE BRAND. - we need a community that will car- Key words for 2019: ry the story. This will give our story a kind of "proof of the brand's right- Readability- authenticity ness". Therefore, we will need a place, Reliability- storytelling a platform for building and develop- Lifestyle ing relations with our community. No, neither Facebook nor Instagram. It

Table of contents / TRENDS. CONTENT MARKETING 72 TRENDS PAWEŁ TKACZYK

CO As he writes about himself - he makes a living by telling stories. Author of „Brand Inside Out" and „Narratology". He supports companies in building a strong brand, modern marketing, consumer psychology, social media and gamification. He also conducts lectures and trainings. MMU IS THERE A PLACE FOR STORYTELLING IN THE STRATEGY OF A SHOPPING CENTER? Certainly not in the mainstream communication. Why? The basic difference between an adver- tisement and a story is contained in the ques- NI tion "what is it about?". Advertising revolves around the product, so advertisements are "about cheese" or "about deodorant." The story revolves around the hero, we tell stories "about the mouse" or "about Magda". Communication of the shopping center is necessarily utilitarian - people need to know that the mall exists, and have a reason CA to come to it. It is also a meeting place for peo- ple. And if adventures (in storytelling, we say "adventures") of these people will join as a side thread to the communication strategy, you can count on a greater commitment and success in TION communication. WHO DOES IT WELL? CHECK OUT SANSBURY AND JOHN LEWIS COMMERCIALS.

Table of contents / TRENDS. COMMUNICATION 74 TRENDS SUSTAINABLE DEVELOPMENT A very strong direction already in 2018 was the care for the natural en- DR ŁUKASZ vironment. This trend will certainly be WHEN IT COMES TO TECHNOLOGICAL strengthened this year. Commercial INNOVATIONS, CERTAINLY CREATIVE buildings, for whom the term "sus- tainable development" is foreign to, DEVELOPMENT OF AI, AUGMENTED MIKOŁAJCZAK should quickly make up for missing REALITY AND MACHINE LEARNING the lessons. Retail has already felt the AND THE INTERNET OF THINGS ecological pressure from regulations CREATIVE DIRECTOR, KOMUCOM- WILL BE PROGRESSIVELY GROWING. CREATIVITY INSTITUTE, CO-AUTHOR related to plastic bags, and in 2019 CONSUMERS ARE OPEN TO THIS OF THE CONCEPT, INTRODUCTION the European Union will tighten the green screw in the area of the ban on TYPE OF SOLUTIONS, ESPECIALLY TO THE MARKET AND DEVELOPMENT encouraged in various ways- with dif- the use of disposable plastic products, OF THE MAGAZINE „VISUAL COMMUNICATION” ferent results. This year, creativity IN YOUNGER AGE GROUPS, AND such as straws, plates, cups, cutlery will be much more desirable because WHAT IS NEW TODAY MAY BE or hygienic sticks. The zero-waste there are even more no-trade Sundays and less-waste communities are also A STANDARD TOMORROW. IT WILL BE AN INTERESTING YEAR than in 2018. Thus, the fight for the cli- growing, which goes hand-in-hand ent will gain momentum. This year's with increasing consumer awareness strategies must not only maintain the The year 2018 was extremely busy of shopping choices. So everything current frequency of customer visits that is natural and bio will certainly Therefore, it seems that in 2019 it not only for shopping centers, but in facilities, but also should assume be welcomed this year - starting with will be necessary to really try hard the acquisition of new buyers, and this also for the entire retail industry. food and ending with clothing. not only to maintain the previously will not be as easy as before. In this developed relations, but not to lose There will not be a moment's respite context, the evolution of the brand them. It will be necessary to propose experience towards the shopping this year, because more challenges something more than an attractive process will count, and thus go beyond offer at sensational prices, so that are being prepared in the marketing the world of the brand and enter the customers feel that we want to give customer's world. This also involves departments of commercial facilities! them even better shopping experi- some threats, including information ence than before. You will have to security and database management. convince them that while taking care Limiting trade on Sunday Nevertheless, in 2019, regardless of of what is around, we also care about forced marketers to rede- the difficulties, recipients at every lat- them. The winners will be marketers fine marketing strategies. itude will appreciate the authenticity who think about the consumer holis- Consumers too, though not of the message and building exciting tically, building personalized tactical always willing, had to change stories based on strengthening rela- activities based on the process of ex- their habits. Weekends re- tionships with them using a variety of perience and mutual interactions. served for various types of tools, including loyalty. It will not be in- events were selected with significant, as usual, to stand out from particular care. On Sundays the competition and set out your own without trade, visits to way of communicating with the target commercial facilities were group based on emotions.

Table of contents / TRENDS. COMMUNICATION 76 TRENDS WITOLD JULIA JANCZYŃSKI IZMAŁKOWA

For almost 15 years, he has been dealing in marketing, employer A psychologist by education. The experience gained branding, event production, creating solutions that allow in the USA and South America enriched her knowledge people to work faster and display the future, thanks to which in the fields of psychology, ethnography, rhetoric, the world around us becomes more colorful, fascinating and cultural studies. The founder of the IZMAŁKOWA and even funny. In 2018 he and his friends created the company, which, for marketing and business LEDHolo brand, which offers transparent and holographic purposes, uses ethnographic research only. displays and other solutions based on LED technology.

A REVOLUTION IN VISUAL COMMUNICATION- THE BEGINNING OF HOW IS THE MESSAGE BASED ON AUTHENTICITY HOLOGRAPHY ERA. HOW TO CHOOSE THE MESSAGE FOR THE RECIPIENT? AND TRUTH EXECUTED?

Authenticity, without understand- shopping center clients. Therefore, In 2010, Intel compared the reactions suspended in the air, it has a signif- ing what it really means for specific it is more important to understand of nearly 300,000 people on video and icant, even groundbreaking impact groups of people as well as the val- the people who shop in these centers static messages. The digital attracts on shaping the brand and lowering ues they carry, is just a marketing than to follow fashionable slogans, attention on average 4-6 times more the price sensitivity, which is simply slogan. such as authentic photos. Rather effectively than a poster, addition- "selling" better. Holography is a top- than focuses, surveys or mystery ally it was confirmed that this is an ic known for a long time, but only "Real" means the truth, and there is shopper we use customer observa- upward trend. No one will deny that modern displays made with LED POV no truth without the definition of tion as a technique, so we simply talk digital communication is needed to technology can be applied in almost people who stand by it. Delivering to them when they shop or just spend attract, engage and motivate cus- every industry and place thanks to at least several surveys in shop- their free time there. This information tomers more effectively. Recently, increased brightness and HD resolu- ping centers in various parts of is the best for a foundation to build a new visual communication channel tion. A similar "wow" effect is guaran- Poland every year, we know that communication. Thanks to that we has been available - displays with teed by transparent screens. There the meaning of „space” might be get data that will not only be "real" as a holographic effect. Movable and has also been a technological revo- understood differently, not only by a form, but also "true" as a content. lution here. The main advantage of regions and generations , but also "transparent displays" is the ability because of the many psychograph- to install them on shop windows with ic factors. We distinguish them by the access of daylight and visibility of providing the segmentation of the the exhibition inside.

Table of contents / TRENDS. COMMUNICATION 78 TRENDS IGOR WIESŁAW GAŁĄZKIEWICZ BARTKOWSKI

A strategist and consultant in the area of branding, advises brands on how to build Head of the Creative Coding postgraduate studies offered strong identity and design consumer experience. Works at the interface of marketing, by the School of Form, interaction designer and researcher art and design. Currently, he is also the Chief Marketing Officer at Anegre. Author of of complex systems, the Design Department of the SWPS University. the books "Art Branding" (2016) and "Projektowanie doświadczeń" (2017). For several years he was responsible for sponsorship, communication and special projects at the Teatr Wielki - Polish National Opera. The originator and curator of the OperaLab project. Author of many exhibitions and image campaigns, lecturer at industry conferences, to artefacts with digital properties. You cannot pass by indiffer- mention the last: Element Talks, Gdynia Design Days, Łódź Design. Permanently, he #TREND: STRIVING FOR ently, they engage us with a multi-sensory experience. They writes about art and marketing to Monitor Magazine, L'Officiel and L'Offciel Hommes. INTERACTION, REAL, encourage interaction, acting in accordance to how we used to

SENSUAL EXPERIENCES experience the world around us, physically and in movement. According to the theory of Embodied Cognition, we get to know the world by Today, every designer, artist, architect can use this material acting, actively, bodily experiencing it. in his creative workshop. They do not have to graduate a uni- WHY HAVE THE SHOPS Meanwhile, the contact of the digital versity of technology for this purpose, because the barrier of BECOME A COMBINATION and physical world has been dominated entry has dropped sharply. Simplification of digital technology, WHY ARE THE STORES SELLING OF A LABORATORY, ART in interaction by intermediary screens. open source movements, DIY culture (do-it-yourself), devel- IMPRESSIONS, NOT PRODUCTS? GALLERY AND PLAYGROUND? Active experience of the screen is im- opment of IDE (programming environments). Thanks to this, Physical stores change their function, Traditional stores change their possible! We can walk around, look at everyone can master this material through experience, like they are in the structure of brands functions so that sales are no different angles, and its content will a sculptor learning to shape wood or stone, or clay-shaping more of exposition space than strictly longer the leading one. Brands, remain indifferent to our attempts to ceramics. commercial space. They are like busi- creating their own spaces, must explore. Its flat surfaces have limited ness cards, beautifully wrapped bon- somehow take visitors on a journey. the sensory experience to smoothing I have often witnessed how a designer or artist "blending bits bons. They have to satisfy the senses Fancy exposure of the products the glass, we lose the richness of touch, and atoms" creates complex spatial installations reacting to and build a relationship with clients, seems insufficient. The essence is we do not use the hand's ability to ma- stimuli from the environment, changing the experience of tell the story of the brand, present its to design such an environment so nipulate objects in sophisticated way. space, its perceptions, affecting the feelings of people. Often identity. The change results from the that customers can easily interact relaxing as contact with natural structures. rapidly growing role of online sales. The with the product, understand and Thanks to the combination of the constantly growing turnover of online engage the narrative and brand possibilities offered by programming, The space filled with such artefacts is unique and memorable. stores forces the change of organi- identity appropriately. Therefore, electronics and digital fabrication, we There are still very few creators of this type, but their num- zation and functions. Customers will we have an idea that defines new will boldly overcome the barrier of the ber is clearly growing. Examples are visible in public space. come to the stores that are not digital generations of stores as play- screen, because we get a kind of ma- There will be more and more of them. I will mention some of but real for unique experience, just like grounds, experimental, pro-social terial that allows us to "blend bits them: PETALCLOUDS by ART + COM; SHYLIGHT by Studio Drift; they come to an amusement park. and, in a way, educational space. and atoms". Our space will fill physical DIFFUSION CHOIR by SOSO; SPIRALALALA by panGENERATOR.

Table of contents / TRENDS. COMMUNICATION 80 Do you want to learn about our communication ideas for your shopping center?

Contact us! Joanna Świdecka New Business Manager

+48 668 423 355 [email protected] i www.skivak.pl

All rights reserved. All content materials and graphic elements placed on this website are the property of SKIVAK and are protected by copyright. The materials contained in the publication may be used or disseminated only for information purposes and only with an indication of the source of information.