Page 40 - RLI April 2019

SPECIAL FEATURE: OUTLETS

ELEMENTS

FOR FUTURE

SUCCESS

Otto Ambagtsheer, COO of VIA Outlets, takes some time
to share his positive outlook for the outlet centre model
moving forward.

hree elements can be identified as key drivers for
the success of the outlet malls sector: a closer
relationship with brands, the emphasis on adding
Ta strong element of “experience” to centres and
a set of innovative tourism initiatives. Brands have begun to
acknowledge outlet malls not only as a way of stock-reducing
unsold pieces but also as an opportunity to tap into a new
market segment. Acting on this changing dynamic, which is
an important source of additional revenues for brands, outlet
operators need to work even more closely with brands by
creating mutually beneficial relationships that help boost their
turnover – something that the majority of the shopping mall
operators are not doing.
Creating the best shopping experience for both brands
and guests have become key. A visit to an outlet centre has
to be much more than a simple “one-stop-shop”. There
is an immense element of value that lies in the quality of
experiences that can be offered to customers. This means
that multiple needs and amenities must be addressed in one
place to maximise the incentives to visit outlet centres and
benefit from a unique shopping experience. It can range
from an extensive food and beverage option for families,
BATAVIA STAD FASHION OUTLET, Netherlands leisure areas for children, and an aesthetic that encourages
Developer: VIA Outlets
customers to continue exploring the extensive retail options
on offer. VIA Outlets has been particularly proactive in
this area, taking the further step to not only differentiate
ROMA OUTLET VILLAGE, Italy itself from the traditional shopping malls but differentiating
Developer: Arcus Real Estate
its retail spaces from other outlet malls through distinct,
personalised experience and additional services.
The tourism industry is a niche driver of the outlet mall
success. With an increasing number of domestic, European
and international tourists travelling across Europe, outlet
centres have a quite unique opportunity to tap into a still-
expanding customer segment. By providing added-value
services such as tax refund facilities for overseas guests,
Alipay, and lounges for VIP guests who can enjoy personal
shopping, operators can elevate comfort, leisure, and
needs-based services to deliver a personalised and tailored
experience to guests.
Going forward, we see these elements as key to help
ensure the success of outlet centres in the future. One thing
we can say for certain is that the retail landscape will keep
changing – so listening to the needs of guests are more
paramount than ever.

40 RETAIL & LEISURE INTERNATIONAL APRIL 2019