Page 37 - April 2023 #180

The new focus on community has presented an opportunity to make can establish a strong community and tap into the day out destination
meaningful impacts within immediate catchments. Outlets have realised market. After what was predicted to be a gloomy time for retail, The
they have to be more than places to shop and that they have responsibilities Boulevard finished 2022 as it started by bucking national retail trends
to give back, to provide employment and to justify their existence socially. with record sales and footfall figures, signalling the strength of the
We are seeing more added value and charitable activities being staged outlet model and the payoff from adopting a retailtainment focus.
which give outlets more personality and purpose which in turn will
increase frequency of visit. Ian Sanderson, CEO - SLR Outlets
Finally, I predict there will be more responsible framing of outlet
shopping as we continue to trade under inflationary pressure. We have Outlets continue to grow in popularity, with retailers and shoppers alike,
a responsibility to show our discounts are robust and authentic as we throughout Europe, but some are performing more strongly. These tend
leverage the outlet proposition to an audience who are increasingly price to be the outlets which fully understand that they are a leisure destination.
conscious. Outlets have proved themselves to perform exceptionally well Shopping is the number one leisure activity today and outlets which
in both good and difficult economic conditions – with customers drawn recognise their role as all-round leisure-operators are reaping rewards.
to the quality, value proposition and experience. However, our guests are For instance, SLR Outlets specialises in developing and managing outlets
now far more literate and inquisitive of conscious consumerism issues and with leisure, because they see that this accelerates growth in footfall,
sustainability credentials so we will see schemes being far more vocal and turnover, dwell time and density. For one simple reason, this gives the
public with their green targets. guests a fuller, more complete, and enjoyable experience.
Springfields in Lincolnshire is a prime example with its guests citing
Chris Nelmes, Retail Director - The Boulevard the integrated leisure as a key reason to visit as part of the overall
outlet experience.
The future of outlet retail will not be all about shopping, but rather the Sales densities of outlets exceed standard retail and those with
concept of ‘retailtainment’. First articulated by American sociologist, integrated leisure often outperform the rest. Driving growth of high-quality
George Ritze, retailtainment is “the use of sound, ambience, emotion footfall in outlets and delivering turnover is key because outlets operate
and activity to get customers interested in the merchandise and in the on a turnover rent model. Turnover growth is central to the partnership
mood to buy”. between tenants and the landlord. Ordinary covered shopping centres, by
The last few years have been more disruptive to the retail industry comparison, are trading significantly less strongly throughout Europe, by
than ever before resulting in a noticeable shift in the predominant as much as 20 per cent.
use of outlets and high streets to social and experiential, as retail The key is creating highly desirable environments, blending
and functional needs are increasingly met online. With the ease innovative leisure experiences with new and exciting retail in spacious
of shopping at your fingertips becoming the norm, we need to and beautiful settings.
understand what can be done onsite to entice people back out to the Leisure doesn’t necessarily mean bowling alleys and paid-for
physical stores once again. activities, but, for instance, well-integrated gardens and a carefully
By shifting the focus from retail only destinations to carefully choreographed events programme are stronger and far less costly.
curating the full ‘day out’ experience, outlets which offer a host of The secret is to integrate the leisure experience into the outlet visit,
leisure, entertainment, food and beverage options alongside strong not offer it a separate attraction.
retail see an overall uptick in dwell time and in turn sales figures. One family of visitors will have a range of different wants and if they are
Investing in the outlet’s surroundings and green spaces can’t be given a holistic experience, they enjoy the visit more, leave happy and are
underestimated if you want customers to stay longer and spend much more likely to visit again soon and share the experience.
more. At The Boulevard we offer monthly social and experiential Creating unique and interesting restaurant experiences, like The
events which have been very successful and notably boosted both Wolseley at Bicester Village or The Parlour at Springfields, will also make
sales and footfall across the scheme. for strong talking points and attract more visits.
From a retail perspective, the ideal set up to keep people visiting Slick technology is essential, linking guests, retailers, events, leisure
is a mix of well-known fashion brands and independent retailers with and marketing. Fully responsive Apps and websites drive loyalty, footfall
unique offerings. Shopping is the bread and butter of the retail industry and sales.
and outlets already offer something unique with heavily discounted Outlets with this leisure-destination-mentality understand how to
prices, but by supporting a leisure outlook you open your doors to so promote the entire experience and maximise high quality footfall, quickly.
many more potential customers. Clearly value-for-money is a key driver these days and fits well with the
As an industry, we now need to work harder and more creatively outlet proposition, but guests still want the full experience. The better the
to get people onsite compared to pre-pandemic, but in doing so we overall experience, the longer the dwell time with higher turnover.

The Boulevard, Banbridge, Northern Ireland Scotch Corner Designer Village, Yorkshire, UK
Owners: Lotus Property and Tristan Capital Partners Developer: Scotch Corner Richmond LLP