Page 33 - #189 March 2024

TECHNOLOGY PROFILE - ART SOFTWARE GROUP
Elaborating on their work with Outlet Evolution, Gareth discusses the outlet centre to over 50 stores and making this a true outlet destination
Reinventing Retail Assets how Retail Advantage is being used at the destinations. “It is always within Germany’s most populated region. With a total of over 15,000sq
m GLA this outlet can grow to up to 80 stores in the near future.
exciting to be a part of these sorts of projects where we are involved
from the early stages to help provide visibility and answer questions on As our time with Gareth and Sebastian draws to a close, we ask about
what is working. Outlets have long been an important element in retail significant developments and changes for the sector and what excites
In this Technology Profile, RLI speaks with Gareth Jordan, Director at ART Software but you need a strong and very specific strategy. At Hanse Outlets and them going forward.
Group, an experienced software house and Outlet Evolution, clients of ART’s industry- Fashion Outlet Marl this has been approached in the best way.” “Understanding and touching the customer journey while building
leading Retail Advantage platform made for shopping malls, outlets and retail portfolios Sebastian adds: “Seeing, breathing and working with a retail mindset rapport and loyalty through this has been top of mind for every operator
to discuss how innovation has proved to be an essential partner for growth. is the key for any successful outlet centre management. With plenty in recent years,” Sebastian explains. There is hardly unlimited growth in
of years in the retail sector, our team provides such know-how, but
footfall as consumers have plenty of choice; therefore, more than ever
only with a flexible technology tool kit that provides quick but granular before, it is about creating true destinations. “It’s a people business, and
utlet Evolution Services is a specialised company in the Outlet an inner city space with less than ten shops, where it is about nurturing information, the real impact on the business can be brought to life.” by continuing to create memorable moments for our guests, we can’t
OSector, managing and leasing over five different outlet centres what is there through a very hands on approach combined with real-time Hanse Outlets is a perfect example of retail reinventing itself. From an wait to keep on growing. It is obvious that business decisions should
in the Central European Region. By relying on a network of preferred feedback and visibility on what is or isn’t working. Or, the objective might old retail park with local, convenience driven offers and DIY stores, the consider a data driven layer of information. Not that data takes decisions
partners, be it advertising agencies or innovative service products like be to increase the size of the offering, so the analytics need to show you if area has seen a constant investment and development over the last six on its own, but it serves as a valuable advisor.”
Retail Advantage, Managing Partner Sebastian Sommer explains that they the brand mix is working and will remain compelling as you scale. years. With a total of 13,000sq m GLA and over 45 brands, the outlet Gareth agrees with this and remarks about the essential shift from
keep the costs of centre management as low as possible in order not to “Retail Advantage is a tool to garner growth on many levels, whether has been opening its major Phase II Extension throughout 2023. “By the descriptive insights to more advanced connected retail intelligence.
burden tenants excessively but also not to reduce returns for investors. the objective is to grow in quality, in size and breadth, or maintain a end of 2023 over 2.3 million guests had visited the outlet centre, fueling “Experience and expertise will always be the drivers of success. Then
“We value partnerships driven by mutual goals, this applies both to relevant offering. We must all be proactive in fast-changing retail places, so substantial growth with our brand partners and having delivered the best it becomes a question of the clarity that the supporting information
investors and our brand partners alike. All growth is targeted to be data and analytics are central to that. The product grows with the scheme, commercial year ever.” provides. Getting closer to the moment with the latest data possible;
sustainable, reflecting profit targets from all stakeholders. While this may which makes it exciting as our platforms are flexible and scalable.” While Fashion Outlet Marl opened right in the first wave of the being able to see what the trajectory is now… engaging retail destinations
sound academic, it’s actually very specific. From mutual business plans pandemic, it has yet to realise the traction the outstanding location will require a level of data-driven analysis that reveals a broader picture to
to ready to apply analytics and a very flexible commercial marketing achieve. “Its inner-city location connected to a shopping centre with over operators so they can take their next steps with confidence. As Sebastian
approach, we have gradually evolved our management style over the “Reliability and commitment are key to our business. five million visitors per annum offers the best of both worlds, convenience says, it’s a people business, so whilst we are understandably excited
last years,” says Sebastian. We build and select our partners based on their shoppers looking for a bargain and day-out travellers enjoying the offers, about the uptake of opportunities from AI and Machine Learning, our
Gareth Jordan, Director at ART Software Group, has a firsthand view attitude to our business and the cutting edge it can particularly on Fridays and weekends. Due to intense retail and marketing clients’ experience and human objectives will always be at the root of
of how the right technology partners can help transform retail spaces bring to us. This is exactly how we teamed up with management, footfall and sales have grown 30 per cent like for like since our tools. As they grow, so do we.”
and create true destinations. Retail Advantage meets operators’ needs Retail Advantage.” 2022 and we expect that momentum to continue,” explains Sebastian. artsoftwaregroup.com
with the data environment and insights to achieve their strategy. Many Fashion Outlet Marl’s current footprint of 25 stores will see a major retailadvantage.co.uk
sites, locations and schemes vary in size, explains Gareth - it might be Sebastian Sommer, Managing Partner, Outlet Evolution Services development of over €30M over the coming one to two years, bringing outlet-evolution.com

Fashion Outlet Marl, Marl, Germany