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Be 'super creative' with phygital, delegates are told


The Mapic Innovation Forum’s phygital panel


“PHYGITAL marries the best of the online and offline environments,” Innovation Forum session Moderator Klaus Striebich – founder of RaRE Advise – told MAPIC delegates. “That means letting the customer choose how, what, where and when they buy and it’s our job to make it happen.”
João Xavier, director general retail at Portuguese asset manager Widerproperty, said: “It’s about how we can bring shoppers to our centres and deliver an unforgettable experience.” But he warned there are barriers to achieving this: “One issue is convincing retailers to take part,” he said. “We’re finding traditional marketing doesn’t work any more so we’re having to be super creative.”
Joost Koomen, secretary general of the European Council of Shopping Places, added: “Customer satisfaction is what matters, but whatever you do has to be appropriate for a centre’s customer base.”
Jussi Vyyryläinen, vice-president, leasing, at Finnish developer Citycon, gave a practical example of how a landlord can intervene to facilitate omnichannel retail. “Grocery stores are the backbone of a shopping centre – after all, people need to eat every day. Click & collect is proving increasingly popular so we’ve provided our grocery tenants with space near the car parks in our centres in Sweden and Finland. We’ve found it increases average basket size and drives footfall.”
And proptech entrepreneur Markus Porvari, founder and CEO of Hyperin, told delegates: “The customer journey begins long before entering the physical property. There are opportunities to affect decision-making all along the way.” And he concluded: “There’s no simple solution – it requires commitment and hard work.”
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