Retail Leasing
-
Upload
brees-communications -
Category
Documents
-
view
225 -
download
0
description
Transcript of Retail Leasing
![Page 1: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/1.jpg)
RETAIL LEASINGRetail leasing case studies
![Page 2: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/2.jpg)
Digital. Social.Beyond traditional.
For optimum viewing simply click to increase font
![Page 3: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/3.jpg)
Want to attract game changing retailers? It’s all about distilling the message to the desired target.
We believe marketing should be a critical component of a shopping centre’s leasing strategy. How a leasing story is told and packaged can make all the difference.
Here’s proof how smart marketing equals leasing success.
![Page 4: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/4.jpg)
YOUR STORE BELONGS HEREDUFFERIN MALL
![Page 5: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/5.jpg)
SITUATION
H&M came to Dufferin Mall in 2006, increasing its fashion retailer market share by $10M in one year. The mall wanted to use this momentum to increase its fashion offering even further. OBJECTIVE
To convince new fashion retailers to consider Dufferin Mall as a profitable location for their businesses.
STRATEGYIntegrate the new “Really” brand message into a leasing strategy to tell a compelling story.
Engage retailers in to taking a look at Dufferin Mall:
Follow Up with valuable information:
Follow Up:
STEP 1 STEP 2 STEP 3
•Generating curiosity•Presenting benefits
• Deliver more in-depth package containing valuable information to potential retailers
•Thank you email to all recipients including positioning recap
•Restate mission of package
![Page 6: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/6.jpg)
Direct Mailer
Direct mail contained a printed card with Dufferin Mall branded binoculars.
STEP 1
![Page 7: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/7.jpg)
Personalized, leather business folder
Front
Folder contains information package, branded notebook and pen.
Back
STEP 2
![Page 8: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/8.jpg)
Information Package
9x12 standard business folder contained custom packages for specific retailers
STEP 2
![Page 9: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/9.jpg)
STEP 3
RESULTS
Follow Up Email
Showcase, Virgin Mobile, Globo Shoes and Costa Blanca all added as new tenants
Branded email was sent to recipients to follow up.
![Page 10: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/10.jpg)
TOGETHER. THE PERFECT MATCHDUFFERIN MALL + FOREVER 21
![Page 11: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/11.jpg)
SITUATION
Forever 21, with its affordable, on-trend fashion, was identified as an ideal match for Dufferin Mall. OBJECTIVE
Convince Forever 21 to consider Dufferin Mall as a profitable location for its business.
STRATEGY
Strategically target the CEO of Forever 21 with a one-of-a-kind magazine highlighting Dufferin Mall’s inherent synergy with Forever 21.
![Page 12: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/12.jpg)
Oversized, glossy magazine
![Page 13: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/13.jpg)
RESULTS
Forever 21 opens in the fall of 2015.
![Page 14: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/14.jpg)
SHOPPING REDEFINEDSQUARE ONE SHOPPING CENTRE
![Page 15: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/15.jpg)
SITUATION
Square One is undergoing a $84 million renovation to become the premier first class shopping destination in the Western GTA. OBJECTIVE
Attract high-end lifestyle retailers with a vision of what the mall is going to be.
STRATEGY
Create a 4-part leasing package:
• Luxury hardcover book featuring high quality lifestyle and architectural images• Branded USB including additional renovation information• Architectural video documenting the vision of the Centre • Custom renovation microsite that supplements the book
![Page 16: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/16.jpg)
Hardcover book + USB key
![Page 17: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/17.jpg)
![Page 18: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/18.jpg)
![Page 19: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/19.jpg)
RESULTS
To date, a flagship, 120,000 sq. foot Holt Renfrew is confirmed to open in spring 2016 as well as Ann Taylor, Loft, Lacoste, White House|Black Market.
The Centre has renewed leasing rate of 47%. And, thanks to the success of the leasing package, Oxford Properties increased its investment by 941%!
Microsite
![Page 20: Retail Leasing](https://reader034.fdocuments.in/reader034/viewer/2022051118/568bd67c1a28ab20349c406b/html5/thumbnails/20.jpg)
10 Alcorn Avenue, Suite 302Toronto, Ontario, Canada M4V 3A9T 416.922.8115 | F 416.922.7424www.breescommunications.ca