How to strengthen the attractiveness of shopping centers and retail parks? The new Precepta Insights study from Xerfi identifies the key levers to renew the offer and meet the new expectations of consumers, local authorities and investors. Xerfi experts particularly highlight new measures to diversify the commercial offering and integrate mixed uses into projects, such as housing or offices. Indeed, the traditional model needs to reinvent itself to adapt to the major transformations in retail. With the rise of online shopping and consumer shifts in favor of services, physical stores are losing ground. The fight against land artificialization also hampers the progress of projects. Different actions can also be taken to change the model and operation of commercial spaces towards more sustainable practices compatible with the challenges of social and environmental responsibility (CSR). At the same time, real estate companies must enrich their offer in order to retain the loyalty of traders and brands weakened by the inflationary crisis, and thus curb the increase in vacancy of premises.
So, what are the concrete measures to support retailers and brands? How to reduce the ecological footprint of commercial real estate? And what changes need to be made to regain sustainable growth dynamics in the face of an economic situation that looks unfavorable until 2026?
In this study, Xerfi experts analyzed the different growth strategies currently deployed by commercial real estate players.
• One of the first strategies is to reduce the environmental footprint of their infrastructure and operations. To do this, they rely on the use of low-carbon or recycled materials, adopt practices aimed at improving energy efficiency, and favor the use of renewable energies. These efforts are accompanied by the development of businesses with a positive impact, with a strong commitment from the brands themselves.
• Furthermore, the offer of shopping centers is evolving towards a model more oriented towards services, in particular with an increase in the catering and leisure offer.
• Renewing the retail offering constitutes the third strategy. It consists of encouraging the arrival of new brands and developing innovative concepts. Let us mention in this respect Redevco which has set up a system specially dedicated to the support and promotion of ephemeral concepts.
• Finally, the digitalization of shopping centers is another major growth lever. This is manifested through the integration of e-commerce into the shopping center model, but also through the implementation of digital devices in stores. These technologies aim to enrich the customer experience and increase the attractiveness of physical points of sale and ultimately commercial spaces.
Beyond the analysis of growth strategies, Xerfi consultants provide their strategic recommendations in this study. This report also includes an analysis of current and future competitive dynamics, an overview of trends by market segment as well as exclusive forecasts on the market by 2026.
For more complete information on this strategic analysis, you can download the presentation document located alongside the video.
