Portfolio Positioning

National Competitor Review for Retail Centres and Office Towers

Service Description

Refining a distinct market positioning for a portfolio of assets based on the key strengths and attributes of the brand. Through a series of research activities, an ownable and differentiated market positioning is developed and manifested through a range of offers and initiatives.

Who

Asset owners and developers, marketing and operations teams.

Value

Adoption of a strong market positioning in a highly competitive market that can positively influence tenant retention, occupancy rates and price premiums for your asset.

Development Vision

Future Experience Definition for Property Developers

Service Description

Developing a succinct and compelling vision statement that aligns the entire project team under a common idea. This is supported by a relevant visual and written narrative that offers insight into how the destination can deliver a distinct proposition. The Development Vision covers Place, Product and Programmatic descriptors that inform and inspire as well as future-proof the design solution.

Who

Asset developers or owners developing new assets or re-developing existing ones.

Value

Uncovers lessons learnt from relevant exemplars and outlines how these could influence the architectural design and onsite experience in a way that creates alignment and high-quality project outcomes.

Place Value Proposition (PVP)

Future Market Positioning for Property Owners and Developers

Service Description

Articulating what your place wants to competitively ‘own’ in the market, what attraction it provides your audiences and how this will be expressed to your target market. The PVP defines your place’s identity, point of difference and the unique benefits that will be delivered to your place to end users, both through tangible onsite features and intangible attributes.

Who

This framework is a tool for asset owners, developers and operators that informs design, retail and leasing mix, activation, customer experience and marketing activities across the entire site.

Value

Increasing return on investment by providing clarity and alignment of all disciplines in delivering an end outcome that is compelling and meaningful for the end user.

Precinct Positioning

Service Description

Provides a detailed overview of each recommended precinct, including its purpose, positioning, personality, target market, retail mix, program and design suggestions. Defines each precinct by its position within the market, purpose, customer base, the experience, program, place and product features. Each precinct is also supported by key trends and best practice research relevant to the asset.

Who

Asset owners and developers, leasing and marketing teams.

Value

Creates a detailed and clear picture of the future customer experience in each precinct to develop buy-in from retailers/tenants and to inform leasing and centre management teams to guide delivery of a compelling and seamless customer experience.

Localisation Strategy

Service Description

Identification of key local character traits and cultural differentiators supported by best practice global examples that articulate the types of spaces and activities desired by the local customers.

Who

Asset owners and managers who want to ensure design outcomes are aligned with surrounding character and environment.

Value

Influencing design outcomes to ensure physical characteristics and amenities are aligned to provide a platform for community engagement and loyalty.

Customer Experience / Place Strategy

Service Description

A long-term strategy that forms the basis of a differentiated customer experience at the asset. This strategy covers the 3 Ps – Place, Product and Program – for the destination. The Customer Experience or Place Strategy creates the best outcomes by building on a defined Place Value Proposition.

Who

Asset operations or management teams.

Value

Differentiated customer experiences that support return visitation, increased dwell time and customer loyalty.

Customer Service Strategy

Service Description

Reviewing the existing service offer within a centre and recommending how newly designed service areas and staff standards could provide an improved experience for customers.

Who

Asset operations or management teams.

Value

Differentiating assets through high-quality customer service offers and strategies that are tailored and cost effective.

Activation Strategy

Service Description

Definition of programming opportunities relating to the activation of a place to reflect a point of difference and identity that is aligned with the value proposition of the asset. Programs recommended by Activation Strategies have the potential to create opportunities for community building, generate additional income and even transform the use of an asset.

Who

Asset owners and developers, marketing and operations teams.

Value

Provides a clear framework to engage with implementation partners, allocate budgets and attract sponsorship for activation activities.