International City Marketing Congress (CMDC) 04.28/29.2010 Moscow Lovro Mandac, Chairman of the...
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Transcript of International City Marketing Congress (CMDC) 04.28/29.2010 Moscow Lovro Mandac, Chairman of the...
International City Marketing Congress (CMDC)04.28/29.2010 Moscow
Lovro Mandac, Chairman of the Board of Directors, GALERIA Kaufhof GmbH
“City and city marketing, regional reputation of attractive cities.”Securing the loyality and support of the local community
GALERIA KaufhofWelcome to Moscow
Kaufhof profile today
Kaufhof in figures Markets: Germany, Belgium Located in city centers / shopping malls Locations:
126 branches* in more than80 German towns and cities15 branches in 12 Belgian towns and cities*incl. Sportarena
Turnover 2009 (net sales): 3.5 billion € Sales area: 1.5 million m² Visitors / customers: approx. 2 million per day Employees: 22,200
(2009; full time equivalent)
GALERIA Kaufhof GmbH
01The situation in the city centers
City center retailing yesterday and today
The move to the city center
The early years: The first department stores(The start of the 20th century)
Department stores used aggressive marketing tactics to attract customers from the countryside into the city center for the first time
The new “cathedrals to consumption” were utterly unique
CITY CENTER RETAILING YESTERDAY AND TODAY
CITY CENTER RETAILING YESTERDAY AND TODAY
From the mid 1980s:
“The urban revival”
Towns and cities become centers for trade and hubs for communication and innovation
People move back from the suburbs to live in the city center
Large retailers return and establish food outlets and shopping centers
Source: Bernd Heimbüchel (2007): Erlebnis Stadt.
The return to the city center
The move to the city center
Today: The department store plays an important role in city centers
The department store acts as an initiator of various activities aimed at vitalising the city center
Its ability to attract shoppers into the city center is significant
CITY CENTER RETAILING YESTERDAY AND TODAY
Current city center trendExplosive rise of the shopping mall
Today’s favored location: the town center
Total area of approx. 13.5 million m² 01.01.2010 total of 428 shopping malls 2010 at least 9 malls planned
The move to the city centerCITY CENTER RETAILING YESTERDAY AND TODAY
Source: www.rheinparkcenter-neuss.de, Rheinische Post 10/23/2010
Beyond the town center: Artificial shopping environments
Current trend “against” the town center“Artificial shopping environments” FOCs and purpose-built “retail villages”?
The concept of a simulated urban environment:
Professional, targeted marketing strategy successfully promotes shopping tourism
“Leisure park atmosphere” based on cleanliness and straightforward layout
Well-organised services (convenient parking, childcare, ATMs, maps)
Competitive advantage: Luxury brands at discount prices
Source: WÜS 13 August 2008; Photos: www.wertheimvillage,com, www.panoramio.com
CITY CENTER RETAILING YESTERDAY AND TODAY
Problem areas: City center retailers come under pressure from competitors
Without increase in purchasing power, retail forms grow at others’ expense
CITY CENTER RETAILING YESTERDAY AND TODAY
02We need to work together
Cities and retailers – make contact and act jointly Successful strategies and partnerships between cities and retailers
Leading by example
Development of the new Cologne city center network (since 2008)Joint conception, planning and implementation of all measures aimed at strengthening the position of the city center
WE NEED TO WORK TOGETHER
Leading by example
Nationwide support program
“Operation Midtown” – Largest city competition:
Idea behind the action: Annual competition intended to enhance the
appeal of city centers (since 1999) Public-Private-Partnership – city projects and
city marketing projects
Participation in 2009: Applications from 122 cities / communities in
five federal states
Organizing Partners 2010:Relevant federal state ministeriesGALERIA Kaufhof GmbH, Multi Development Germany GmbH
Other cooperation partners (example North Rhine-Westphalia):
Städtetag NRW, EHV NRW, Mc Donald‘s, Handelsjournal, STRÖER Deutsche Städte Medien GmbH,
Source: Imorde, Projekt- und Kulturberatung GmbH
WE NEED TO WORK TOGETHER
Leading by example
Organigram “Operation Midtown”
WE NEED TO WORK TOGETHER
Leading by example
Inspiring and exchanging ideas through nationwide and international communication and informationurbanicom e.V. – Platform for city and trade
urbanicom unites the strengths of everyone involved:
Since 1966 international association of leading European city planners, architects, property owners and business people aimed at forward looking urban development
Resolute commitment at grass roots level right down to the smallest retail unit and citizen interest group
WE NEED TO WORK TOGETHER
Leading by example
Inspiring and exchanging ideas through nationwide and international communication and informationurbanicom e.V. – speaking for the city
The work of urbanicom: urbanicom discusses questions that affect both
the city and retailers urbanicom believes in strengthening urban centers urbanicom works to preserve multifunctionality in towns
and cities – home, work, life urbanicom offers a framework for annual seminars
and events e.g. “urbanicom vor Ort”
Source: Urbanicom, Eberhard Gebauer
WE NEED TO WORK TOGETHER
03Case studies and voices from the cities
Measures aimed at cementing customer loyalty in the city centerHow to create and exploit synergies
Center of attraction - the city center CASE STUDIES AND VOICES FROM THE CITIES
Networking to increase efficiency and effectivenessIndependent network unites privatecommercial interests in Cologne withCity-Marketing Köln
City-Marketing Köln brings together previouslygo-it-alone die-hards in a single, effective team:
Consistent management and coordination of activities by City-Marketing Köln
Joint development of ideas and concepts Implementation in three operative areas:
City Commerce, City Image, City Quality Development of a balanced member structure as a
private commercial initiative
Leading by exampleWE NEED TO WORK TOGETHER
Leading by example
Enduring events that draw visitors from far beyond the local areaThe “biggest fashion show in the world”: Krefeld
“Our fashion show perfectly showcases the diversityand effectiveness of retailers in Krefeld – our visitors have been coming for years from all over Germany.”Jörg Pastoors, Managing Director GALERIA Kaufhof Krefeld
Mega-City-Event for the past 18 years with Sunday opening Draws visitors from all over Germany, 2009 approx. 500,000 visitors Huge media coverage, even in national press
CASE STUDIES AND VOICES FROM THE CITIES
Leading by example
The “biggest fashion show in the world”: Krefeld
CASE STUDIES AND VOICES FROM THE CITIES
Leading by example
Enduring events which have influenced urbandevelopmentWindow dressing competition on a worldwide scale
“Hagen has become THE capital of window dressing. The event has brought the city and retailers even closer together.”Christina Göttert, Business Development Hagen
Successful events aimed at countering the increasing homogenisation of towns and cities as well as the retail sector
Exhibition stand at the world’s biggest industry trade fair Euroshop (2008)
CASE STUDIES AND VOICES FROM THE CITIES
Leading by example
Seasonal, attractive eventsThe city is a beach – footfall throughout the day until midnight
“Our visitors feel like they are on holiday, the optimalmix of consumption and relaxation.”Frank Tüting, Sales Director GALERIA Kaufhof GmbH
Extraordinary use of “ordinary” buildings outside peak times or when vacant (e.g. car park floors or event venues)
Top media presence over 2 months (ARD, ZDF, local media)
Picture: City beach on the rooftops of Düsseldorf
CASE STUDIES AND VOICES FROM THE CITIES
Leading by example
Increasing the number of foreign visitorsExpanding shopping tourism: Targeted offers and joint ventures
“Creative joint ventures and innovative marketingconcepts are the real secret to boosting sales.” Martina Baumgärtner, Business development association for the district of Viersen
Successful and innovative events: New tourism projects such as “Cool Breaks”
and “Fly and buy” are large-scale marketing events designed to attract European short-break tourists.
CASE STUDIES AND VOICES FROM THE CITIES
04The challenges today and tomorrow
We need a clear commitment to the city centerTowns and cities, government, property owners and commerce… all must play their part
Leading by example
Investment in problem districtsBIDS and ISGs – how to add value to a district
Without the commitment of the private sector, the problems facing many cities cannot be solved:
Joint financing through private and public investments Modernization and renovation of entire city districts Ensuring cleanliness and safety Financing for seasonal decorations, Christmas lights etc.
Quelle: www.bid-neuerwall.de, www.graf-adolf-strasse.de, www.ihk-hessen.de, www.hamburg.de/bid-projekte/
WE NEED TO WORK TOGETHER
Towns and cities need visions and dreams ...THE CHALLENGES TODAY AND TOMORROW
… and people who will join forces to make them realityTHE CHALLENGES TODAY AND TOMORROW
The focus is on a common goal: Raising the appeal of the city center!
The path to success …
... a joint future based on communication: Active mutual support Closer relationship between associations, clubs and
institutions City managers act as a point of contact for all parties
involved
Beyond this:
We need to harness the creativity andintelligence of each and every citizen!
THE CHALLENGES TODAY AND TOMORROW
More than just the sum of its parts …WE NEED TO WORK TOGETHER
Pursuing a common goal togetherTRADE, GASTRONOMY AND CITY – CHALLENGES FOR ALL INVOLVED
Our commitment to the city center
It is time to act: If everyone does the best they can,
then the winner will be the city center!