From November 15 to 17, the international exhibition of commercial real estate MAPIC 2017 was held. For those who did not get to Cannes, ADG group conducted a live online broadcast from the conference halls of MAPIC Insights. Business insights and key industry trends – all the most important of the presentations of world experts in a special digest from ADG group.

F&B– the main magnet for the audience

Akram Benallal, chef and owner of the restaurant holding Akrame Power:

• "An important trend is the democratization of the gourmet cuisine experience. Consumers want to have a good time and get good service, and not learn how to use different types of forks correctly.
• Today, food formats are placed in the heart of the shopping center, previously they were hidden in the least attractive areas, like basement floors.
• Haute cuisine is coming to retail spaces. Consumers are increasingly interested in unusual formats and less in fast food. 
• Today, F&B zones are a base for creating new formats, an ideal point of application of innovations and a platform for experiments. They are introduced not only by shopping malls, but also by fashion stores, cosmetics brands, pop-up concepts.

Online trading goes offline

David Sobel, CEO of the e-commerce platform The Other Store:

• "Online sellers come to traditional retail in search of a new audience: today in the world only 5-20% buy online, offline can open up another 80% of potentially not covered buyers".
• Consumers are used to buying both online and offline and require retailers to be everywhere.
• More and more online players integrate offline retail into their multi-channel strategies and come to the shopping center.

Retail needs competent data analysis and aggregation platforms

Renaud Prouvet, CEO of the data analysis platform Spallian:

Big data is useless if you don't know how to turn it into smart data. Big Data is just raw data about consumers. Smart Data is data on the basis of which you can change processes and achieve success.
• Only aggregated data allows you to see the full picture of the differences in the behavior of online and offline buyers and correctly compare information about them.
• Information about consumer interaction with delivery, shopping apps, online storefronts and email newsletters allows you to personalize offers and more accurately build customer profiles and forecasts of their behavior.
• The most useful data corpora: CPI, effort rate, online influence on traditional sales   they help to understand your consumer and flexibly change strategies.
• Behavior analysis helps to recognize not only the visitor, but also to improve retail spaces: to get rid of queues, not to allow expensive facilities and employees to stand idle. 

Emotional retail increases footfall and revenue

Martin Gerz, Head of Retail Assets of the international real estate fund DEKA-Immobilen:

• "The most successful shopping centers are those that rely not on square meters, but on design, the flexibility of the mix of tenants and ways to attract an audience."
• The expansion of the pool of non-commercial tenants allows shopping centers to increase income by an average of 28%.
• The mix that best attracts visitors to the shopping center: high-quality F&B formats + interesting public space + cinema + Click&Collect.

The future belongs to flexible formats

Ross Bailey, CEO and founder of the online marketplace for short-term rentals Appear Here:

• "Brands are increasingly relying on temporary pop-up formats, testing products and holding events dedicated to holidays and other special events."
• For a new consumer, experience is as important as the product. That's why pop-up stores offering a new emotional experience every time are so popular among them.
• Pop-up formats should be tightly integrated into the digital environment and media channels. Then they launch word of mouth, increase awareness and inform the audience.

Read more about trends, facts and key news at MAPIC Insights from ADG group.