The company Hines, developing «Outlet Village Belaya Dacha» and «Outlet Village Pulkovo» reports a significant increase in sales and attendance at the end of 2018. Positive results were achieved thanks to the emergence of new tenants and a focus on digital marketing strategy.

The active growth of e-commerce has noticeably transformed shopping habits, because today almost all categories of goods can be purchased in online stores. Despite this, consumers invariably and regularly return to shopping malls. This is confirmed by the results of the work of «Outlet Village Belaya Dacha» and «Outlet Village Pulkovo»in 2018. So, this year, digital marketing tools have become the main ways to promote current outlet projects. An active presence in the digital sphere was ensured by effective promotional campaigns in social networks and targeted online advertising on key online platforms. In addition, in 2018, the regular holding of internal events and festivals became part of the marketing strategy.

In 2018, 19 new boutiques of famous brands were opened in Outlet Village Belaya Dacha: TOUS, Sandro, Maje, Pierre Cardin, GAP, Marks& Spencer and a number of others. At the moment, 99% of the project area has been commissioned.Compared to 2017, the outlet's revenue increased by 16%. According to the like for like indicator, the growth was 13%. In 2018, «Outlet Village Belaya Dacha» was visited by more than 3.5 million people, which is 14% more than in 2017. 

In «Outlet Village Pulkovo» in October 2018, the second phase of the complex began work. Among the 27 new tenants– L’Occitane, BORK, Wolford, Rendez-Vous, Timberland and Guess accessorize. By the end of the year, the shopping complex was commissioned by 86%. Sales of «Outlet Village Pulkovo» increased by 41%, and in terms of like for like, the increase is 33%. The number of visitors for the year increased by 42%. During 2018, the outlet hosted more than 1.5 million guests. 52% of customer traffic was on working days, 48% on weekends. The appearance of new brands and the opening of the second phase of the project had a direct impact on the growth of the indicators of «Outlet Village Pulkovo». In addition, visitors were attracted by the Outlet Village Food Hall, which presents «22cm Pizza» and «Nihao». His popularity influenced the decision to implement a similar concept in Moscow. The opening of the Outlet Village Food Hall in the Outlet Village Belaya Dacha is scheduled for March 2019.

Over the past year «Outlet Village Pulkovo» has been visited by more than 100,000 foreign guests, mainly from Asian countries. During the 2018 FIFA World Cup, special offers for Fan ID holders were in effect and cooperation with FIFA was conducted. A special loyalty program with discounts is provided for tourists in the "Outlet Village Pulkovo". In October 2018, a unique project for such shopping centers began operating here - the check-in desk for flights from Pulkovo International Airport. The implementation of these services allowed to increase the tourist flow in the shopping complex by 15%.

Comments Anthony Gascon, Director of Retail Operations of the Russian representative office of Hines: "2018 was a busy year for the Russian representative office of Hines. "Outlet Village Belaya Dacha" has received more than 3.5 million guests, which makes the outlet one of the most successful in Europe. In August 2018, we opened the second phase of the "Outlet Village Pulkovo" with an area of 6,700 sq. m. meters. Now more than 120 brands are available to visitors, and the pool of tenants has become even more diverse thanks to the appearance of new well-known brands: BORK, KuchenLand Home, "Snow Queen", Rendez-Vous, Timberland, Pandora and others. The active development of the project allowed to increase traffic by 42%, compared to 2017.

Photo: Hines press service